EXECUTIVE SUMMARY
The International Business operates in a competitive world where globalisation is increasing rapidly and as it progresses, it provides business with opportunities and threats in the macro environment to which the business needs to respond. This report is aimed at focusing on the International Market Evaluation with a global perspective which helps in understanding the global economy and the economic, political, technological and socio- cultural environment within which the business organisation operates. PESTLE analysis is a tool used to determine various external opportunities and threats affecting business operating in the macro environment.
This report also provides a detailed market evaluation of MC Donald’s, which is one of the best- known brands worldwide in the global fast food industry. The PESTLE analysis model identifies the various …show more content…
INTRODUCTION TO THE COMPANY
MC Donald’s is one of the world’s largest chains of hamburger fast food restaurants founded in California, U.S. on 15 May 1940 by Richard and Maurice MC Donald’s. It serves around 68 million customers daily in 119 countries across 36,368 outlets. The headquarters of this global giant is situated at Oak Brook, Illinois, USA. It was initially started as a barbeque restaurant and in 1948, they reorganised their business as “hamburger stand” using product line principles with a revolutionary concept called self-service. MC Donald’s is represented by its logo – Golden Arches.
According to the BBC report (2012), MC Donald’s is the world’s largest private employer with an employee base of 1.9 million people, leaving behind Wal-Mart. The products include several fast food items including hamburgers, sandwiches (MC Muffins), French fries, desserts, salads, snacks and beverages etc. MC Donald’s customers include working classes, middle class and people of all ages. Due to the changing consumer tastes the company had expanded its menu from non-vegetarian to
The International Business operates in a competitive world where globalisation is increasing rapidly and as it progresses, it provides business with opportunities and threats in the macro environment to which the business needs to respond. This report is aimed at focusing on the International Market Evaluation with a global perspective which helps in understanding the global economy and the economic, political, technological and socio- cultural environment within which the business organisation operates. PESTLE analysis is a tool used to determine various external opportunities and threats affecting business operating in the macro environment.
This report also provides a detailed market evaluation of MC Donald’s, which is one of the best- known brands worldwide in the global fast food industry. The PESTLE analysis model identifies the various …show more content…
INTRODUCTION TO THE COMPANY
MC Donald’s is one of the world’s largest chains of hamburger fast food restaurants founded in California, U.S. on 15 May 1940 by Richard and Maurice MC Donald’s. It serves around 68 million customers daily in 119 countries across 36,368 outlets. The headquarters of this global giant is situated at Oak Brook, Illinois, USA. It was initially started as a barbeque restaurant and in 1948, they reorganised their business as “hamburger stand” using product line principles with a revolutionary concept called self-service. MC Donald’s is represented by its logo – Golden Arches.
According to the BBC report (2012), MC Donald’s is the world’s largest private employer with an employee base of 1.9 million people, leaving behind Wal-Mart. The products include several fast food items including hamburgers, sandwiches (MC Muffins), French fries, desserts, salads, snacks and beverages etc. MC Donald’s customers include working classes, middle class and people of all ages. Due to the changing consumer tastes the company had expanded its menu from non-vegetarian to