McDonald Corporation is the world’s largest chain of hamburger fast food restaurant. There are over 30,000 McDonald’s restaurants in more than 100 countries and served an average of 50 million customer daily. A McDonald restaurant is operated by either a franchisee or by the corporation itself. The very first McDonald was open in Singapore in 1979 and today there are over 120 McDonald restaurants across the island which served 1.2 million customers weekly. McDonald employs around 9,000 employees to keep their restaurant running across the island. (McDonald’s Company Profile, 2012) PEST ANALYSIS Pest analysis is a scan of external marco-environment in which a business operates and can be describe in terms of Political,
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All this technological edge enable the fast food chain McDonald to stay ahead as the leader in the fast food industry in Singapore. Conclusion The brand name McDonalds in Singapore is a well establish brand name and have a worldwide representation of restaurant all around the world. Their marketing and sales strategies are well structure and their target population are well work out on family oriented. As Singapore is a fast paced environment and working adults will have minimum time to spend with their children and McDonalds had targeted this group by doing many promotion for family outing and dining at their restaurant on weekends. We will need to understand the need of Singaporean and cater to our multi-racial society. As Singapore an experiencing slow growth and high inflation rate in the recent year. Many families in Singapore tend to dine out lesser than usual. And to add on to the competitive nature of the food industry, we are currently looking at over supply and choices of food when people dine out lesser now. The above PEST analysis and information will further increase the understanding of the fast food chain industry in Singapore.
McDonald’s The Company Profile (2012). Retrieved on 1st December 2012 from http://www.mcdonalds.com.sg/companyinfo_profile.html
QuickMBA Strategic Management: PEST Analysis (1999-2010). Retrieved on 1st December 2012 from http://www.quickmba.com/strategy/pest/