Essays on McDonald's Australia Holdings Case Study

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The paper "McDonald's Australia Holdings" is a perfect example of a case study on business. Australia's fast food industry has experienced tremendous growth over the past few decades. Since the fast-food eating habit was introduced in Australia, Australians have adopted fast food as part of their food culture with a significant Australian population today eating out in restaurants. This report examines the internal and external factors that influence McDonald's Australia Holdings' operations with the help of SWOT analysis. The report also discusses the findings to explain the strategic direction that the company should take based on the SWOT analysis.

The report also highlights the need for McDonald's Australia Holding to introduce natural fresh fruit juices as part of its product offering to minimize the weaknesses associated with junk foods and soft drinks. The discussion also centers on the marketing mix elements that are appropriate to ensure competitiveness. Introduction Australia's fast food industry has experienced tremendous growth over the past few decades. Since the fast-food eating habit was introduced in Australia, Australians have adopted fast food as part of their food culture with a significant Australian population today eating out in restaurants (IBIS World 2014).

The high consumption of fast food in Australia has not gone unnoticed as it has attracted many domestic and foreign companies that have established businesses in the Australian fast food industry to exploit the opportunity. McDonald's Australia Holding is amongst the leading fast-food chains in Australia today. The restaurant, which is a subsidiary of McDonald's started operating in Australia in 1971 and has since then expanded to all major cities in Australia through franchising (IBIS World 2014).

Currently, there are approximately 2,647 McDonald's Australia Holding branches in Australia (Bloomberg Business 2015). The restaurant offers a variety of products, such as hamburgers, desserts, salads, dinner, breakfast, smoothies, drinks, value picks, sides, and favorites. The restaurant also provides coffee, snacks, and baked pastries. The company employs about 8,000 people, effectively making it one of the major employers in Australia's restaurant industry. The company has been profitable, generating about $4 billion in revenue and $1 billion profit in 2014 despite the stiff competition it faces in the industry (The Sydney Morning Gerald 2015).

References

Bloomberg Business 2015, Company overview of McDonald's Australia Limited, accessed 17 Dec. 2015 http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=11312749

IBIS World 2014, McDonald's Australia Holdings Limited - Profile company report Australia, accessed 17 Dec. 2015 http://www.ibisworld.com.au/enterprisefull/default.aspx?entid=202

NHMRC 2014, Obesity and overweight, accessed 17 Dec. 2015 https://www.nhmrc.gov.au/health-topics/obesity-and-overweight

Richter, T 2012, International marketing mix management: theoretical framework, contingency factors and empirical findings from world-markets. Logos Verlag Berlin GmbH, Berlin.

The Sydney Morning Gerald 2015, McDonald's sales reach $4b in Australia, 18 March, accessed 17 Dec. 2015 http://www.smh.com.au/business/retail/mcdonalds-sales-reach-4b-in-australia-20150313-143gru.html

Wenderoth, M 2009, Particularities in the marketing mix for service operations. GRIN Verlag, Berlin.

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