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EFE Matrix for McDonald’s

Key External Factors

Opportunities Weight Rating Weighted Score

1. Economy forcing people to trade down; .15 3 .45 i.e., choose less expensive options.

2. Demand for healthier options for children & .05 3 .15 Happy Meal fruit/vegetable based themes

3. Competitors (BK & Wendy’s) lack McCafe like options .15 4 .60

4. More than 57% McDonald’s outside U.S. absorb U.S. losses .07 2 .14

5. More US and Global markets welcome McDonalds .09 3 .27

6. Economics and competitors inspire brand loyalty and return customers .05 2 .10

7. Demand for free wifi versus competitor charges .09 3 .27

8. Demand for more ‘natural’ choices on menu .09 3 .27

Subtotal 2.25

Threats

9. Healthy eating demands eroding some sales .06 3 .18

10. Media attention to fast food & negative effects. .04 2 .08

11. Price wars .03 2 .16

12. Steady U.S. Unemployment .03 2 .06

13. Rising costs .03 2 .06

14. Calorie counts & nutritional value posted .09 2 .18

1.00 2.97 total

Competitive Profile Matrix

McDonalds Wendy’s BK

Critical Success Factors Weight Rating Score Weight Rating Score Weight Rating Score

1. Advertising .15 3 .45 .10 1 .40 .15 3 .45

2. Product Quality .10 2 .20 .15 4 .60 .10 2 .20

3. Price Competitiveness .10 2 .20 .15 3 .45 .15 3 .45

4. Menu Options .10 4 .40 .10 2 .20 .10 2 .20

5. Value-added Services .05 3 .15 .05 1 .05 .05 1 .05 (Wifi)

6. Management .10 3 .30 .10 1 .10 .10 2 .20

7. Customer Loyalty .10 3 .30 .15 2 .30 .10 3 .30

8. Global Expansion .15 4 .60 .10 1 .10 .05 1 .05

9.

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