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Contempt Development Mcdonalds

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Submitted By unique91
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Inhaltsverzeichnis
Executive Summary and methodology 3
TASK 1 3
1. PESTLE ANALYSIS 3
1.1.2 LEGA INFLUENCES 4
1.1.3 ECOLOGICAL INFLUENCES 5
1.1.4 POLITICAL INFLUENCES 6
1.1.5 ECONOMICAL AND FINANCIAL INFLUENCES 7
1.1.6 SOCIAL-CULTURAL INFLUENCES 8
1.1.7 TECHNOLOGICAL INFLUENCES 9
TASK 2 10
PORTER’S FIVE FORCES 10
1.1.8 THREAT OF NEW ENTRANTS 11
1.1.9 DEGREE OF RIVALRY 12
1.1.10 THREAT OF SUBSITUTES 12
1.1.11 BARGAINING POWER OF BUYERS 13
1.1.12 BARGAINING POWER OF SUPPLIERS 14
SWOT Analysis 14
RECOMMENDED STRATEGIES 16
Conclusion 16
APPENDIX 17
References 18

Executive Summary and methodology

The goal of this report is to give a brief overview of the primary external influences on McDonalds in the fast food industry of Germany by using the PESTEL framework (refer to Appendix 1 for Corporate Profile). In the second part of the report, the reader is instructed about the changing competitive environment based on the theoretical framework of Porter’s five forces modell and the SWOT analysis of McDonald’s Germany. The analysis demonstrates the influences on the company’s policies and the effectiveness of the organization’s response. This is followed by recommendations on how to improve the current situation and give an overview of McDondals alternative strategy approach to increase their market share as well their profitability.
TASK 1
1. PESTLE ANALYSIS

According to the PESTLE analysis, an understanding of the environment – macro forces – is essential for a rigorous and meaningful assessment of decision-making and operations. (Marketing Concepts & Strategies. P. 106)
The PESTLE framework categorises environmental factors into six highlight key factors: Political, Economic, Social, Technological, Legal and Ecological. This range of factors underlines that the environment does not only include economic forces: There is

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