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Market positioning and competition

The competitors have positioned themselves strategically in the market place wherever they have put their foothold. McDonald leads the pack with even distribution of outlets and large number of outlets in most countries. The strategy employed by McDonald see it easily adaptable to the host country and people it will work with. In this respect it has devised ways to develop products with regional and specific touch to each market segmental. This is seen with the different brand names it adopts each country and territory globally.

As it has been synonymous with globalization, McDonald chain of stores has better advantage of its competitors and the financial base and good management adds to the strong points in the market positioning. Burger King is next given its large presence in 69 countries and more than 11,000 outlets. However most of its revenue comes from United States of America making that it the major market followed by the East Asia subcontinent . But due to its change of ownership, management and poor financial management.

Its market share continues to suffer and may need proper revitalization in order to out do its competitors. Wendy international has to pull up its socks given the fact that its

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presence in the market has continued to decrease over the closure of most of its stores in North America and the struggling in market identity. Public image has been low and even the first store was closed recently making it to continue having hard time to outdo its competitors. MICRO ENVIRONMENT AND MACRO ENVIRONMENT

Both companies face financial difficulties in the franchises and operation world wide. Over the period most have had to close their stores where business has been low. For instance Wendy has closed its first store due to financial reasons and other locational problems to traffic. Legal matters have been part and part of the McDonald and Burger King, they have suffered public image, lost millions of shillings in cases and continue to face legal accusations about heir business practices.

Wendy is exceptionally good in legal issues because it has less known controversial legal tussles. The social aspects of the both restaurant is similar in terms of employees motivation. Most employees are neglected and their matters are not address such as low pay, health and working conditions. McDonald has done fairly in developing strategies that suit specific areas in terms of culture considerations and religious beliefs. Unlike the Burger King who have taken long to realize that. In terms of the technological advancement.

McDonald still has done major technological changes to suit the current lifestyle and meet the current needs such as the use of monitoring system of products, employees and market information. SWOT analysis of McDonald business practice shows that McDonald’s strength lies in its expansive business empire distribution, good financial base, innovative product development, advanced form of marketing techniques and flexible business partnership and ventures agreement with different entities.

Its weakness lies in the controversial working policies where it has been found to employ underage children, poor pay and promotion of unhealthy food products. It also faced with image of promoting American life with which does not go well in countries that are anti-America. Opportunities are open in the sense that it is able to advance its presence where others have failed such as Wendy Stores are selling their stores to Triarc. Threats of McDonald are commonly related to globalization and competition from other stores mainly Burger King , Wendy and local stores.

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