Table of Contents

1. Introduction 1

1.1 Background 1

2. SWOT Analysis 5

2.1 Strength 5
2.1.1 Highly recognizable brand name 5
2.1.2 Advertising Strategy 6
2.1.3 Adapts to local markets 6
2.1.4 Professional Training for Employee 7

2.2 Weakness 7
2.2.1 Low product diversification 7
2.2.2 Unhealthy food on menu 7
2.2.3 High employee turnovers 8
2.2.4 Dissatisfied Franchisees 9

2.3 Opportunities 11
2.3.1 Healthier menu 11
2.3.2 Take market share from rival 11
2.3.3 Listed company / famous 12

2.4 Threat 13
2.4.1 Entry of potent new competitor 13
2.4.2 Similar concept and services 13
2.4.3 Lawsuit against McDonald’s 13
2.4.4 Customer lifestyle / taste 14

3. Conclusion 14
4. Reference 15