Mac Donald’s Company 1)Economic Environment Even with current economic condition, M’cDonalds remains optimistic. According to Business Times (2009), “McDonalds Malaysia expects its delivery service business to jump 40 per cent this year as its new call centre can handle more orders. ” They invested over two million ringgit for setting up the new call center. In addition the Managing Director Azmir Jaafar, said the company “plans to invest 8 million ringgit this year to open between 15 and 20 new restaurants. (2009). 2)Natural Environment Malaysia natural environment is considered good. Base on the report by Department of National Environment Energy and Resources, the Air Pollution Index is the status of good in many areas in the country. In relation to this, McDonald around the world has always been a company which practice to protect the natural and community resources that support and are affected by their activities. McDonalds promotes recycling and energy conservation.
Since 1990, they had recycled 2 billion corrugated cardboard purchased more than 3 billion in product made from recycle material s and eliminated several million pounds of packaging”(McDonalds) 3)Legal And Political Environment In Malaysia they are bound with a Syariah Law which states all food served must be Halal. McDonalds is one of the many fast food chain restaurant in Malaysia gained Muslim consumer confident. McDonalds in Malaysia underwent rigorous inspections by Muslim clerics to ensure ritual cleanliness the chain was rewarded with a Halal (clean and acceptable) certificate, indicating the total absence of pork products. )Technological Environment McDonalds has been adopting the use of technology in delivering its fast food to their consumers. The use of telecommunication technology is a good strategy to begin in online service diverse from its brick and mortar concept. As explained above McDonalds had expanded their call centre capability which “now can handle up to 70,000 calls compared to 20,000 previously,” . In addition, McDonald Malaysia is also working an allowing customer to order a pay online. 5)Social Environment
McDonalds also concern about the social environment. McDonald s is dedicated to promoting a balanced and active lifestyle. McDonald s is constantly implementing measures to improve its services quality and value of its products to stay ahead of the rat race in these difficult times. OPPORTUNITY •The fast food trend in Malaysia has benefited MCD as they are able to capture more market share and customers. •Malaysian would like to eat outside which the increasing of number of women workers. They would like to look convenience place to eat as MCD provide it for them. •The technology advance has improved MCD services effeciency as their customer able to order through phone and online. •The growing internet users in Malaysia supported for this kind of service – 24 hours services which open a revenue where it for MCD as customers look for quick meal at late night. THREAT •The increased of competitors from KFC, Subway, Burger King and etc. has made the competition for market share in Malaysia tighter. Customers have more range of fast food being offered and they would have no brand loyalty with one brand. •MCD need to fight back with their promotion and advertisement to gain the customer feeling. They need to spend a large amount of money on it. •The health concern has become a main treat for MCD as most customers concern on healthy foods. Fast food is considered unhealthy because of too oily. This will decreased the number of customers to purchased MCD foods
