McDonald's: Strategic challenge and SWOT analysis

Abstract

In the 90s, the firm had to cope with a number of challenges: The microwave oven, increasing health consciousness and competition.

In 1999, as Jack Greenberg took over the reins of the firm, the situation was complicated due to competition between fast-food giants.

McDonald's timelines:
1937: The McDonald brothers opened a drive-in in Passadena.
After opening a much larger restaurant in San Bernardino, they introduced the "Speedy Service System" in 1948.
1952: First McDonald's franchise in Phoenix.
1955: Ray Kroc funds McDonald's System. Inc.
1961: Kroc & Sonneborne change the franchise concept in real estate operations.
In the same years the Hamburger University was established: A key element for the McDonald's Business Model.
1963: McDonald's sells 1 million hamburgers a day, and had its first national meeting.
1965: The firm became a public company.
1971: The company opened its first restaurants in Japan, Germany and Australia.