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Contemporary businesses cannot afford to ignore the environments in which they operate. To navigate this vast and ever-changing landscape, businesses must keep a keen eye on the external factors that influence it. Customer behaviour, government regulatory and economic policy, competitor strategy and public opinion all impact on a firm's success. The environmental scan report is an effort to identify these factors and propose solutions to the risks they pose.
McDonalds, the name itself prompts its glorious leader position it holds in the fast food industry.But it has been identified that it is not away from controversies.Also when analysed geographically it has been identified that it does not hold the leader position in US, the resturant hub and Australia.This brings in concern to identify the environment and external factors that could be a reason of not attaining the leader position. The environmental scan and external factor analysis identifies it to be loss of brand image that attributes to its losing the leader position.
The report analyses the Australian fast-food market market by use of various frameworks and models like Porters, PESTLE,External Factor Analysis.It also brings out the SWOT analysis fro McDonalds, to rightly gauge the capability of McDonalds to manage its competitiveness in the market.
As per recommendation, it has been identified that if air-fried and healthy products are added t the existing menu, it can bring about drastic imapct in upgrading the brand image and hence the brand value of McDonald. An assessment of Subway, its closest competitor in Australia has been considered as part of the report to identify competitor's marketing strategy, that can be considered when reformulating McDonalds strategy for attainment of its objectives.
Businesses are expanding and not limited to the sphere of a city. Also, competitive forces are posing challenges, even to an extent for a company to come to a shut down position.Such trials makes it mandatory for companies to properly assess the external environment that it operates in. And, this keeps the organization adapt to manage the challenges and expand (Usui, 2017). But, the task of analysing a market is not limited to a few readings.Proper theory based frameworks have been designed by critics that help analyse the different aspects of the environment that affects an organization's functioning in it.The present report considers McDonald's external environment.It limits to the boundaries of Australia when assessing the environment to consider McDonald's position in the market, the challenges it is presently facing and how it can manage its competitiveness amidst these challenges in the Australian market.
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