Marketing Competition Analysis of the Feasibility of Investment in McDonald’s

DOI

10.2991/aebmr.k.220603.156How to use a DOI?

Keywords

McDonald’s; Investment feasibility; Value chain; CSR; Porter’s five forces; Fast-food industry

Abstract

With the globalization of the world, the development of western fast-food industry in China is getting better and better. McDonald’s, as the leader of the western fast-food industry, has established a good market and has a group of loyal customers in China in recent years. In order to make a judgment on McDonald’s investment feasibility, this paper mainly uses Porter’s General Strategies, value chain, CSR models and Porter’s five forces to analyze McDonald’s internal and external market environment, comprehensively evaluates the competitive advantages and disadvantages of McDonald’s in China’s fast-food industry from different aspects, and find that the competitive advantages of McDonald’s far outweigh its disadvantages in the comprehensive internal and external environment. This paper may offer some references for the investors who want to investment in McDonald’s.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yupu Sun
PY  - 2022
DA  - 2022/07/01
TI  - Marketing Competition Analysis of the Feasibility of Investment in McDonald’s
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 944
EP  - 949
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.156
DO  - 10.2991/aebmr.k.220603.156
ID  - Sun2022
ER  -