Mcdonalds Pestel

PESTEL
 ANALISYS
 OF
 THE
  MACRO-­‐ENVIROMENT
 OF
  McDonald’s
 SPAIN
 

 
  McDonald's
 Corporation
 is
 the
 world's
 largest
  chain
 of
 hamburger
 fast
 food
 restaurants,
 serving
 
around
 68
 million
 customers
 daily
 in
 119
 countries.
 McDonald's
 primarily
 sells
  hamburgers, cheeseburgers,
 chicken,
 french
 fries,
 breakfast
 items,
 soft
 drinks,
  milkshakes
 and
 desserts.
 In
 response
 to
 changing
 consumer
 tastes,
 the
 company
 has
  expanded
 its
 menu
 to
 include
 salads,
 wraps,
 smoothies
 and
 fruit.
 
  We
 are
 going
 to
 make
 an analysis
 of
 its
 strategic
 profine
 of
 the
 generic
 enviroment,
  called
 PESTEL
 analysis.
 So,
 we
 will
 be
 analyzing
 how
 factors
 that
 affect
 any
 company,
  affect
 this
 one
 positively
 or
 negatively.
 
 

  POLITICAL
 FACTORS:
 
 First
 of
 all,
 Spanish
 institutional system
 relys
 on
 3
 main
  authorities:
 local
 one,
 reginonal
 and
 central
 governance.
 That
 means
 that
 companies
  have
 to
 follow
 several
 different
 laws,
 besides,
 of
 course,
 the
 european
 regulations
 that
  affect
 every
 country
 in
 the
 European
 Union.
 
  We have
 also
 got
 to
 take
 into
 account
 that
 Spain
 has
 always
 been
 a
 country
 with
 a
  constantly
 growing
 economy
 and
 since
 the
 end
 of
 dictatorship,
 with
 a
 stable
 political
  enviroment.
 Although
 nowadays
 we
 are
 suffering
 a
 deep
 crisis
 that
 affects every
 family
  and
 business;
 
 the
 crisis
 has
 had
 a
 definitive
 consequence:
 the
 decreasing
 purchasing
  power.
 That
 isn’t
 necesarily
 bad
 for
 most
 enterprises.
 In
 this
 case,
 it
 is
 probably
 an
  oportunity
 for
 the
 restaurant
 chain,
 as
 they
 offer
 quality product
 at
 very
 low
 prices.
 
  Other
 political
 factor
 that
 will
 affect
 decisively
 enterprises
 is
 the
 ideology
 choosen
 by
  the
 current
 political
 party
 governing
 the
 country.
 Depending
 on
 this,
 the
 central
  goverment
 will
 carry
 out
 policies
 related
 with employment,
 wages,
 types
 of
 contracts,
  taxes
 and
 
 subsidies.
 
 
  ECONOMIC
 FACTORS;
 
 Spain
 is
 regarded
 as
 the
 world's
 23rd
 most
 developed
 country,
  among
 the
 countries
 of
 very
 high
 human
 development.
 Until
 2008
 the
 economy
 of
Spain
 had
 been regarded
 as
 one
 of
 the
 most
 dynamic
 within
 the
 EU,
 attracting
  significant
 amounts
 of
 foreign
 investment.
 
  Nowadays
 Spain
 is
 suffering
 a
 deep
 economic
 crisis
 that
 has
 had
 really
 important
  consequences
 for
 every
 spanish
 entrepeneur
 and
 family.
 It is
 true,
 that
 as
 I
 have
 said
  previouslly,
 non
 situation
 is
 completely
 good
 or
 completely
 bad
 for
 every
 enterprise,
  but
 the
 truth
 is
 that
 if
 the
 Satate
 has
 serious
 problems
 for
 financing
 its
 activities
 and
  has
 to
 pay
 high
 interest...