Knowing that Weaknesses are controllable variables, in this section is where you identify the weakness and then the steps necessary to make it a strength

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Knowing that Weaknesses are controllable variables, in this section is where you identify the weakness and then the steps necessary to make it a strength. You, too, need to look at the Threats and see if you can refer to them as opportunities - if able.

((weaknesses are:

·    There is negative publicity about the products that McDonald's sells are fast food and contains a high amount of fat, carbohydrate, salt, and sugar. Due to this, there is a trend of obesity in children.

·    The US market for the burger outlet is almost saturated. So McDonald's has to look for taking its product internationally to other countries, which involves cultural and economic challenges.

·    McDonald's and its competitors such as Burger King and Wendy's have very similar offerings. This puts pressure on pricing and retention efforts.

More dependent on Franchise: The business model of McDonald's is designed in a way that is more dependent on its franchises, which mainly operate about 90% of McDonald's business.

threats are:

·    Risky Investments in Technology Initiatives: Although the innovative changes done by McDonald's have a positive outlook, the investment in technology is still risky. The public pace of adapting new technologies may slow down the return on investment, and the results of enhancing customer experience may not generate the expected returns.

·    Development in many countries around the world will create cultural obstacles. Each country has a different culture and belief; therefore, if not responding in time will cause unintended damage, worsening the brand image.))