ANALISIS QUANTITATIVE STRATEGY PLANNING MATRIX

Restoran McDonalds

DEASSY RIZKY SYAHPUTRI (115060700111078) NIKITA ASHARDIKA PUTRI (115060707111071) HENDRA TIA

Strategies No.
1. 2. 3. 4.

Key Internal Factors

Strong brand name, image and reputation McDonalds Plan to Win focuses on people, products, place, price and promotion Strong global presence in more than 100 countries McDonalds was able to lead the market with innovation and standardization of products and processing technologies successfully

Weight
0.097 0.07866 0.1508 0.08161

Market Penetration

Market Development

Product Development

AS
4 3

TAS
0.388 0.23598

AS
4 3

TAS
0.388 0.23598

AS
3 4

TAS
0.291 0.23598

3 3

0.4524 0.24483

4 3

0.6302 0.24483

3 3

0.4524 0.24483

5 6. 7. 8. 9. 10.

McDonalds operates in the food service industry through companyowned restaurants, franchises, and licenses worldwide Unhealthy food image Legal actions related to health issues, there are use of trans fat and beef oil McDonalds embroiled in controversy when distributing food stamps, balloons, and toys to sick children in the UK Customer losses due to fierce competition McDonalds failed to tell the public that the oil contains saturated fat was not replaced and still have not replaced with vegetable oil
0.12318 0.03773 0.15328 0.12231 0.09772 0.05771

0.36693

0.36693

0.48924

2 3

0.19544 0.17313

3 3

0.29316 0.17313

4 4

0.39088 0.23084

0.45984

0.45984

0.45984

2 3

0.24636 0.11319

4 2

0.49272 0.07546

4 4

0.49272 0.15092

TOTAL

2.8761

3.36025

3.43865

Strategies No.
1. 2. 3. 4.

Key External Factors

High loyalty of the customer High profitability as companies adjust consumer tastes in the market for new products Advances in technology are constantly evolving Number of restaurants McDonalds increased in every region of the world McDonalds restaurant performance on global markets is very significant (low cost menu, freebies and discounts)
McDonalds competitors threatened market share of the company both internationally and domestically. Legal challenges outrage from consumer groups, activists, unions, health professionals and religious around the world McDonalds of contributing to health risks including obesity McDonalds China blamed for low pay of employees who are in school Struggle to meet expectations of customers towards health and environmental issues

Weight
0.108224 0.090463 4 3

Market Penetration

Market Development

Product Development

AS

TAS
0.432896 0.271389

AS
4 4

TAS
0.432896 0.361852

AS
4 3

TAS
0.432896 0.271389

0.060891 0.04768

3 3

0.182673 0.14304

2 4

0.121782 0.19072

2 3

0.121782 0.14304

5 6. 7. 8. 9. 10.

0.111528

0.334584

0.334584

0.446112

0.167851 0.159328 0.121166 0.092175 0.040695

0.671404

0.671404

0.503553

0.477984

0.477984

0.477984

2 2 3

0.242332 0.18435 0.122085

2 2 3

0.242332 0.18435 0.122085

4 2 4

0.48464 0.18435 0.16278

TOTAL

3,06273 7

3,13998 9

3,22852 6

SUM TOTAL ATTRACTIVENESS SCORE

No.
1. 2.

Key Factors Internal Key Factors External Key Factors

TOTAL ATTRACTIVENESS SCORE

Market Penetration
2.8761 3,062737

Strategies Market Development

3.36025 3,139989

Product Development
3.43865 3,228526

5,938837

6,500239

6.667176

Berdasarkan perhitungan dari QSPM (Quantitative Strategy Planning Matrix) dengan menggunakan analisis internal dan external, dapat ditarik kesimpulan bahwa strategi yang seharusnya digunakan oleh McDonalds adalah strategi Product Development. Dari tabel Total Attractiveness Score dapat dilihat bahwa strategi Product Development memiliki Total Attractiveness Score yang paling tinggi daripada ketiga strategi yang lain yang menunjukkan bahwa strategi ini yang paling cocok dengan keadaan McDonalds saat ini. Dengan menggunakan Product Development disini dimaksudkan agar McDonalds dapat secara intensif mengembangkan pasar dengan cara mengembangkan produk-produknya sesuai dengan apa yang dibutuhkan masyarakat. Juga supaya McDonalds memenangkan persaingan pasar dengan kompetitor. Karena, jika produk yang dijual hanya itu-itu saja, sedangkan kemauan pasar tidak stagnan, dikhawatirkan akan mengancam eksistensi McDonalds itu sendiri.