Executive SummaryThe purpose of this report is to conduct a SWOT analysis for McDonald's Australia Holdings and the introduction of their new range of healthy products such as muesli, yogurt and fresh fruit juices. The basis of this report is based on findings from numerous sources such as newspaper and academic journal articles, company and industry reports which suggest that there is a gap in the market for more meal options. health conscious. With the right product, this is a market that McDonald's Australia can capitalize on and become an innovator in a market whose demand has not been met.IntroductionMcDonald's restaurant chains operate in succession across the world. The first McDonald's store was opened in the United States in 1955, with the first Australian store opening sixteen years later in 1971 in the Sydney suburb of Yagoona, now with over 900 stores and 9,000 employees and controlling 15% of the market (IBISWorld 2013) in Australia. alone. Since opening the first store, McDonald's has continued to innovate in the fast food industry with concepts such as Drive Thru and McCafe, helping McDonald's cement its place as one of the market leaders in an industry where the demand is so widespread. McDonald's prides itself on its ability to provide fast service and quality food at affordable prices, establishing itself as the long-time leader in fast food, with an estimated revenue of $1,570,014,899 ( EBSCOhost) in Australia.Forces1. Internationally known2. Large market share3. Accessibility4. Ability to target different markets5. Strong partnerships with other brands6. Recognizable logo7. Low price Weaknesses1. Unhealthy food menu2. Similarities with other companies3. Sometimes negative middle of paper......industry revenue, industry report, IBISWorld, accessed April 15, 2014, from IBISWorld databaseCahill, J 2014, 'McDonald's dollar menu: Dividends, buybacks', Crain's Chicago Business, 37, 14, p. 0004, Regional Business News, EBSCOhost, accessed April 16, 2014Gargano, S 2014, Menu maneuvers: Operators introduce healthier food options to boost revenue, industry report, IBISWorld, accessed April 15, 2014, retrieved from IBISWorld databaseGough, A 2014, 'Bite on Maccas,' Courier-Mail, April 6IBISWorld 2014, Fast Food Services, Industry report, IBISWorld, accessed April 15, 2014, from IBISWorld databaseIBISWorld 2014, McDonald's Australia Holdings , company report, accessed April 16, 2014, retrieved from IBISWorld database 'McDonald's Australia Holdings Limited', nd, nd, Company Information, EBSOhost, accessed April 16 2014.