In conclusion, McDonald’s Australia Holdings has developed for several decades, and also gained a large marketing in the Australia. There are lots of advantages in their restaurants that could develope in the future and the weakness that they need to improve. Based on the fast development of society, they need to take the opportunities and change themselves to meet the customers’ needs. In a word, McDonald's Corporation always keep going forward and improving themselves not only in the field of food, but also in the field of management and financial business et al, so that they could gain such a huge market and keeps growing.
总之，麦当劳澳大利亚控股公司发展了几十年，在澳大利亚也获得了巨大的市场份额。他们的餐厅有很多优点可以在未来发展，也有缺点需要改进。基于社会的快速发展，他们需要抓住机遇，改变自己，以满足客户的需求。总之，麦当劳公司不仅在食品领域，而且在管理和金融业务等领域不断前进和完善，从而获得了如此巨大的市场并不断发展壮大。
In addition, the third important one is opportunity. For c, the opportunity could be the increasing of the need of the Home meal delivery (McDonald, M., 1996). Besides, the varying customer’ habits as well as the new customer groups could be the other opportunity for them to explore the market. Further more , the other opportunity is to change customer habits and new customer groups, such as the habit of afternoon tea in Australia, the Macdonald’s coffee, Macdonald’s express and Macdonald’s stop et al. Restaurants. All of them are designed and developed in order to meet the opportunity of changing habits of customers.
Based on the SWOT analysis, there are several recommendations provided for the McDonald’s Australia Holdings, including their strengths on the one hand, and on the other hand, they could find more opportunities and also make full use of them . The first one is to change or adjust their target market, that is to say, they could pay more attention to the newly population, such as the students and young child. In order to attract them, some special strategies need to be used including the students’ coupon, the gifts for children and so on. Besides, there is a need to develope the new product in order to meet the need of health eating, for example, the rice with delicious fruits and fresh could be a good choice. The milk with special flavor is also a alternative for people in the Australia where there is enough and good qualified milk. In addition, in order to gain the opportunity of the increasing need for the home delivery, McDonald could develope the new way in this field, and at the same time, try their best to promote their advanced service and provide a more convenient service for the customers. And McDonald could also take the opportunity, changing customer habits and new customer groups. That is to say, with the development of the economics and the culture, there is some things that are changing with the economics, such as the will for the health food, the need for the new products and the better life habits and so on. As a result, Macdonald could also develope more theme restaurants in order to meed people’s needs and changing habits. For example, they has developed the cakes, coffee, the ice creams, and other snakes that is provided in the afternoon. Many customers who would like to have a talk or the business in their restaurants.
The SWOT analysis includes four sections, including the strengths, weakness, opportunities and the treats, which is used to make an analysis of the situation of the marketing or a company in order to have a comprehensive understanding of their features and try to make up for the weakness and improve the advantages (Hill, T., & West brook, R. , 1997).
