SWOT Analysis of McDonald's Australia Holding Limited: Executive Summary: This report will present the SWOT analysis of McDonald's Australia Holding Limited. Company reports, the McDonald's website and articles from the Internet will be used. The purpose is to show where McDonald's is doing well and where it is doing poorly. Towards the end, there will be some recommendations that can help McDonald's turn its weaknesses into strengths and threats into opportunities. Introduction: The first McDonald's store opened in 1955. It took a negotiation between milkshake salesman Ray Kroc and the McDonald brothers to create a restaurant that is now one of the largest industries in the world (McDonald's Australia 2014). (McDonald's Australia 2014) states that: "Ray Kroc made them an offer", let me open a new McDonald's store and I will give you half of 1% of the gross sales for the use of the name and idea. McDonald's is famous for its Happy Meals for children and McChicken and The Big Mac that young people can enjoy eating. Also among the desserts provided, the famous McFlurry and the Chocolate Sundae. By now you might even judge it as the unhealthiest place in the world, but it's up to you to take care of your diet. McDonald's, like any other restaurant, provides nutritional advice and supplies its customers with ingredients. This report will show the strengths, weaknesses, opportunities and threats of McDonald's. The SWOT analysis will be provided below in a table. Next, there will be a discussion section explaining the strengths, weaknesses, opportunities, threats with details and further information explaining why they were chosen. Finally, recommendations will be made on how M...... half of the paper... later will improve the company's reputation. References: IBISWorld 2014, McDonald's Australia Holding Limited, company report, viewed 16 April 2014, retrieved from IBISWorld Database.Johnston, I 2013, ''Fast food is the 'unhealthy choice', McDonald's tells its staff, The Independent , December 25, viewed April 16, 2014, http://www.independent.co. uk/lifestyle/food-and-drink/news/fast-food-is-the-unhealthy-choice-mcdonalds-tells-its-own-staff-9025364.html.McDonald's Australia (2014), Macca's Story, McDonald's Australia, viewed 16 April 2014, < https://mcdonalds.com.au/about-maccas/maccas-story > Whyte, S 2013, ''The fat's in the fire line as McDonald's home Delivers' ', Lifestyle, viewed 16 April 2014,>.