圖書館

ABSTRACT

THE OBJECTIVE OF THIS THESIS IS TO PRESENT AN IN-DEPTH FINANCIAL VALUATION ANALYSIS OF MCDONALD'S CORPORATION, THE LARGEST MULTINATIONAL FAST-FOOD CHAIN IN THE WORLD. THE STUDY AIMS TO ASSESS MCDONALD'S FINANCIAL HEALTH, ITS VALUE AND GROWTH POTENTIAL THROUGH A COMPREHENSIVE EXAMINATION OF ITS HISTORICAL PERFORMANCE, STRATEGIC INITIATIVES AND FUTURE PROSPECTS WITHIN THE FAST-FOOD INDUSTRY. THE STUDY EMPLOYS A QUALITATIVE ANALYSIS OF MCDONALD'S FINANCIAL DATA FROM 2018 TO 2022, INTEGRATED WITH A SWOT ANALYSIS, AN INDUSTRY MARKET ASSESSMENT, AND PORTER'S FIVE FORCES MODEL, TO GAIN INSIGHT INTO THE COMPANY'S COMPETITIVE POSITION. A COMPREHENSIVE ANALYSIS OF THE ECONOMIC LANDSCAPE, BOTH ON A GLOBAL SCALE AND WITHIN KEY REGIONS SUCH AS THE UNITED STATES AND CHINA, PROVIDES A FRAMEWORK FOR UNDERSTANDING THE PERFORMANCE AND VALUATION OF MCDONALD'S IN THE MARKET. THE STUDY'S FINDINGS ARE THEN SET OUT IN A SERIES OF RECOMMENDATIONS FOR MANAGEMENT, WHICH CONCLUDE THAT THE CURRENT SHARE PRICE FOR MCDONALD'S MAY BE UNDERVALUED. THIS STUDY PROVIDES A COMPREHENSIVE FRAMEWORK FOR FINANCIAL VALUATION, WHICH CAN BE USED TO ASSESS THE MARKET PERFORMANCE AND FUTURE GROWTH OF SIMILAR MULTINATIONAL FAST-FOOD COMPANIES.