Wireless Internet at McDonalds - SWOT Analysis, Market Research, and Service Overview

With little up-front or ongoing investment, McDonald's has little risk and a large upside in offering wireless services in its U.S. stores. Long term international development offers McDonald's more expansion opportunities, especially in Asia, Latin America and Europe.
SWOT Analysis - Threats
As an international company, changes in the global economy affect McDonald's plans for international expansion. McDonald's top seven markets (US, Japan, UK, Canada, Germany, France and Australia) have helped to compensate for weaker markets during economic decline, but these conditions may not persist. A lack of demand for food services in general, and high end services in particular, could dampen the prospects for the success of not only the wireless offering, but the entire company and its nascent McCafé concept. While the wireless service carries few costs, it depends on a high volume of store traffic that may not be present in a competitive and declining market.
…