With the fast food giant launching its new products the “White Chocolate Mocha” and the “Pumpkin Spice Latte”, it cannot help but find itself in direct competition with other more specialized brands such as Dunkin’ Donuts, or Starbuck’s in terms of its services as explained in the beneath article by Bloomberg Businessweek.

Furthermore, not only is McDonalds restricting its sales of breakfast products to the insides of its restaurants but it has also recently launched a supply of “McCafé bagged coffee” bags.

By carrying out SWOT analysis, much can be said about McDonalds’ strategy here. Indeed, it is no longer attempting to administrate McCafé as a secondary subsection, but somehow as a second side of the company entirely, willing to make it very competitive. Using its pre-established added value; accessibility, its opportunity would originate from the fact that it could seize big market shares, fast. Its brand proposition as “unsnobby” coffee, referring to lower prices and perhaps faster service, is expected to help them boost sales.

The answer to whether or not McDonalds will reach its desires in the breakfast business will be unveiled in the following months, could McCafé become one of the new serious leaders of morning coffee?

Link to Article: http://www.businessweek.com/articles/2013-11-15/in-mcdonalds-breakfast-war-with-coffee-chains-a-new-front-supermarket-shelves#r=hpt-fs