McDonald's study case complete

1. Class 1 – Group 4 – Case Study 15: McDonald’s Corp.
Strategic management
McDonald’s Study Case
Group Member:
1) Tống Trần Thanh Phương - 295920
2) Trần Hữu Minh Quân - 295923
3) Phạm Châu Bảo Khoa - 295916

2. Table of Contents
I/ Problems 1
II/ Executive Summary 1
A/ Background 2
B/ History 2
C/ Vision Statement 3
D/ Mission Statement 3
E/ Objectives 4
F/ Strategies 4
G/ Products of McDonald’s 5
H/ Service of McDonald’s 6
I/ Competitors of McDonald’s 7
J/ Market Condition 8
K/ Recommendation 9
II/ Financial Ratios 10
A/ Short-term solvency, or liquidity, ratios 15
B/ Long-term solvency, or financial leverage ratios 16
C/ Asset utilization, or turnover, ratios 17
D/ Profitability ratios 18
E/ Market value ratios 19
III/ Product life cycle 20
IV/ Current strategy of McDonald’s 20
V/ SWOT Analysis 21
A/ Strengths 22
B/ Threats 23
C/ Weaknesses 24
D/ Opportunities 25
VI/ TOWS Matrix
A/ S-O Strategies 26
B/ S-T Strategies 26
C/ W-O Strategies 26

3. D/ W-T Strategies 27
VII/ Competitive Profile Matrix – CPM Matrix 28
VIII/ External Factors Evaluation (EFE) Matrix 30
IX/ Internal Factors Evaluation (IFE) Matrix 32
X/ Boston Consulting Group (BCG) of McDonald’s products 34
XI/ The strategic Position and Action Evaluation (SPACE) Matrix 36
XII/ Grand Matrix 38
XIII/ Quantitative Strategic Planning Matrix (QSPM) Matrix 40
XIV/ Recommendation 45
XV/ Method 45
XVI/ Timetable 48
XVII/ Recommendations for annual objectives and policies for the company 49
XVIII/ Recommendations on procedures for strategy review and evaluation 50
XIX/ Conclusion 50
XX/ References 51

4. 1
I/ Problems:
The fast-food industry in US market becoming more narrow and saturate, and McDonald’s
position is in decline stage. Chief Executive Don Thompson stated: “More specifically, growth
in the informal eating-out industry has been relatively flat to declining around the world and we
expect that to continue.”
The market is quickly evolving and maturing, more competitors gaining market share and started
to change their menu to be healthier. McDonald’s is facing lots of tough competitors in the
market which demand for healthier and exotic foods from Burger King, Wendy’s. In the
meantime, McDonald’s also losing market share as well as customers from Subway, Chipotle
and Taco Bell. Consequently, McDonald’s must have turnaround strategy in order to gain back
market share as well as solving these problems.
II/ Executive Summary
McDonald’s Corporation is a “Centralized, International company”, which is the largest
chain of fast food restaurants with more than 30,450 fast-food restaurants in 121 countries
worldwide. Fifty eight percent of these stores are operated by franchisees, twenty eight by the
company, and fourteen percent by affiliates.
McDonald’s expand its market into foreign countries through three primary methods,
franchising, company owned restaurants, and joint ventures which will help McDonald’s
easily to be accepted into unfamiliar markets and franchising continues to contribute heavily
to McDonald’s international success. Although its expansion rapidly, McDonald's still
manage a tight grasp on operations, cost and quality by using a centralized, international
structure. However, McDonald needs to face the risk of its change in operation strategy.

5. 2
A/ McDonald’s Background
Founded: 1955, Franchising since: 1955
McDonald operations in over 121 countries and over 35,000 locations around the globe with
more than 1.5 million employees and become the largest fast food service and supplier in the
world which serves approximately 70 million customers per day. McDonalds earns revenue
by operating restaurants, franchising and investing in properties. However, they view
themselves primarily as a franchisor and believe that franchising is important to delivering
great customer experiences and gaining profitability. At year-end 2013, more than 80% of
McDonald’s restaurants were franchised worldwide. McDonald’s revenues gain $28.1
billion in 2013.
B/ History
• 1940 First McDonald’s
• 1952 Attempts at franchising
• 1954 Milk Shake Machine
• 1955 prototype opens in Des Plaines, IL
• 1956 14 McDonald’s
• 1961 McDonald brothers sell rights
• 1965 McDonald’s go public
• 1968 Introduction of Big Mac and shift to Network Television
• 1970 1600 restaurants
• 1980 6000 McDonald’s Restaurants
• 1990 record sales
• 1994 Kuwait City, Kuwait
• 2002 Forty seven years after
1. 30,000 locations
2. 2000 new restaurants
3. World Wide Web
4. McDonald’s a recognized Brand Name
 2003 McDonald’s Plan to Win is Launched

6. 3
 2005 50th Anniversary of McDonald
 2006 Introducing Snack Wrap
 2008 Global Packaging Redesign
 2009 McCafe Goes National
 2011 McDonald’s Now Operates in 119 Countries
C/ Vision Statement
"McDonald's vision is to be the world's best quick service restaurant experience. Being the
best means providing outstanding quality, service, cleanliness, & value, so that we make
every customer in every restaurant smile."
Their mission confirms that they offering excellent quality, service, cleanliness, and value so
that they can make their customer in every restaurant smile and satisfy with their products.
They attain best value by providing top quality products at reasonable prices.
D/ Mission statement
McDonald's mission is to be our customers' favorite place and way to eat and drink by
serving core favorites such as our World Famous Fries, Big Mac, Quarter Pounder and
Chicken McNuggets with inspired people who delight each customer with unmatched
quality, service, cleanliness and value every time. We invite you to be the part of this
winning team and give yourself an opportunity to grow with the family of people striving to
create smiles on the faces of millions of people every day.
Organization’s focus is mainly towards the external and internal customers such as
consumers and employees. Furthermore, the company is committed to innovate and use the
latest technology to earn huge profits.

7. 4
E/ Objectives
With the strategy more restaurant locations are opened the more customers will be served,
and gain higher profit and this plan has been successful, both in the domestic and foreign
markets.
The Main Objectives of a Business are:
 To maintain the leadership in fast food restaurant industry
 To serve the customer with good food in a friendly and fun environment
 Providing the quality food and value of money to the customer
 Providing the shareholder a positive return on their investments
 To meet the social and ethical responsibility
Aims & Objectives of McDonald’s’ – “it’s what I eat and what I do…I’m lovin’ it”
McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the
competition in the fast food industry and to find new strategies that would help the restaurant
successfully compete in the a fiercely competitive market.
F/ Strategy
The strength of the alignment among the Company, its franchisees and suppliers (collectively
referred to as the "System") has been key to McDonald's success. By leveraging our System,
we are able to identify, implement and scale ideas that meet customers' changing needs and
preferences. In addition, our business model enables McDonald's to consistently deliver
locally-relevant restaurant experiences to customers and be an integral part of the
communities we serve.

8. McDonald's customer-focused Plan to Win ("Plan") provides a common framework that
aligns our global business and allows for local adaptation. We continue to focus on our three
global growth priorities of optimizing our menu, modernizing the customer experience, and
broadening accessibility to Brand McDonald's within the framework of our Plan. Our
initiatives support these priorities, and are executed with a focus on the Plan's five pillars -
People, Products, Place, Price and Promotion - to enhance our customers' experience and
build shareholder value over the long term. We believe these priorities align with our
customers' evolving needs, and - combined with our competitive advantages of convenience,
menu variety, geographic diversification and System alignment - will drive long-term
sustainable growth.
5
G/ Products of McDonald’s:
 Beverages: Cold-Coffee, ice tea, hot serves, McShakes
 Non-Vegetarian Menu: Filet-O-Fish, , Chicken McCurry Pan, McChicken.

9.  Vegetarian Menu: Crispy Chinese, McALOOtikki, Mc Veggie, Pizza McPuff,
6
Paneer Salsa Wrap.
H/ Service of McDonald’s:
McDonald’s fast-food chain has more than 15,000 Wi-Fi enabled restaurants around the
world. They bring to customers not only innovated but also convenient services that enhance
customer’s loyalty and customer visits. McDonald’s provides high quality Wi-Fi service with
variety of connection options: online credit card payment, subscriptions, prepaid cards, or
promotional coupons. They also support customers with the hotline number which can be
handy in their restaurant.

10. 7
I/ Competitors of McDonald’s:
As one of the largest fast-food chain in global market, McDonald’s has a lot of competitors
which all seeking a share of the market. Therefore, a big company like McDonald’s has to
differentiate their brand from other rivals with various competitive tactics which makes them
overtake the market share with more than twice Worldwide system wide sales than their
competitors such as Yum, SUBWAY, Burger King.

11. 8
McDonald’s major competitors: Burger King, YUM, WENDY, Subway, Pizza Hut.
J/ Market condition:
The demand for fast food nowadays not only focus on quick service, easy to eat and cheap.
People demand increasingly changed in 5 years ago today.
1. Healthy problem:
People increasingly want to know about the ingredients and their origins in food. By
doing that, they will know exactly if the food is good for their health or not. This is also
the top priority when people choosing between many different restaurants when they
eating out. People today pay more attention to their health and they are willing to pay a
premium for better ingredients.
2. The flavors:
In the past, we only choose to eat at fast food restaurant because of it quick service and
we tend to save our time and money; we do not pay much attention to the food quality
and its flavors. Today, along with the increased of many fast food brands, customer
demand also raised. The quality of each meal and the taste are more interested. The
diversity of restaurant menu also increases the success of the restaurant.

12. 9
3. More vegetable and fruits:
Every fast food restaurant has vegetable and fruit in their menu such as salad or French
fries, but customers expect more fresh fruits and vegetable than that. Customers tend to
choose food which is healthy for them so adding more products from vegetable will
support the success of restaurants.
4. Beverage:
Any kind of restaurants included fast food restaurants not only about the foods, but also
required good quality and innovative beverage. Fast food restaurants in the past only
served soda which is the main cause for obesity. Because of that, fruit and vegetable
juices are showing strength, fast food restaurants which served smoothies are more
welcome than other restaurants.
K/ Recommendation
 More Healthy Choices to remove Obesity link with McDonald’s. McDonald should
develop menu choices that are healthy and socially acceptable to keep their position in
the market. So they need to develop new innovative, healthy foods and menus with low
cost, such as more healthy food with vegetables included in the burgers, less oil should be
added.
 Using local sources decreases the time to market, and also decreases the use of fuel to
transport goods to protect the environment, involving more on social accountability, such
as employing more disabilities to work in the restaurant which can improve their brand
image.
 Understand Local Tastes; provide special Local menus for each country while offering
the basic burger and fries. Increasing the presence in Asian countries: new big market to
entrance and new opportunities to expansion the scale of the organization and also
increase Drive through Branches.

13.  Improve quality-training course so as to improve staffs attitude on customer service and
provide more add-valued services such as Delivery Services to every Potential Customer,
Potential Segment to compete with the competitors.
10
II/ Financial ratios:
Income Statement
Period Ending 31-Dec-13 31-Dec-12
Total Revenue 28,105,700 27,567,000
Cost of Revenue 17,203,000 16,750,700
Gross Profit 10,902,700 10,816,300
Operating Expenses
Research Development - -
Selling General and
Administrative
2,138,400 2,211,700
Non Recurring - -
Others - -
Total Operating Expenses - -
Operating Income or Loss 8,764,300 8,604,600
Income from Continuing Operations
Total Other
Income/Expenses Net
-37,900 -9,000

14. 11
Earnings Before Interest
And Taxes
8,204,500 8,079,000
Interest Expense - -
Income Before Tax 8,204,500 8,079,000
Income Tax Expense 2,618,600 2,614,200
Minority Interest - -
Net Income From
Continuing Ops
5,585,900 5,464,800
Non-recurring Events
Discontinued Operations - -
Extraordinary Items - -
Effect Of Accounting
Changes
- -
Other Items - -
Net Income 5,585,900 5,464,800
Preferred Stock And Other Adjustments - -
Net Income Applicable To Common Shares 5,585,900 5,464,800

15. 12
Balance sheet
Period Ending 31-Dec-13 31-Dec-12
Assets
Current Assets
Cash And Cash Equivalents 2,798,700 2,336,100
Short Term Investments - -
Net Receivables 1,319,800 1,375,300
Inventory 123,700 121,700
Other Current Assets 807,900 1,089,000
Total Current Assets 5,050,100 4,922,100
Long Term Investments 1,209,100 1,380,500
Property Plant and Equipment 25,747,300 24,677,200
Goodwill 2,872,700 2,804,000
Intangible Assets - -
Accumulated Amortization - -
Other Assets 1,747,100 1,602,700
Deferred Long Term Asset Charges - -
Total Assets 36,626,300 35,386,500
Liabilities
Current Liabilities
Accounts Payable 3,170,000 3,403,100
Short/Current Long Term Debt - -
Other Current Liabilities - -
Total Current Liabilities 3,170,000 3,403,100
Long Term Debt 14,129,800 13,632,500
Other Liabilities 1,669,100 1,526,200
Deferred Long Term Liability Charges 1,647,700 1,531,100
Minority Interest - -
Negative Goodwill - -
Total Liabilities 20,616,600 20,092,900

16. 13
Stockholders' Equity
Misc Stocks Options Warrants - -
Redeemable Preferred Stock - -
Preferred Stock - -
Common Stock 16,600 16,600
Retained Earnings 41,751,200 39,278,000
Treasury Stock -32,179,800 -30,576,300
Capital Surplus 5,994,100 5,778,900
Other Stockholder Equity 427,600 796,400
Total Stockholder Equity 16,009,700 15,293,600
Net Tangible Assets 13,137,000 12,489,600

17. 14
Cash flow
Period Ending 31-Dec-13 31-Dec-12
Net Income 5,585,900 5,464,800
Operating Activities, Cash Flows Provided By or Used In
Depreciation 1,585,100 1,488,500
Adjustments To Net
141,100 135,900
Income
Changes In Accounts
Receivables
56,200 -29,400
Changes In Liabilities -203,200 -66,500
Changes In Inventories -44,400 -27,200
Changes In Other
Operating Activities
- -
Total Cash Flow From
Operating Activities
7,120,700 6,966,100
Investing Activities, Cash Flows Provided By or Used In
Capital Expenditures -2,824,700 -3,049,200
Investments - -
Other Cash flows from
Investing Activities
150,900 -118,100
Total Cash Flows From
Investing Activities
-2,673,800 -3,167,300
Financing Activities, Cash Flows Provided By or Used In
Dividends Paid -3,114,600 -2,896,600
Sale Purchase of Stock -1,544,500 -2,286,500

18. 15
Net Borrowings 535,300 1,204,600
Other Cash Flows from
Financing Activities
-11,800 -13,600
Total Cash Flows From
Financing Activities
-4,043,000 -3,849,800
Effect Of Exchange Rate
Changes
58,700 51,400
Change In Cash and
Cash Equivalents
462,600 400
A/ Short-term solvency, or liquidity, ratios:
 2012
Current ratio = current assets/current liabilities = 1.45
Quick ratio = (current assets - inventory)/current liabilities = 1.09
Cash ratio = cash/current liabilities = 0.68
 2013
Current ratio = current assets/current liabilities = 1.59
Quick ratio = (current assets - inventory)/current liabilities = 1.3
Cash ratio = cash/current liabilities = 0.88

19. 16
2012 2013
Current ratio 1.45 1.59
Quick ratio 1.09 1.3
Cash ratio 0.68 0.88
Current ratio 1.59 is quite high is short-term liquidity of McDonald’s; the higher figure is the
better, but it’s also indicate an inefficient use of cash and other short-term assets
B/ Long-term solvency, or financial leverage, ratios:
 2012
Total debt ratio = (Total assets - total equity)/total assets = 0.567
Debt-equity ratio = total debt/total equity = 0.891
Equity multiplier = total assets/total equity = 2.313
Times interest earned ratio = EBIT/interest = 63.9
Cash coverage ratio = (EBIT + Depreciation)/interest = 18.5
 2013
Total debt ratio = (Total assets - total equity)/total assets = 0.562
Debt-equity ratio = total debt/total equity = 1.436
Equity multiplier = total assets/total equity = 2.287
Times interest earned ratio = EBIT/interest = 63.61
Cash coverage ratio = (EBIT + Depreciation)/interest = 18.7

20. 17
2012 2013
Total debt ratio 0.567 0.562
Debt-equity ratio 0.891 1.436
Equity multiplier 2.313 2.287
Times interest earned ratio 63.9 63.61
Cash coverage ratio 18.5 18.7
In this case, the total debt is high (0.562) which mean that McDonald’s has 0.562 dollar in debt
for every 1 dollar in asset but lower than in 2012 (0.567). The times interest earned ratio measure
how well McDonald’s has its interest obligations coverage. This is a high figure which mean
McDonald’s can get their profit back quickly.
C/ Asset utilization, or turnover, ratios:
 2012
Inventory turnover = Cost of goods sold/Inventory = 137.64
Days’ sale in inventory = 365 days/Inventory turnover = 2.65
Receivables turnover = Sales/Accounts receivable = 20.04
Days’ sales in receivables = 365 days/Receivables turnover = 18.21
Total asset turnover = Sales/Total assets = 0.78
Capital intensity = Total assets/Sales = 1.28
 2013
Inventory turnover = Cost of goods sold/Inventory = 139.07
Days’ sale in inventory = 365 days/Inventory turnover = 2.62
Receivables turnover = Sales/Accounts receivable = 21.3
Days’ sales in receivables = 365 days/Receivables turnover = 17.14
Total asset turnover = Sales/Total assets = 0.77
Capital intensity = Total assets/Sales = 1.3

21. 18
2012 2013
Inventory turnover 137.64 139.07
Days’ sale in inventory 2.65 2.62
Receivables turnover 20.04 21.3
Days’ sales in receivables 18.21 17.14
Total asset turnover 0.78 0.77
Capital intensity 1.28 1.30
The inventory turnover is 139.07 times; the higher this figure is, the more efficiently is managing
their inventory effectively. McDonald’s can know how long it took to turn it over o average.
Days’ sales inventory is 2.62 which mean on average, inventory sits 2.5 days before it is sold, it
will take about 2.5 days to work off McDonald’s current inventory.
D/ Profitability ratios:
 2012
Profit margin = Net income/Sales = 0.1982
Return on assets (ROA) = net income/total assets = 15.51
Return on equity (ROE) = net income/total equity = 35.69
 2013
Profit margin = Net income/Sales = 0.1987
Return on assets (ROA) = net income/total assets = 15.66
Return on equity (ROE) = net income/total equity = 35.19

22. 19
2012 2013
Profit margin 0.1982 0.1987
Return on assets 15.51 15.66
Return on equity 35.69 35.19
E/ Market value ratios:
 2012
Price-earnings ratio = Price per share/Earnings per share = 20
Market-to-book ratio = Market value per share/Book value per share = 7.52
 2013
Price-earnings ratio = Price per share/Earnings per share = 17.4
Market-to-book ratio = Market value per share/Book value per share = 5.9
2012 2013
Price-earnings ratio 20 17.4
Market-to-book ratio 7.52 5.9

23. 20
III/ Product life cycle:
According to our case, the company is in the market maturity stage of the product life cycle. In
this stage, the strong growth in sales by the company is diminishing. At this stage of the product
life cycle the competition may appear with similar products like Burger King is doing to
McDonalds. The primary objective that a company should focus on when at this stage of the
product life cycle is to defend its market share and try to maximize it profits. At this stage also,
the features of its products might be enhanced or the company might try to implement other
products in order to create a stiff competition for its competitors.
IV/ Current strategy of McDonald's:
According to McDonald's situation, they already have a low-cost strategy that used for compete
with other famous brands such as Burger King, KFC. However, this strategy is no longer
effective in fast food industry because almost every famous brands has their own low-price menu
which target low-income customers. So they need a new strategy which is more suitable for the
current situation and will attract more customers.
New strategy: McDonald's need a new strategy to adapt to current trend. So, we come up with
many strategy to help McDonald's overcome present problems and increase the revenue such as
provide new healthy menu to match customers demand about healthy issues or provide new
services. In the previous years, they had faced with lots of problems related to health problems
that their foods included bad ingredients causing obesity for consumers. Therefore, they must
focus on to create new menu with nutritious ingredients such as salad and more vegetable in their
menu.

24. 21
V/ SWOT Analysis
Strengths Weaknesses
 The most recognized brand
 Strong global presence
 McDonald’s Plan to Win
 Strong financial performance and
position
 Operating in many diverse cultures
 Offering many popular brands
 Success in target very young children
 Low-cost leader
 Good socially responsible and
community oriented
 Convenient
 Negative publicity
 Unhealthy food menu
 High employee turnover
 Low differentiation
 Legal action
 Use of HCFC-22
 Lacking breakfast menu
 Social trend
Threats Opportunities
 Competition
 Healthy issue
 Law issue
 Saturated in fast-food industry
 Economic recession
 Increasing demand for healthier food
 Growth of the fast food industry
 Globalization
 Low cost menu is preferred by larger
number of customers
 Appearance of freebies and discounts
 Diverse tastes and needs of customers

25. 22
A/ Strengths:
1. McDonalds brand is the most recognized brand in fast food industry and have large
market share which have more than 34,000 outlets, serving 70 million consumers every
day in 121 countries.
2. Strong global presence and located itself in major airports, cities, highways, tourist
locations, theme parks.
3. “McDonalds Plan to Win” focuses on people, products, place, price and promotion.
McDonald’s spends a lot on R&D and advertising about 2$ billion on advertising
budget.
4. Strong financial performance and position, revenue in 2013 reach $28.11 billion growth
2%.
5. McDonalds operate in many diverse cultures where is the tastes in food are extremely
different than US. They focused on customer’s comfort by making different zones for
different customers. Thus, ability to adapt to local tastes and standardized quality
products are McDonald’s strengths
6. McDonald’s offers only most popular brands as their com in its restaurants, such as:
Coca Cola, Dannon Yogurt, Heinz ketchup and others.
7. Business successfully targets very young children through offering playgrounds, toys
with its meals and advertisements.
8. Value based pricing and large number of loyal customer
9. Good socially responsible and community oriented firm. They own an active children’s
charity by the name The Ronald McDonald House. They provide products which
comply with the upgraded health standards deemed necessary by the USDA and
provide the customers about nutrition facts.
10. Convenient and extended hours

26. 23
B/ Threats:
1. Competition: In many developed countries are overcrowded by so many fast food
restaurant chains and many famous brands in fast food industry and threatened to
McDonald’s growth. For example Yum!Brands, Wendy’s or Burger King. They market
share are lower than McDonald (McDonald’s has 19% market share, compared to 13% of
3 other competitors) but they try to gain more and more customers.
2. Healthy issue: The amount of obesity cases in Americans is increase significantly;
people nowadays become more conscious of eating healthy food. McDonald’s menu is
not exactly healthy for people, for example Supersized Meal, no fruit or yogurt, slim
salad selection. People tend to choose other restaurant rather than having meals in
McDonald.
3. Law issue: In America, there are many lawsuits again McDonald about unhealthy foods.
Those lawsuits are cost so much time and money of McDonald and if McDonald refuses
to change, more and more lawsuits will probably come.
4. Saturated in fast-food industry: The fast-food market in the developed countries is
already overcrowded by so many fast-food restaurant chains and this already proves to be
a threat to McDonald’s as it barely grew through 2012.
5. Economic recession: The Company’s revenue streams are diversified, but depending on
the length of this recession, they will inevitably be negatively impacted by trickledown
effect.

27. 24
C/ Weaknesses:
1. Negative publicity. McDonald’s is sued for many time by offering unhealthy food to
their customers and using lots of marketing aim at children, especially young age kids.
2. Unhealthy food menu. McDonald’s has given lots of affords to bring healthier fast food
to customers, however, their menu still contain unhealthy meals and drinks that provides
more calories than nutrition.
3. High employee turnover. McDonald’s has low paid and skilled job, which result in high
turnover of their employees with 150% of turnover rate, even their top managers,
consequently, it increases cost of training and overall cost of McDonald.
4. Low differentiation: Old menu leads to the fact that McDonald brand nowadays cannot
differentiate themselves from other fast food chains.
5. Legal action McDonalds’s food contain huge amount of Trans which is fat and beef oil
which has bad effects on customer’s health and cause cancer. As a result, customers quit
eating at McDonald’s restaurants to protect their health which makes the revenue of
McDonald fall down.
6. Uses of HCFC-22. According to University of Michigan Corporate Environmental
Management Program. McDonald uses HCFC-22 to make polystyrene that affect the
ozone layer
7. Lacking of breakfast menu
8. Social Trend. McDonald’s cannot catch up with the trend of organic food.

28. 25
D/ Opportunities:
1. Increasing demand for healthier food. As a demand for healthy food increases
significantly, McDonald’s could produce more alternatives healthier choice in their menu
such as fresh burger or vegetable dessert. Change of human lifestyle; people consume
more fast food products. This is a great opportunity for McDonald’s to increases revenue.
2. Globalization, expansion in other countries McDonalds has more than 31,000
restaurants serving in almost 120 countries. Of the 31,000 restaurants, at least 14,000 are
in US. China and India are 2 of the most potential market in the world so that it’s a good
opportunity for McDonald’s to expand their brand at these 2 markets.
3. Low cost menu is preferred by large number of customers McDonald’s can attract
low income people by applying Extra value meals menu in the period of economic
struggle. This is a potential market segment which can bring huge profit to McDonald’s.
4. Appearance of freebies and discounts
5. Diverse tastes and needs of customers Customer’s tastes is becoming more diverse. As
a result, they want new menu and service in order to satisfy them. McDonalds with new
menu and service such as McCafé can attract huge number of customers.

29. 26
VI/ TOWS Matrix:
A/ S-O STRATEGIES
 Introducing new menus with nutritious ingredients (S1,S2,S3,S4,S8,O1)
 Expanding to new markets by Acquisition and Mergers. (S1, S2, O1, O2).
 Using Brand name to increase charitable work and create “ Green” campaign (
S8,O1,O3)
 Focusing on Plan to win to attract customers and gain more profit
(S2,S3,S5,S7,S8,O4,O6)
 Providing news products with low cost and diverse tastes (S3,S5,S8,O2,O4,O6)
B/ S-T STRATEGIES
 Using plan and brands name and many popular brands to attract more customers. (S1, S2,
S3, S5, S6, S7, T1)
 Using charity and give back to community in order to gain back community trust. (S9,
T3)
 Providing new products focus on healthy foods to gain more customers and create new
image of fast food good for health. (S3, S5,S9,T2)
C/ W-O STRATEGIES
 Minimizing the negative publicity by providing low cost menu combine with appearance
of freebies and discounts to gain the trust of customers. ( W1, O4, O5)
 Increasing differentiation by applying new healthy menu to match with customer demand
about healthy food and diverse tastes which can attract more customer segment ( W4, O1,
O6)

30. 27
D/ W-T STRATEGIES
 Minimizing the uses of Trans fat in all menu of McDonald’s ( W2 ,W5, W8, O1)
 Transferring the uses of HCFC-22 into HFC which avoid damage to ozone layer (T3.
W6)
 Increasing the salary and have more training for their employees in order to compete
more effectively in the world market. ( T1, W3)

31. 28
VII/ Competitive Profile Matrix – CPM Matrix
Once a company’s external and internal factors have been properly assessed, one can easily
compare the company to its competitors in the industry. By doing this matrix will provide the
firm some ideas and important strategic information to create new strategies.
McDonald's Burger King Yum Brands Wendy's
Critical
Competitive
Factors
Weight Rating Score Rating Score Rating Score Rating Score
Product Quality 0.15 4 0.6 3 0.45 4 0.6 2 0.3
Financial 0.15 4 0.6 1 0.15 3 0.45 2 0.3
Safety 0.12 3 0.36 3 0.36 3 0.36 2 0.24
Consumer
Loyalty
0.08 4 0.32 4 0.32 3 0.24 2 0.16
Value based on
Pricing.
0.12 4 0.48 3 0.36 3 0.36 3 0.36
Innovation and
Process
Technologies
0.1 3 0.3 3 0.3 2 0.2 2 0.2
Global
Expansion
0.1 4 0.4 2 0.2 3 0.3 1 0.1
Market Share 0.1 4 0.4 3 0.3 3 0.3 2 0.2
Promotions 0.08 4 0.32 4 0.32 3 0.24 3 0.24
Total 1 3.78 2.76 3.05 2.1

32. The CPM matrix above show that the total weighted score of McDonald’s is quite high 3.78
above the average of 2.5 and also higher its main competitors which shows that the company is
responding quite well to its critical factors. The company has a strong position in the fast-food
industry and may need to make some minor changes to improve its. In general, the company
seems to be a leader in this industry and will continue to keep this role if it focuses on these
above critical competitive factors. McDonald’s is almost took major strengths on these factors
such as the high quality of product, net competitive advantage, pricing competitive, strong global
presence and largest market share in fast-food industry. McDonald’s has more than 80% of
McDonald's restaurants worldwide and total revenue in 2013 is more than 28 billion USD which
is strongly greater than Yum Brand’s 13 billion USD and Burger King 1.15 billion USD.
Moreover, McDonald’s is also kept the role as the leader in market share, nearly 50% of
Hamburger QSR market. It is also providing the low price menu to compare with other
competitors McDonalds prices might seem a little cheaper than Burger King’s.
29

33. 30
VIII/ External Factors Evaluation (EFE) Matrix:
Key External Factors Weight Rating Weighted
Score
Opportunities
Low-Price Menu that will attract low-income consumers 0.15 3 0.45
Demand for healthier and more creative products 0.05 3 0.15
Competitors lack of McCafe service 0.15 4 0.6
Expansion in other countries ( China, India) 0.07 2 0.14
Brand loyalty 0.05 2 0.1
Demand for free Wi-Fi versus competitor charges 0.09 3 0.27
Demand for more salad choices on menu 0.09 3 0.27
Weaknesses
Having negative heath issues for consumers such as obesity
0.06 3 0.18
and heart attack
Having negative attention from media because of
marketing toward children.
0.04 2 0.08
Price wars between competitors will cause McDonald lose
customers.
0.07 2 0.14
High turnover rate 0.03 2 0.06
Rising costs 0.06 2 0.12
Calorie counts & nutritional value posted 0.09 2 0.18
Total 1 2.74

34. The total weighted score of McDonald’s external factors is 2.74 and according to the table,
McDonald’s has 2 important opportunity factors that they need to create a strategy in order to
capitalize it and they has 1 biggest issue that need to be resolved. Low price menu (1$ each item)
and the demand for McCafé are still the greatest opportunity for McDonald’s to increase sells.
According to Vanessa Wong, in 2002, McDonald’s has launched Dollar Menu and it has grown
to about 13% of sales for McDonald’s and now low price menu can continue to attract more
customers if they create more diversified menu with low price. McCafé is also a competitive
advantage and opportunity of McDonald’s to compare with other competitors. According to
Leslie Patton, McDonald’s hopes to increase their sales in coffee market from 2014 to 2016.
McCafé competes not only with other fast-food company such as Yum; Burger King, it also
competes with Starbucks in order to gain more market share.
McDonald’s biggest weakness is they confront negative reputation about unhealthy products that
can cause obesity and heart attack for customers. According to Candice Choi, lots of American
people boycott McDonald’s due to their junk food image, consequently, sales of McDonald’s go
down. They need to find solution to erase their bad image and to increase sales.
31

35. 32
IX/ Internal Factor Evaluation (IFE) Matrix
Key Internal Factors Weight Rating Weighted Score
Strengths
Strong brand name, image and
0.12 4 0.48
reputation.
Strong global presence. 0.12 3 0.36
Specialized training for managers
0.10 3 0.30
known as the Hamburger University.
McDonalds Plan to Win focuses on
people, products, place, price and
promotion
0.12 4 0.48
Introduction of new products 0.06 4 0.24
Customer focus 0.06 4 0.24
Strong performance in the global
0.12 4 0.48
marketplace.
Weaknesses
Unhealthy food image
0.08 1 0.08
High Staff Turnover including Top
management
0.04 1 0.04
Sued multiple times for serving
unhealthy food
0.04 2 0.08
Weak in analyzing the needs of
customers
0.04 2 0.08
Ignoring breakfast from the menu. 0.06 1 0.06
McDonald's uses HCFC-22 to make
0.04
1 0.04
polystyrene that is contributing to
ozone depletion
Total 1.00 2.96

36. The total weighted score of McDonald’s is 2.96, which means that McDonald’s performing well
on its strength and suppressed its weaknesses. Brand name and reputation is the biggest strengths
for McDonald’s. In 2013, the average revenue of McDonald's restaurant versus Burger King
Restaurant is $2.6 million vs. $1.12 million, in US market. They become the icon of fast-food
and expand their influence to the world through many franchising store in many countries, more
than 23,500 restaurants around the world, showing the strong global presence. Although
McDonald’s have a very good background, they keep trying to develop more in the fast-food
market, by established the Hamburger University, McDonald’s express their care to customers
and improving McDonald’s services. In the recent years, to catch the current market trends,
McDonald’s concentrate on create many plans and change their menu. Introduce many new
products and McDonalds Plan to Win are only a small fraction in their big plan, McDonald’s try
to change their image, to become healthier and gain back their marketplace from many strong
competitors, those plans are another important strengths for McDonald’s.
McDonald’s was established since 1955, at that time the consumers are not aware of their health
much. However, nowadays health is one important issue to consumers and it became one of the
key weaknesses of McDonald’s. McDonald’s not only famous as a most success fast-food
restaurants in the world, but also famous for selling unhealthy food. That lead to the fact that
McDonald’s had been sued for multiple times and affect their image. Using HCFC-22 is one of
the factors why they create unhealthy food and they try to change it in the future. High staff
turnover and ignoring breakfast also consider as important internal weaknesses of McDonald’s.
This lead to the company has to invest money for training of new employees again and again.
33

37. 2
High Relatively Market Share Low
34
X/ Boston Consulting Group (BCG) of McDonald's products:
Star Question Mark
Cash Cow
Dog
High
1: McCafé
2: Big Mac
3: The Premium McWrap
4: McLean Deluxe
Market
Growth
Rate
McCafe
3
4
1
The Premium McWrap
Big Mac
McLean Deluxe
Low

38.  McCafé: McDonald’s beverage platform featuring coffee drinks and smoothies, has
added about $125,000 in sales per store and is the company’s biggest launch in 35 years.
In addition, McDonald’s also add two more products to their McCafé, McCafe Cherry
Berry Chiller and Blueberry Banana Nut Oatmeal, to its U.S. menu. Adding new menu
items has certainly helped McDonald’s keep its menu fresh and maintain its dominance
in the breakfast segment. The new items are based on fruit products that have a feel-good
factor and are part of the company’s long-term strategy of providing consumers more
options of healthier products. Focus on breakfast items has helped McDonald’s attract a
greater number of footfalls to its outlets. This has helped the company maintain
profitability.
 Big Mac: McDonald's sells 550 million Big Macs each year in the United States alone.
But the sandwich has global popularity. It is available in more than 100 countries and is
consumed 900 million times a year around the world.
 The Premium McWrap: The Premium McWrap, which has three iterations—Chicken
& Bacon, Chicken & Ranch, and Sweet Chili Chicken—may hold the most significance
to McDonald’s 2013 brand evolution, as the product involves a more complex build and
more ingredients than most other items on the menu, going so far as to add cucumbers to
McDonald’s mix for the first time. The McWrap also signals McDonald’s attempt to grab
more market share from the Millennial demographic and to provide an alternative to
sandwich chains like Subway.
 McLean Deluxe: McLean Deluxe he first problem with this burger was that men were
turned off it (much like Diet Coke which lead to Coke Zero). The next problem was its
taste. In the advert above you see that McDonald’s was marketing it as “low fat but tastes
great” – but it didn’t. The fat that was removed was replaced with water – but to make the
water stay in the meat, it was mixed with carrageenan – seaweed to you and me. The
burger tasted awful, had a limited market, and failed dismally which is really no surprise.
35

39. 36
XI/ The Strategic Position and Action Evaluation (SPACE) Matrix
The SPACE matrix is broken down to four quadrants where each quadrant suggests a different
type of a nature of a strategy:
 Aggressive
 Conservative
 Defensive
 Competitive
The SPACE Matrix analysis functions upon 2 internal and 2 External Strategic dimensions. It
based on 4 areas of analysis:
Internal strategic dimensions:
 Financial strength (FS) range from +1 to +6
 Competitive advantage (CA) can range from -1 to -6
External strategic dimensions:
 Environmental stability (ES) values can take -1 to -6
 Industry Strength (IS) values can take +1 to +6
Rating each factor and take average score of ES and FS as Y point and CA and IS as X point
 FS of McDonalds is high rating because of strong financial competitive advantages
 Competitive advantage is average based on the CPM matrix we analyze before
 Environmental stability and Industry Strength are also about average because fast-food
industry is slightly increase or may be remain in these recent years. The external factor
affect to the company also quite high.

40. 37
Financial Strength Rating
Environmental
Stability
Rating
Return on
investment.
3 Rate of inflation -3
Leverage 4 Demand Changes -3
Net Income 3
Price Elasticity of
demand
-1
EPS 3
Competitive
pressure
-3
ROE 2
Barriers to entry
new markets
-3
Cash Flow 4
Risk involved in
business
-2
Average 3.17 Average -2.5
Y-axis 0.67
Competitive
Advantage
Rating
Industry
Strength
Rating
Market share -4 Growth potential 3
Product Quality -4 Financial stability 5
Customer Loyalty -2
Ease of entry new
markets
4
Control over other
parties
-2
Resources
utilization
4
Profit potential 2
Demand
3
variability
Average -3 Average 3.5
X-axis 0.5

41. 38
Directional vector point is :( 0.67, 0.5)
FS
Conservative Aggressive
0.5
IS
CA
0.67
Defensive Competitive
ES
SPACE Matrix shows that McDonalds should aggressively go for:
 Forward integration (joint ventures with retailers)
 Product development (launch new innovative products such as sandwiches with healthier
ingredients.
XII/ Grand Matrix
Dimension How measure/assess/evaluate?
Result
Competitive
Position
Market Share & Market Capitalization Strong Competitive Position
Market Growth Acquisitions & New Products Slow Market Growth

42. 39
Rapid Market Growth
Quadrant II Quadrant I
Quadrant III Quadrant IV
Strong
Competitive
Position
Weak
Competitive
Position
Slow Market Growth

43. The Grand Strategy Matrix is a popular tool which is using for formulating strategies. In the
Grand Strategy Matrix, McDonald’s was positioned in Quadrant IV because of its high market
share of 49.6% in 2011 in the US Burger market share but the slowly in the growth of the Fast-food
industry itself. Thus, McDonald’s must be create new strategic. For the firms in Quadrant
40
IV market penetration, market expansion and product development are appropriate strategies.
Analysis Grand Matrix Strategy
1. Forward integration (joint ventures with retailers)
2. Product development (launch new innovative products such as healthier ingredients)
3. Market penetration through advertising, healthier products and diverse local taste.
XIII/ Quantitative Strategic Planning Matrix:
PROBLEMS:
The US market share of McDonalds is going down; also their product life cycle is on Decline
stage due to many competitors in fast food industry. They cannot growth more market share so
they must come up with new strategy for US market. There are two alternative strategies for
McDonalds either expanding their brand in Asia market for specifically in China and India or
trying to offer healthier menu.
The first strategy: Focus on China and India market; those are potential market for fast-food
industry with large market share. According to McDonald’s annual report, the revenue in Asia
Pacific keeps increase 50% in 4 years compare to other regions such as US, Europe, America.
The second strategy: The trend of consuming healthy food is concerned by lots of people, if
McDonald’s can create new menu with more nutrition items, they can increase sales
significantly. Healthier food should not only come in the form of vegetable, it should also
provide differentiate McDonald’s from other competitors. Healthy menu can include fruity iced

44. drinks, different types of desserts, salads. This can enhance the company’s strong position in the
market.
We use the EFE matrix and IFE matrix to identify key strategic factors for the QSPM matrix.
Then, we can formulate the type of strategy we would like to pursue base on others above matrix
such as SWOT analysis, CPM matrix, SPACE matrix and BCG matrix
41
We choose 2 main strategies:
 Expand further in India and China market
 Providing diverse menu include nutrition foods.

45. 42
Strategy 1 Strategy 2
Expand further in
Asia market.
Providing diverse
menu include
nutrition foods.
Key Internal Factors Weight AS TAS AS TAS
Strengths
Strong brand name, image and reputation 0.12 4 0.48 1 0.12
Strong global presence. 0.12 4 0.48 1 0.12
Specialized training for managers known as
0.1 2 0.2 2 0.2
the Hamburger University.
McDonalds Plan to Win focuses on people,
products, place, price and promotion.
0.12 2 0.24 4 0.48
Introduction of new products 0.06 4 0.24 4 0.24
Customer focus 0.06 3 0.18 2 0.12
Strong performance in the global
0.12 4 0.48 1 0.12
marketplace.
Weaknesses
Unhealthy food image 0.08 2 0.16 4 0.32
High Staff Turnover including Top
0.04 1 0.04 1 0.04
management
Sued multiple times for serving unhealthy
food
0.04 3 0.12 4 0.16
Weak in analyzing the needs of customers 0.04 2 0.08 4 0.16
Ignoring breakfast from the menu. 0.06 1 0.06 2 0.12
McDonald's uses HCFC-22 to make
polystyrene that is contributing to ozone
0.04 3 0.12 4 0.16
depletion
Opportunities
Low-Price Menu that will attract low-income
consumers
0.15 4 0.6 4 0.6

46. 0.05 1 0.05 4 0.2
Competitors lack of McCabe service 0.15 1 0.15 1 0.15
Expansion in other countries ( Developing
0.07 4 0.28 1 0.07
countries)
Brand loyalty 0.05 4 0.2 2 0.1
Demand for free Wi-Fi versus competitor
charges
0.09 1 0.09 2 0.18
Demand for more salad choices on menu 0.09 2 0.18 4 0.36
0.06 2 0.12 4 0.24
0.04 1 0.04 2 0.08
0.07 3 0.21 2 0.14
High turnover rate 0.03 1 0.03 1 0.03
Rising costs 0.06 2 0.12 1 0.06
Calories counts & nutritional value posted 0.09 1 0.09 4 0.36
SUM TOTAL ATTRACTIVENESS SCORE 5.04 4.93
43
Demand for healthier and more creative
products
Threats
Having negative heath issues for consumers
such as obesity and heart attack
Having negative attention from media
because of marketing toward children.
Price wars between competitors will cause
McDonald lose customers.
Attractiveness Score how each factor is important or attractive to each alternative strategy.
1= Not acceptable; 2= possibly acceptable; 3= probably acceptable; 4= most acceptable; 0= not
relevant.

47. 44
For the first strategy:
We point 4 score for a strong brand name, image, reputation and widely global presence because
these factors will absolutely related to successful in expansion of the company. Moreover, the
expanding in new markets will deeply relevant to introduction of new diverse menu and price of
its products. Low price will attractive more customers so that support for the feasibility of the
strategy.
For the second strategy:
We focus on providing diverse menu include nutrition foods. Thus, we give the 4 points for these
factors such as: demand for healthier and more creative products which is strongly related to this
strategy and ”McDonalds Plan to Win” focuses on people, products, place, price and promotion.
News menu and products must be having the new 4Ps marketing mix and analyze the needs of
customers. Moreover, their new menus should avoid unhealthy food image such as obesity, harm
for customer health, heart attack. They must be including Calories counts & nutritional value;
focus on HCFC-22 to make polystyrene that is contributing to ozone depletion.
Analyzing QSPM Matrix result:
The strategy 1 has 5.04 score which is higher than strategy 2 and have more opportunity to
success. So, we choose the expansion to Asia market, especially China and India as a main
strategy because they have the highest potential market growth and suitable for our company
long-term strategy.

48. 45
XIV/ Recommendation:
Long-term strategy:
The most important strategy McDonald’s must have immediately is expanding their influence
and presence in Asia market especially potential markets. Through a strategy study of
McDonald's development in China, India focused on long-term and specific strategy; we
would like to have some suggestions for McDonald’s if they desire to expand their
business in Chinese and Indian market.
Specific strategy:
 Having a plan to open at least 1 restaurant per day in China.
 Having diversity menu in India that is suitable for local taste.
 Receiving as much as possible feedbacks from the new market in order to adapt.
 Running more outlets is main way at this stage.
 The franchise chain will be an inevitable road to business expansion.
Competitive strategy:
 Providing featured service and health products.
 Achieving standardization in each process and areas of service.
 Establishing a brand image that penetrates into the essence of every detail.
 Setting target market with clear personalized positioning.

49. 46
XV/ Method:
For long-term goal:
1. We continue to focusing on our three priorities of optimizing our menu, modernizing the
customer experience, and broadening accessibility to Brand McDonald's within the
framework for our long-term goal, These priorities align with our customers' evolving
needs, and - combined with our competitive advantages such as convenience, menu
variety, geographic diversification and System alignment - will drive long-term
sustainable goals successful.
2. The business is managed as distinct geographic segments that include:
• U.S.
• Europe
• Asia/Pacific, Middle East and Africa (APMEA)
• Other Countries & Corporate (OCC) including Canada, Latin America and
Corporate
3. We view ourselves primarily as a franchisor and believe franchising is important to
delivering great customer experiences and gaining profitability. At year end 2013, more
than 80% of McDonald’s restaurants were franchised. Of the total McDonald’s
restaurants worldwide:
• Over 57% are conventional franchisees
• Nearly 24% are licensed to foreign affiliates or developmental licensees
• 19% are Company-operated
• Innovations have included the Big Mac, Fillet-o-Fish, and Egg McDuffie
• Operate Hamburger University.

50. 47
For strategy expansion to Asia market:
 Continuing to operate franchise restaurants at Asia market. For example, from 2011 to
2013, McDonald's plans to open one restaurant every day in China
 Local outlets at foreign markets can be autonomy adapt to local tastes and preferences.
So, they have done the product development and marketing at a local level and develop
its own products to address unique tastes that their consumers.
 They allow some flexibility changes in international restaurants. Each country able to
complete the marketing research, develop new menu items and freedom to add to the
menu and promote their products how they wish. However, McDonald’s still keep the
consistency of its products and taste around the world and would not allow complete
autonomy.
 In addition, they have to do marketing overseas which must be focus on cultural
differences, customer target differences.

51. 48
XVI/ Time table:
Expanding in Asia market
PLAN PLAN ACTUAL ACTUAL PERCENT
ACTIVITY START DURATION START DURATION COMPLETE
1 Customer survey 1 10 1 6 0%
2 Analyze data 5 6 7 6 0%
3 Identify market needs, segments 10 8 10 8 0%
4 Determine potential customers 17 6 17 6 0%
5
Align with marketing department
for new products 22 3 22 4
0%
6 Legal permission in foreign country 1 3 1 3 0%
7 Prepare infrastructures 22 8 22 7 0%
8 Find suppliers for beef and fresh vegetables 3 5 3 5 0%
9 Innovate and cooperate with community 3 4 3 4 0%
10
Sustain the profit level of products
then expand to new market 30 10 29 15
0%

52. XVII/ Recommendations for annual objectives and policies for the
company:
Our main strategy is expanding our influence and market share to Asia market, focusing on India
and China because the fast-food in US market is becoming saturated and cannot expand more.
When expanding to new market, we must survey and invent new recipes that appropriate for the
local tastes, along with using local ingredients. Quick services also one of the most important
things in fast-food restaurant and we must improve it whenever we can. Feedbacks are our helper
to help us develop more and gain more potential customers. Avoiding using ingredients that bad
for people health is the key to gain trust in community and will help us gain market share from
competitors.
After adapted to new foreign market, we will open many restaurant in many different potential
places, enhanced presence of McDonald’s in new market as much as possible. Asia market is the
potential market for fast-food industry so we must be the first to spread the influence and
presence of McDonald’s company before our competitors.
49

53. XVIII/ Recommendations on procedures for strategy review and
evaluation:
The evaluation implementation of the strategic planning should be completed with three key
steps. Firstly, McDonald’s would need to define the key parameters to be measure such as the
number of the new outlets to be open within a certain period of time and the brand ranking in the
surveys. For example, they must set time for opening 1 new outlets in China in 1 month.
Secondly, measurement should be conducted timely and regularly; thirdly, the company need to
measure the results to the set targets which could be broken into one year or even one month
small targets. For example, as mentioned above, the company is targeting at doubling the number
of the McDonald’s outlets within the coming three years to reach 300 new outlets, it cannot
simply make this target and check the results in the end of the next three years’ time and it has
the break up the target to each year target of around 900 new outlets to be established each year.
50
XIX/ Conclusion:
McDonald’s have a good performance in fast-food industry for a long time. McDonald’s has a
long reputation for strong marketing campaigns. However, the market demand have changed
over the recent years, McDonald’s must adapt to new environment in order to maintain its
position. After adopts all of the recommendations above, McDonald’s should hold its position
and maintain their reputation.

54. 51
XX/ References:
http://www.fool.com/investing/general/2014/04/03/mcdonalds-brand-strength-still-dominates-its-
peers.aspx
http://en.wikipedia.org/wiki/List_of_countries_with_McDonald's_restaurants
http://www.aboutmcdonalds.com/mcd/corporate_careers/training_and_development/hamburger_
university.html
http://www.zacks.com/stock/news/135189/McDonalds-Plan-to-Win-Strategy-on-Track
http://money.msn.com/now/post.aspx?post=cfd065e4-be9a-4271-972e-2b461187b339
http://www.bloomberg.com/news/2011-07-22/mcdonald-s-second-quarter-profit-gains-15-as-mccafe-
beverages-boost-sales.html
http://www.qsrmagazine.com/competition/what-s-going
https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s-competitive-advantage
https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s- industry
http://www.aboutmcdonalds.com/mcd/investors/company_profile.html
http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
http://finance.yahoo.com/q/is?s=MCD&annual
https://finance.yahoo.com/q/is?s=YUM+Income+Statement&annual
https://finance.yahoo.com/q/is?s=BKW+Income+Statement&annual
http://www.fastfoodmenuprices.com/mcdonalds-vs-burger-king/
http://www.businessweek.com/articles/2013-10-23/mcdonald-s-new-dollar-menu-goes-up-to-5
http://www.bloomberg.com/news/2014-01-29/mcdonald-s-seeks-to-out- latte-starbucks-amid-coffee-
wars.html
http://www.gainesville.com/article/20140820/GUARDIAN/140829960/-
1/news10?Title=McDonald-8217-s-confronts-negative-reputation&tc=ar
http://abcnews.go.com/WNT/story?id=129992

55. 52
http://www.qsrmagazine.com/denise- lee-yohn/discount-or-not-discount
http://corporationsandhealth.org/2009/01/01/is-mcdonalds-lovin-the-economic-crisis-hard-times-fast-
food-and-health/