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This paper discusses a strategic issue faced by fast food giant, McDonald's, which is fighting to maintain its position as a market leader. The paper contends that McDonald's faces rapidly growing competition and an ongoing backlash over food that is harshly criticized as promoting obesity. The paper assesses that the company will need to use a great deal of strategic marketing to pull itself out of this slump and gain international respect as a responsible and positive company.
Cite this Business Plan:
McDonald's (2005, March 16) Retrieved September 22, 2014, from http://www.academon.com/business-plan/mcdonald-s-56862/
"McDonald's" 16 March 2005. Web. 22 September. 2014. <http://www.academon.com/business-plan/mcdonald-s-56862/>