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Names: c 
c c    
cc c
Course:  ccccc
Subject Title: c ccc
Assignment Title:cc  c ccc
 cc !cccccc "ccc "c c c
 c !cc #c $ccccccc !c%c
 c c c%c c%$cc c%cc
 c ccc c c cccc
c ! c  c cc" "cc$c  c
 ccc cc !cccccc "cc
c "c c c c !cc #c $cccc
ccc !c%c c c c%c c%$cc
c%cc c ccc c c cc
ccc ! c   c cc" "cc$ c

Lecturer name:cc c
Hand in date: &' c(c&)''cc


Number of words:c
c c
Contentsc
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c " c !cc$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$cc
cc c !c*   c$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ c+c
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c$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$c.c
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c
^ntroduction
^ccccc6c ccc cc !cc
!c! ccc*  #$cc,cc c c cccc !cc
cc cc ccc ccc$cc,cc
 c c cccccc c c c!ccc
$c

The company
*  7ccc c c!c! ccc  cc&
)))c c
cc cc.)c c" "cc''/c cc $cc
 cc/58c !c*  7cc   cc  c c " c
c " $ccc*  #ccc c cc  c! c
c,  c
1 c1
cc
c9c  
ccc 
c2cc
!!c cc $ccc*  #c c" c c" cc
c cc c! $ccc c!   ccc c
cc'3+)ccc "cc!   c  c cc
*  7c c cc c !cc c6c c"c
cc c*  7cc! cc c $ c
c

Business Strategy
c  c c 
c: ccc  c !c c  ;c
 c c <c !cc"c cc " c !c c !c c
 cc  c !c cc! cc cc $=cc
 
c'3.&cc

Three components of strategy


 >c ! c !c cccc c cc c
cc"cc!c$cc,cccc cc
cc <$c  c c #c c c c c
 c <$cc- <ccc !!c"c !c ccc
c !!c c$cc2c "c c c!  cc
c  c ccc c <$ c

cc: " c !c c !c =c!c cc c ccc


 c ccc <$c1 c6"cccc !cc*  #c#c
<cc c !!cc!c c%cc cc $cc^c  c! c
c c c c ccc <cc cc cc!!c cc
% c  $c c

c cc " c !cccc  c !c $ccc


!c cc!cccccc c! cc ccc cc c
cc <$cc^!cc c !c c c c!!c"" cc
c ccc <cc c c " $ccccc
cc"c cc " $cccc !cc " c c c
c " cc  c! ccc c c!$cc^c  cc
 " c c c " c!c c! ccc c cc
 c cc c!  $c

The Business Strategy of McDonalds


*  cc c !cc c!c "c cc  c! cc
 cc cccc cc c$ccc
 "#ccccc  c cc c !c4 c?$c*!
c
³The analyzer trie s to maintain a stable business while innovating on the
periphery. It seems to lie midway between the prospector and the defender.
Some products will be targeted toward stable environment in which an
efficiency strategy designed to keep current customers is used. Others will be
targeted toward new, more dynamic environment where growth is possible´.

c"cc  c c cccc !c*  #ccc


"cc cc  c"cc2 "c cc@ ccc"c
.5c8c !cc*  #cc c/58c !cc$cc^c  c! cc
 c c c c!cc !cc" cc c ccc c
*  #c c"cc !!cc"c! cc $ccc
 c  ccc c  cc !!c cc !!c
 c! ccc !!cc cc$ cc

c;c !cc "


c(c c% 
c:!c cc c! cc
  ccc c"c  cc "c ccc c
 c !cc  c c #c! c=$cc,c ccccc
 c*  #cccc c" c cccc%c !c
ccc c  cc  ccc c!6 c"c !c c c c
ccc cc c cc! cc "cc
c cc $cc1 c6"cc*  #c " cccc
c cc!ccc! cc c ccc" "#c$cc^c
 c c  c!c ccc  ccc  cc
  c ccc cc"$cc c

c "#c cc  cccc"  c


 ccc cccc  c !c
c
c
"
c c"c cc! c 
c  ccc  c
" ccc c! c6"ccAc cc! cc:Ac=c
cc c cc c $cc c

-c !cccc*  #c ccc  c !cc


:""c=$ccc:""c=ccc ccc  c! c c
cccc ccc ccc  c c $ccc
ccccc cccc c cccc
 c cc cc $cccccc cc c c
*  #c cc ccc c ccc:  c !c
 =$ccc

SWOT Analysis
,-c c! c
c
c "" 
c c$c
c cccc! $cc-"" c ccc
6c! $cc^ccc!cc !c"c c"c c c! c
cc$cccc cc ,-cc cc !ccc
c c c c cccc c $ ccccccc
 ccc "#cc c c" cc "#cc
 c! c  c! cc" ccc$cc c

Strengths
cc "c*  #ccc
cc!ccc cc
 ccc$ccc!cccc ccc
cc< c c! cc "$ccccBc c
âc ?ccc
âc c"  cc" c
âc  c"  c c!c"!  c
âc  c  c
cc c" c
âc  c !c c!  c c"c c
âc c"c cc! c c "
c 
c
cc c
   c c ccc5c$c c
âc  c"! c c"  ccc cc c
âc "C c!!cc ccc%c !c c
âc  c""cc
âc 4c c
c
 cccccc" c cc "#cc
 cc c" cc $cc1 c6"cc!ccc "c
ccc" c
c  cc c" cccc"c
cc "#c$cc^cc! cc"cc "#c
 c
c" ccc" cc  c! cc "c c c
!$c

Weaknesses
c "c<ccc "cc c$cc cc
c cccc cc c cc c   c c
c c c  $cc-c !cc ccc "c
!cccc! c$ccc*  #ccc!c! cc
 "c c  c!c! c"ccc c$ccc
" ccc c !c!!cccccc ccc!!c
 c "$cc ccccc cc c
 "c!ccc c!c " $ccccc c
cc "cc*  #ccccc c 1$ c

Opportunities
*  #c cc "" ccc "$ccc "" cB c
âc     cccc cc c  c! c
!$c
âc c"  c c cccc" c$$ccc
$c
âc ccc" "   c
âc ccc*  #c !!cc  c !cc!
c
 c !c!c,^1^c
c"c"c! c c c! c c
c! c$c
âc ^ c6" c c "c !c!c cc
âc A c !cc!c! c  c
âc ? c cccc c
c
^cc" c! c*  #c<ccc c "c ccc c
   c cc c !cc cc  c cc c
cc "#c$c
Threats
ccc "c!ccc ccc c
 "c c!$cc-c !cccccc c ccc
c"$ccDc6"cc*  #c !c  c cc
" ccc  
c  c c  c"$cc cc
ccc!cc*  #cccc "c cccc c
!cc  cc$cc
c

Porter Five Forces Model


 #c cc c"c !c!c! 
cc!c! cB c

âc c !c ""cc
âc  " c
âc c !cc
âc  c
âc 2c !c2cc

c !cc!c" ccc" cccc #c$cc


cc cccc "c $c1c! c cc
 c c c c "cccccc "cc
c cccccc $c^c  c ccc " cc
*  #cc c !!cc" $c cc ccc! c c
cc !!c c"c ccc c"  c c  c$c^cc
 cccc ccccc" ccc c
 c c c  $cc""ccc!c! c c c cc
c" ccc !cc" cc c $cc ccc c !c
ccccc"cc "c$c c

PDST Analysis
c2 cc c! c" 
c  
c c c  c
! c !cc "$ccc2 cc cc cc !cc c
c cc c $ c
Political factorsc
c c " c !c*  cc c   c cc
 c c !cc" 
cc  
c c c
  c $c*  c "cc ccc !cc
6$c c "c  c c" cc" c c!c
c
 " 
cc$c

Dconomic factors
*  ccc c "cc c cc cc c""c
 cc6$cc cc cccc  c !c
" 
c*  cc c" ccc"c !ccccc
"  c c !c ccc  c !cc" $ccccc
c !cc c"c c!c cc c !c"$ c
*  cc!  cc c !cc 
cc6cc
!!ccc c6c c$cc "cc c"c c6c
c" !c cc ccc6$c  cc cc
cc"c !cc" !c cc c "ccc@ $c
cc
 #c  c   c!!c c c !cc "$c c
c
Social and cultural factors c
*  c"ccc c cc 
cc"!c c
 
c c !cc !c c cc$c
c*  c
 cc !!cc! cc cc c  $c1 c
6"
c*  c  cccccccc cc
^ 
cc" "c #cc !
ccc cc"   c c
cc" $c ccAcc  c c !! cc c% c 
c
! c1cccc c!
c! cc  ;C cc$c c
 ccc c cc
c "c cc!c
c6c c !  c"
cc
c c c"c$ c
c
Technology factors c
*  cc c" c!ccccc"c !c  c c
  
ccc c
c"  cccc c
"cc""
cc"c c  cc! c$ c
*  c ccc"   c"c: c=c ccccc
c$c*  c ccc  ccc
c"c
" 
c "ccc
c""c$ c
c
Legal factors c
*  cc c" c#c ! c cc  c c cc
c c" cc#c c cc$c cccc
 "cc!   cc c 
c c 
c6c
%
c c c" cc c%c c c
! $c

Sustainable Competitive Advantage


1 cc "c cc c" 
c c  c c  ;c
ccc ccc  c c cc c
 "c c cc cD !!$cc c

* c c c c ccDc'30)c  cD  c'30$cc


 cDc cD  c  cc!cc c cc
 c !!c cc " cc  c! cc c$ c

c!c !!c ! c !c cc" "  c cc'33'cc c:c


!cc c ccc c "c cc#c"c
cccc c c c" c cc c
c" c " c ccc c!cc c c "c
c !c !cc=$c c

^c c  ccccc ccc  cc c!cc c


 
cccccccc"  c c c cc
c c!c " $cc c c !cc!cc c c
c
 
c c !!c! c c "c c"c cc c!c! c
c c !c $cc

c cc cc" 


c 
c cc 
cc
 cc cc"$cc1 ccc !cc c c !c
c  c c  c c c c c    c c cD
c
'33)$c

cc ccccc  cc  c! c c c c


!cccc!   B cc

âc -c c "c! c6"c  ; c"  


cc !c
c "c  ccc c$c
âc *!! 
ccc" c cccc%cc
 " c c c cc $ c
âc 1 c
c c" c
c cc c c
 "cc c cc cc c
!! c c "c $cc

McDonald¶s Sustainable Competitive Advantage


 ccc c C c" c  ccc c
 c c   $ccc77cccc  cc cc
 c c  cc  c $ccc C c  c c c
 cc cc cc  c cc c ccc c
!6 c cccc ccc c 
cc c
 c c c  "ccc  $ccc
*  cc! c cc c c c c C c
 c cc6"$c c^cc"cc cc  c
cc  cc c c6" c !cc c cc cc
c ccc c $ cccccc "#cc
 #cc cc cc   c cccc $ c
c
  
cc c!cc !cc "ccc c"c
cc "#c c "c $cc*  cc cc
"cc
c  c c!$cc^c  c c c c c
 Cc c"c c"ccccc  c  cc
" c !cc "ccccc% $cc c&))cc "c
c ccc" c c c ccc $ c
c "#cc ccc c cc ccc
 $ccc c ccc c ccc" c !cccc
 "7cc $cc*  c c cc  c c"c
" "c c ccc c c cc c c  c c!!  c c cc
c:" "=c$ccc cc c"  c"c%c
cc
%c! $cc-cccc "cc cc c"  c
 cc cc c c ccc!$ c

^c"c  c c cccc"c c "c c


c"c c"cc cc  ccccc%c
 c cc "cc c c " c c" c  cc c
 " $ccc" c !cc c "c cc
c  c cccc,c!!cccccc
 c c ccccc" !  $ccDc"c c
7 c "c 7$cc c cc c c c
cc ccc cc c "  c c
 c $c

 ccc   c! c" c"" c c!c c


 c$cc^ccc c  cc  c !cc ccc
c c cc !!c"c !c $cc c c c
c cc c"  c"cc "ccc*  $cc
Acc cc ccc  c! cc c c  cc
 "#c c "$cccc c !c  c
 " cc c"  c"c
c  c !cc !! 
c
!6 c 
c" c " 
c$6" cc""c "c c
 c $cc-c !ccc*  #c   c ccc  c ccc
!!cc!!cccc c $ccc c cc
 cc ccc cc! cc
cccc
ccc cc c  c c cccc c cc c
ccc c !cc$ c

 c c*  #cc c c !cc c!c!c! c


c ccc!c cc cc " c cccc
!!c! cc c ccc$ cc cccc c c c
c c!c! cc c cccc c cc c
" c cc  c !c$cc,cc c!c cc
c cccc  c $ccD cc c c c
c c c  c c !c c c "c   
ccc
c c cccc ccc  c !c$cc
*  #c ccc c"c !cc$ccc"cc c !c
c c cc  c cccc" cc c  cc c c
$ccc cc c ccc c c cccc
 cc c"c !c" "#c cc  cccc "$c

Dntering new markets


^ !c c"ccc%c c c6" c c"c
 cc  c c  $ccc?c c   ;c
 c c c cc " 
c 
c 
c"
c
""c c cc cc% ccc "cc c
c!c $c c

2cccccc6c" c ccc c !!c c


 ccc  c cccccc c$ccc
c c !cc c c c   cc  c! c c "c c
 ccc" c cc c" c  c c!ccc
c$ccD ccccc c c cc6" c
 c "c c<c !!cc6c" c ccc !!c
c $ccc< c !c "c "c!cc c
c cc6" c cc$ccc ccccc
 ccc! 
c c"  c !cc$ ccc c! cc
cc! cc c6" c ccc ccc 
c
c" ! c cc$ccc "cccc
ccccc cc c c c c c c
c
ccc ccc ccc c$cc

Mc Donald¶s New Market


c*  #cc  c cc c!c! ccc 
c

c"c c c $cc^c&))+cc   c ccccc
cc! c " ccc c cc c $ cccc"c !c
! ccc*  #cc !!c cc !! cc ! c c
!c! c "$cc cccccc ccc c
!c c! cc*  #ccc cc$cc! cc*  #c
cccc:<c! =ccc ccc c   c! c
c$cccc c cccc $cc c

research
,c c ccccc!cc*  #ccc?  cc
 c c#cc !cc*  #c cccc! c
$cc1 cccc c cc c!cc*  #cc
ccc$cc,c   ccc c!!cc ccc
!  cc ccc #c$cc,c   c ccc
c  cc?  #c-6!  c $ccc c  cc  c
c cccc  cccc !c?  c cc c !cc
cccc c !cc $ cc c ccc c
c cc cccc cc !c cc  c c c
!!cc "
c !! cc "$cc*c cc ccc
 ccc
  c cc c
c ccc
 cc
$c

,c c'))c
" "cc c
5)c !cc c
&5c c c c
c c5)cc
&5;55$cc,c
  c c"c
c c c c ccc c&5cc c c c

cc&5;55cc "c cc cccc
c !!cccc" c $ccD!c !cc" "ccc
 cc!c cc c!c$cc1 c  ccc
!  cccc c!c cc !!c$cc c !cc
c c&5cc c! ccc c cccc! c
cc!c c !cc%  c:^!c^c cc! c^c  ccc
 =$cc ccccc!c  c&)8c !cc" " cc
 cc ccc ccccc $cc  c)8c !c
!c ccc !c&5c ccc cc "ccc
c c !cc*  #c cc #cc c! c! ccc
! cc cc c/)8c cc  #c!cccc cc
ccc*  #cccc!c! c $cc^c " c cc
 c cc c&5c cccccccc
*  #c !! c ccc  ccccc $ccc
!c ccccc ccc !ccc c c c c
ccc cc cc c! cc c ccc $cc
.)8c !cc!ccc c !c&5 ;55ccc c  cc c c
 c-6!  c c c c cc  cc cc c cc c
c! cc*  #cccc"cc  #c$ccc cc
c c !c&5;55c ccc !!cc cc!$cc +)8c !c
c cc c ccc! cc cc#ccc c
ccc cc cc$ccc.)c8c cc cc #c
!c c cc c c c*c  cccc!c
c " $c

Advertising
c*  #c  ccc!!cc c ccc! c$cc
c c!!cc !c cc c $cccc
c "cccc ccc&);+)$ccc   c c"c
 c!c/c # c"cc c cc $ccc
 c  c c"c" c"c c c  cc" "c c cc
 cccc$cc ccc c  c cc!!cc
  c $ccc ccc ccc c
c cc  cccccccc "  c
c" "#c cccccc 
c c cc $cc^cc c
c cc !cc" "c cc" cc c cc! c
" $cc

Conclusion
c  ccc c! c c  cc cc!!c cc
 c c c! c c  ccc ccc! c
cccc*  #cc ccc c c" c
ccc cc c" "c" ccc$cccc c
 ccccc c ccc"  c !c ccc
cccc ! c ccc c cc! cc  c
$cc2c cccccc c   ccc
 c cc*  #cccc c ccccc"  c
c c! cc "$c

c
references
Oc 2 E$c$
cFcA 
c($4$c'3//$c!c !cccc
   c c  ccc  c
Oc C $c c c9
c&&
c(
c&+0 ;&.$c
Oc 2 !!
c,$A$c'30+$cc !c  cc@$ $
c@$ $c c2 "c
 c "  $c ( c !c
Oc ^ cc  
c1
c/ ;0c
Oc 1
c $c'33.$c^ c
c c(Bcc
D$c
Oc A
c($$cFcD 
c?$c'303$c  c c"! c !c
 c< c$c ( c !c^  c
Oc c  
c 
c&5;&5c
Oc D 
c4$$
c?
c1$c'33+$c^ c
c c
G BcA;Dc
Oc 4 c?$*!
&))5$-C c c c*
c0c  
c
  c
 ;"c')c
Oc 
c4$c'33+$c^ c$c c c
* 
c-6!  Bc$ c
Oc "BHH $  $ HH+./.$ c
Oc "BHH$  $ Hc
Oc $   $ c

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