Overview In January 2003 McDonald's, the world's largest fast food chain, posted its first ever quarterly loss of $343.8 million. The loss was attributed to increased competition, poor management and marketing, and a failure to respond to changing customer needs and to requests from franchisees to alter aspects of McDonald's menu and operating practices. In the midst of these challenges, CEO Jack Greenberg stepped down and James Cantalupo came out of retirement in January 2003 to take the …
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…Please support your recommendations with the conceptual and analytical tools presented in Chapters 3 and 4. You are expected to provide McDonald's with a report that is thorough and thoughtfully prepared, that reflects strong grasp and application of the tools and concepts of industry and competitive analysis and company situation analysis (Chapters 3 and 4). Given the high profile of McDonald's and the evolving nature of the fast-food industry, there is significant information available for further library/Internet research.