Abstract
This PowerPoint presentation evokes an internal and external analysis of McDonald's strategy. Extract : "Despite McDonald's leading position in the fast food market, the company currently has to face 2 major problems that make it unable to develop consumer preference: Firstly a growing gap between consumers: A priori perception of the brand and their actual experience in the chain's fast food; Secondly a slack relationship between McDonald and its consumers. Generally speaking there is a certain lack of intimacy and cooperation between McDonalds and its targets. The development of Happy Meal sales embodies the issues faced by the whole group since 2000 and shows to what extent 2003-2004 are a turning year."
