Mc Donald's : competitor analysis, conduct a SWOT analysis, evaluate current segmentation, targeting and positioning before presenting recommendations.

1.0<Tab/>Abstract Mc Donald's, the number one fast food chain in the world with over 30,000 restaurants in over 120 countries reported in January 2003 its first quarterly loss of $343.8m in more than 40 years of business. This report aims to investigate the reasons behind Mc Donald's poor performance by using marketing theory and analysis. Concluding with recommendations for improvement. 2.0<Tab/>Introduction 2.1<Tab/>BACKGROUND OF MC …

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