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After that we identify the strengths, weaknesses, opportunities, and threats by using SWOT analysis. Finally, we classify McDonald's strategy into one of the five generic competitive strategies.
ANALYSIS
The chief economic and business characteristics of the fast-food industry
In 2003 sales for the U.S. consumer food-service market totaled approximately $408 billion. For the sandwich segment, the top 30 sandwich chains had U.S. system wide sales of approximately $64 billion. Future growth in the sandwich segment was expected to be only around 2 percent annually for the foreseeable future. McDonald's and Burger King were the earliest and most aggressive hamburger chains to begin to expand internationally...
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