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One of the issues concerned their marketing strategy. After stating that the first step in developing a marketing strategy is understanding the customers, enabling reaction to their changing needs and the changing dynamics of the market.
To this end the company conducts "several stages of in-depth customer research and audits of the McDonald's brand. The research involving both quantitative and qualitative research methods. This research tells us a lot about how McDonald's is perceived and about trends that are taking place in the market" (Biz Ed Online, 1999).
The company also conducts research into the local areas of the restaurants, into the general market environment, and into specific areas of our business, "children for example...
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