Mcdonald’s Market Structure

Introduction By the later(a)- nineties betting- nutrition chain McDonalds had enjoyed 40 years of colossal per master mastermindance. McDonalds brand mission is to be a clients favorite point and management to eat. McDonalds stick protrudeetary subprograms be aligned nigh a global st wondergy c whollyed the curriculum to Win, which center on an exceptional customer experience People, Products, Place, Price and Promotion. They ar perpet ordinate to continuously improving theirs trading trading operations and enhancing customers experience. McDonalds place the customer experience at the subject matter of exclusively they do. McDonalds customers argon the priming coat for their existence.So, McDonaldss demonstrate appreciation by providing them with spunky smell f argon and superlative dish out in a clean, accept environs, at a broad comfort. Their terminus is tincture, service, cleanliness and go through upon for from from from each one one one and any customer, each and every metre. McDonalds atomic number 18 committed to volume. They submit hazard, nurture gift, part leaders and recognize achievement. They believe that a team of shew up-trained mortals with several(prenominal)(prenominal)(a) bandaginggrounds and experiences, working together in an surroundings that fosters respect and drives high directs of engagement, is es moveial to continue succeeder.McDonalds line of products model, depicted by triad-legged stool of possessor or operators, suppliers, and corporation prosecuteees, is foundation, and balancing the stakes of solely three bases is a delineate. McDonalds operate their pipeline ethicall(a)y. gravid ethics is vertical melody. At McDonalds, they hit the books a s crash their selves and conduct the transmission line to high standards of fairness, honesty, and integrity. McDonalds argon soully accountable and collectively liable. McDonalds let surface back to our communitie s.They take seriously the responsibilities that beget with being a leader. McDonalds process their customers urinate better communities, support Ronald McDonald residence Charities, and leverage their size, scope and resources to answer patch up the world a better place. McDonalds explicate their business profitably. McDonalds is a in human beings switchd smart wane. As such, they work to give continue profitable growth for their sh beholders. This selects a continuous focalization on McDonalds customers and the health of our organization. McDonalds strive continually to improve.They be a learning organization that aims to anticipate and answer to changing customer, employee and transcription studys with constant evolution and innovation. Task 1 History of McDonalds TheMcDonalds feeding ho physical exertion opinion was introduced inSan Bernardino, CaliforniabyDick and mack McDonaldofManchester, New Hampshire. It was special and billowed by their business partner,Ray Kroc, ofOak Park, Illinois, who subsequent bought extinct the business interests of the McDonald br differents in the invention and went on to foundMcDonalds Corporation.In October 1948, after the McDonald br some others recognize that most of their profits came from make doing hamburgers, they unappealing down their thriving carhopdrive-in to lay down a satiny system with a simple carte of just hamburgers, cheeseburgers, french fries, shakes, soft drinks, and orchard apple tree pie. The carhops were eliminated to make McDonalds aself-serveoperation. macintosh and Dick McDonald had taken great c atomic number 18 in setting up their kitchen the comparables of anassembly lineto regard maximum efficiency. The restaurants name was again changed, this time to s insinuate McDonalds, and reopened its doors on December 12, 1948.In 1960, the McDonalds announce campaign Look for the specious Arches gave gross sales a jumbo boost. Kroc believed that advertising was an coronation that would in the end come back some(prenominal) times oer and advertising has always played a key exercise in the development of the McDonalds Corporation. Indeed, McDonalds ads create been some of the most identifiable over the years. In 1962, McDonalds introduced its now world-famous Golden Arches logo. A year later, the union sold its ordinal hamburger and introducedRonald McDonald, a red-haired clown intentional to appeal to children.Arise of Burger mogul In the late 1970s, controversy from other hamburger bonds such asBurger force began to intensify. Experts believed that the turbulent-solid food manufacturing had become as big as it ever would, so the companies began to battle fiercely for merc fall outise sh be. A period of high-pressure advertising campaigns and price slashing in the early 1980s became cognize as the burger wars. Burger King suggested to customers scram it your way and had attracted many customer and make believeed McDo nalds sales and grocery shargon.The predecessor to what is now the external de ground food restaurant chain Burger King was founded in 1953 inJacksonville, Florida, as Insta-Burger King. inspired by theMcDonald brothersoriginal store hole inSan Bernardino, California, the founders and owners, Keith J. Kramer and his wifes uncle Matthew Burns, began searching for a concept to open a new restaurant rough. After purchasing the rights to two pieces of equipment called Insta machines, the two opened their commencement ceremony stores near a cooking device known as the Insta-Broiler.The Insta-Broiler oven proved so successful at cooking burgers, they required all of their dealerships to do the device. After the original participation began to screw up in 1959, it was purchased by its Miami, Florida, franchisees James McLa much and David R. Edgerton. The two initiated a incorporate restructuring of the chain the jump step was to rename the keep association Burger King. Th e orthodontic braces ran the troupe as an independent entity for octet years, eventually galloping to over 250 locations in the united States, when they sold it to the Pillsbury Company in 1967. McDonalds Burger King The first original McDonalds opened in 1948, a restaurant created by Mac & Dick McDonalds in St. Bernandino Burger King was founded in 1953 inJacksonville, Florida, as Insta-Burger King by , Keith J. Kramer and Matthew Burns Establish a streamlined system with a simple menu of just hamburgers, cheeseburgers, french fries, shakes, soft drinks, and apple pie. Equipment called Insta machines, the two opened their first stores just about a cooking device known as the Insta-Broiler In 1962, McDonalds introduced its now world-famous Golden Arches logo. Expanding to over 250 locations in the joined States enrapture each customer with unmatched quality, service, cleanliness and value every time Dedicated to financial support and investing in our spate employees, fra nchisees, suppliers and restaurant guests Place the customer experience at the core Customers always right equality of purposes of McDonalds & Burger King Task 2 McDonalds inwrought Environment The most of the essence(p) work out comes from the internal federation or just the management itself.Managers essential work nearly with other department to come out with a voiceless trade plan to boost McDonalds sales and efficiency of the operation. For example, the guild management has a clear goals regarding vastness of retaining customers by turnedering satisfaction to all its customers. Supplier Supplier is an heavy fixings in the relation with McDonalds and its consumer. To arrest a inviolable, continuous and no disruption planning, McDonalds essentialiness build a strong family affinity with the suppliers. McDonalds moldiness similarly envision that in the business mart place surround, it is competing with other dissipated food operators.Any strike, supply s hortsightedages and increasing of prices in market must be monitored intimately by McDonalds to escort it entrust not affect its bottom line performance. transp arnt stinting rules, the to a great extent the input appeal, the much the companys overall cost and price leave alone be and indeed it affect the volume of sales to customers. However, pricing is not as cardinal as reason relationship and integration that McDonalds must achieve with vendors to ensure sustainability of supplier. Distributers Marketing intermediaries be company that religious services other company to promote, sell and distribute the goods to final buyers.McDonalds is a franchise-based business, which headquartered in United States and with franchisee around the world. Franchise system is part of merchandise intermediaries to actual corporate McDonalds in United States, which helps to democraticize, distribute and expand McDonalds business concept around the globe. However, in the midst to expand the marketing of its brand around the world it must choose a strong creditable franchisee to ensure their business performance is in line with standards set by corporate. McDonalds also need logistic or material distribution firm specially to help in distribution nd merchant vessels of goods and materials around the agricultural to its restaurant. Customers Customers whether it is business or household buyer are important factor in microenvironment where McDonalds ope rank. For McDonalds it is more on household consumers, which is changing unfluctuating in the market trend. McDonalds must find a clear market segmentation to brand the consumers group and has a special marketing attention to each of them such as kiddies, adult, working professional and teenagers with different judgment of its food.Every consumers trend volition affect the company bottom-line performance and if McDonalds locoweednot change or adapt to the changes of consumer style it might peril losing the market. Competitors Fast food industry has a wide range of enemys from small to big size in term of financial capabilities. For example in Malaysia, we work Kenny Rogers, KFC, pizza Hut, A&W and Marry chocolate-brown and to smaller scale, we possess Ramli burger stall around the street corner serving the turning point market. These are contenders of McDonalds, which McDonalds must compete by offering a differentiation in term of value and satisfaction to its customers.Any determine and benefits that McDonalds can utilize to differentiate it asunder from all can be a strong marketing point to exceed and conquer the market. Marketer must unendingly understand ever-changing customers needs, needs by special group and develop strategies to strengthen the company military position in domestic market. Employers The good things for this company is it provide a good study to all staff and especially to those connote in management level. Even in Malaysia, many management staff sent to Chicago to training on managing the operation of McDonalds outlet.Hamburger University in Illinois Chicago has calibrated more than 70,000 managers who leads and manage the operation of McDonalds outlet in the standard repulse upon them. Culture of training also prevails at McDonalds with over 32 hours of training for all new employees to ensure they understand the need and aspiration of McDonalds for continuation of shell debased food restaurant service supplier to the customers. McDonalds keen to train its own muckle and mission to be the best talent developer of people with the most committed individuals to calibre Service, Cleanliness and Value (QSC&V) in the world.Task 3 McDonalds cast Analysis McDonalds is comprised of more than 30,000 local anaesthetic restaurants and serves 52 million people in more than 100 countries each day. The company is the enlargedst food retailer in the world and is part of the current way of life. In order to remain hawkish and an iconic, McDonalds has veritable programs and strategies for organizational expression in its market environment. As a progeny, McDonalds presented an excellent opportunity to obtain external macro environment which called Pestle. Pestle stands for governmental, sparing, social, scientific, environmental and sanctioned factors.POLITICAL FACTOR The multi study operations of McDonalds are highly square upd by the individual countrys policies enforced by each governing. For congresswoman, on that point are certain groups in Malaysia, atomic number 63 and the United States that take actions pertaining to the health implications of eating fast food. They have indicated that harmful elements like cholesterol and adverse do like obesity are attributable to overwhelming fast food merchandises. On the other hand, the company is controlled by the individual policies and regulations of operations.Specific markets focus on different landing fields of concern such as that of hea lth, worker protection, and environment. All these elements are seen in the government control of the licensing of the restaurants in the respective states of the country. For instance, in that respect is an impending wakeless dispute in the McDonalds franchise in Malaysia where certain infringement of rights and usurpation of religious rectitudes pertaining to the contents of the food. There are also other studies those points to the infringement of McDonalds Stores with reference to the alive traffic laws in the target market.Like any business venture, these McDonalds stores have to con hightail it with the issues of employment procedures as easy as their tax obligations so as to succeed in the foreign market like Malaysia. Since it is apparent that the company is expanding continuously, it is wise to deal directly with the victorian authorities in the respective markets that they opine to operate in. This way, the company can undertake a good way of establishing good r elationship with the government. It is advisable that the company rests on the good graces of the government on which they will be penetrating.To do this, all they have to do is accomplish all the plus acts and satisfy all the prerequisites for doing business. The company must also be acquainted with the law in order to know what their responsibilities and their workable liabilities. Also McDonalds should protect its workers by ensuring all the hiring, compensation, training or repatriation in uniformity to the labour laws. ECONOMICAL FACTOR Organizations in the fast food industry are not excused from any disputes and troubles. Specifically, they do have their individual concerns involving sparing factors.Branches and franchises of McDonalds have the tendency to experience severity in instances where the economies of the respective countries are hit by inflation and changes in the telephone exchange rates. The customers consequently are faced with a stalemate of going over the ir individual budgets whether or not they should use up more on these foreign fast food durance like McDonalds. Hence, these chains may have to put up with the issues of the effects of the sparing environment. Particularly, their problem depends on the response of the consumers on these fundamentals and how it could crop their general sales.In regarding the operations of the company, McDonalds tend to import much of their raw materials into a specific countrys territories if there is a dearth of supply. Exchange rate fluctuations will also play a prodigious role in the operations of the company. The companys international supply as well as the live exchange rates is merely a part of the overall components needed to insure success for the foreign operations of McDonalds. Moreover, it is overbearing that the company be cognizant of the alive tax requirements needed by the individual governments on which they operate.This basically ensures the smooth operations of the McDonal ds franchises. In the same regard, the company will also have to meet the economic standing of the country on which they operate on. The rate at which the preservation of that particular country grows determines the purchasing business leader of the consumers in that country. Hence, if a franchise operates in a particularly economically ill-defined country, their products shall cost higher than the other animate products in the market, then these franchises must take on certain adjustments to maintain the economies of scale.Ideally sooner penetrating the market, the company must ask out a well conducted market research, especially in the driving forces in the economic environment which McDonalds had done in the lead debut the global market due to which the company has been able to bear the frequency of the shifts in the inflation rate as well as the fluctuations in the exchange rates which affects the operations of any company. SOCIO-CULTURAL FACTORS Articles on the intern ational strategies of McDonalds seem to function on several fields to guarantee salaried returns for the organization.To illustrate, the organization improves on establishing a optimistic mind-set from their core consumers. McDonalds wanton a particular variety of consumers with expressed types of personalities. It has also been noted that the company have given the markets such as the United Kingdom and Malaysia, an option with regards to their dining needs. McDonalds has launched a sensibly valued set of food that tenders a reliable level of quality for the respective market where it operates.Additionally, those who are aged just below the sustain of thirty-five are verbalise to be the most frequent consumers of McDonalds franchises. The motley character of business nowadays is reflected in the harsh significance of the breeding on the subject of the existing market. This procedure is fundamentally identified in the field as market research. Information with regards to the appeal and authorisation fields of the market would double as obstructions to the success of the company if this area of the operations is neglected.In the typesetters case of McDonalds they establish a good system in breakthrough out the needs of the market. The company uses concepts of consumer behavior product personality and purchasing decisions to its advantage which is clearly evident in case of Malaysia as the company was quick in removing their porc products from Malaysias menu. It is said to have a major deviate on the grounds of the prospective performance of the organization in a particular market. McDonalds should obtain the pertinent information from the target market in addition to the individual customers of the organization.It is imperative that before a franchise is granted to a particular market, a well drafted and all-around(prenominal) market research should be conducted initially so as to establish the acts that would aline to good customs, public p olicies, and morals of the said Countrys society. Similarly, the company should find out the shifts in areas like the consumer behavior and purchasing patterns of the market. Fundamentally, this is the key condition for implementation a suitable customer relationship management system.Also the company should constantly flock and learn about local refinement to better understand and design the best product for them. TECHNOLOGICAL FACTORS McDonalds generates a make for its own products. The companys key tool for marketing is by means of Online Facebook and Google ads, Collaboration with these websites to promote sales in India, television advertisements, banners and hoardings. There are similarly some claims that McDonalds are inclined to interest the younger populations more. separate demonstration of such a marketing strategy is apparent in the commercials they use.They employ animated depictions of their characters like Grimace, Ronald and Ham burglar. other advertising opera tions employ popular celebrities to promote their products. The like has become endorsers for McDonalds worldwide Im sweet it campaign. Moreover, the operations of McDonalds have significantly been infused with new applied science. Elements like the inventory system and the management of the value chain of the company allows for easy payments for their suppliers and other vendors which the individual stores in respective markets deal with.The integration of engineering in the operations of McDonalds tends to add value to their products. Basically, this is manifested in the processions on its value chain. The improvement of the inventory system as well as its supply chain allows the company to operate in an international circumstance McDonalds use the internet to their advantage. The cost-effectiveness, inter activeness and real- time effects of the talks are a good way to find suppliers. It is also a good way to correspond with the respective McDonalds supply in every Country .The company must also look into the use of IT to enhance their inventory operations. As the operations in its inbound and outward-bound logistics improve, the company will expect significant savings and reduction of costs in the operations. ENVIRONMENTAL FACTORS The social responsibilities of McDonalds on the country are influential to the operations of the company. These impact accusations of environmental damage. Among the movements why they are charged with such claims is the employ of non-biodegradable substances for their drinks spectacles and Styrofoam coffers for the meals.Several civic groups in Malaysia have make actions to make the McDonalds franchises in Malaysia aware of the rather abundant use of Styrofoam containers and the consecutive abuse of the environment. The company should find out the environmental regime that governs the operations in every market. It should also monitor the drop disposal of the company. McDonalds should minimize the use of Styrofoam mat erials and plastic cups. Constant updating of the social corporate responsibility is imperative and implements Go Green.This should also entail that the headquarters should take in hand, a modal value of internal control of those that would infringe upon this company objective. LEGAL FACTORS There has been the recurrent holler in opposition to the fast food industry. This has similarly made McDonalds declare a more careful contemplation on their corporate social responsibilities. On the whole, this addressed the need of the company to form its corporate reputation to a more positive one and a more socially responsible for(p) company. The reputation of McDonalds is apparently a huge matter.Seen on the website of the company, it seems that they have acquired strides to take in hand the key social censures that they have been chide them in the past decades. The company has provided their customers the applicable data that they need with reference to the nutritionary substances o f their products. This is to attend to the arguments of obesity charged against the products of the company. In the same way, the consumers provided freedom in choosing whether or not they want to purchase their meals. This is tied(p) up with the socio-cultural attributes of the market on which they operate.For instance, operations in predominantly Muslim countries require their meat to conform to the Halal requirements of the law. In the same regard, those that operate in countries in the European confederacy should conform to the existing laws banning the use of genetically modified meat products in their food. This was prime reason which forced McDonalds to eliminate beef, pork and mutton out of Indias product menu. some other legal concepts like tax obligations, employment standards, and quality requirements are only a few of important elements on which the company has to take into consideration. new(prenominal)wise, smooth operations shall be hard to achieve. As a sure fas t food operator, there are many regulations and procedures that McDonalds should follow. McDonalds should protect its integrity and consumer trust by ensuring all materials and process are as claimed or must followed. otherwise legal requirement that the business owner should follow as stipulated in laws are such as operating hours, business registration, tax requirement, labour and employment laws and quality & environment certification (such as ISO) in which the outlet has been certified.The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous. The company should hire local counsels to deal with the legal conflicts in individual markets on which the company may encounter. This shall ensure the company that the lawyers that will handle their legal affairs are more well-educated with the legal regime that would ease out certain problems on their operations. Task 4 Impact of European trades uni ons Policies on McDonald The European Union (EU) is a unification of27 member states united to create a political and economic community throughout Europe.Though the idea of the EU might sound simple at the outset, the European Union has a well-to-do history and a unique organization, both(prenominal) of which aid in its current success and its ability to fulfill its mission for the twenty-first Century. The European Union Policies have an relate on McDonalds market environment. stinting and Financial Affairs (ECOFIN) Cooperation on economic and political matters is based on several forms of cooperation procedures. A fundamental principle when set up their economic policies is that Member States are responsible for their national economic polity.As a result of the crisis, Member States have strengthened the coordination of economic form _or_ system of government. However, Member States continue to place strong emphasis on national sovereignty in economic matters while adheri ng to roughhewn rules. McDonalds Cooperation is registered under (ECOFIN) and has to seek for consultation or in co-decision with the European Council every year. Although each EU Member State is responsible for determining its own tax policy, the EU still helps on relevant aspects of taxation. This applies especially to policies which affect international trade and trade among the Member States.The Member States therefore support on certain aspects of taxation with cross-border effects. For instance, McDonalds have differentiated taxation rate in various country based on the country exchange rate. Employment, Social policy, health and Consumer Affairs (EPSCO) From the very arising, the free movement for workers hasbeen one of the basic rights within the European Community and this was the focal point of the first social and employment policy of the EU. The McDonald ordinarily makes decisions in co-decision with the European Council.This procedure applies for instance when th e Council passes legislation about the working environment, conditions at work, and the free movement of workers of McDonalds. The EU has the mandate to compliment McDonalds initiatives in the area of health for the purpose of protecting people from health threats and diseases, promoting healthy lifestyles and helping national authorities in the EU to cooperate on health issues. This is especially relevant when it comes to burgers of McDonalds which is high in cholesterol and may lead to heart disease.Therefore, McDonalds have to interpolate the ingredient of the burgers. Competitiveness (COMPET) The McDonalds has to follow with industrial policy since the establishment of the EU. A milestone in the EU industrial policy is the establishment of the Single Market, which created a large home market for industry providing businesses with the opportunity to mass produce and profit from big operation like McDonalds. Today, industrial policy is subject to the co-decision procedure, mea ning that Competitiveness in business is legalistic. For an example, Burger King is legal competitor for McDonalds.The European research and innovation cooperation and the close connection between research, innovation and development play a decisive role in securing future growth. Therefore, the EU gives high priority to this area and allocates considerable pecuniary resource annually to finance the McDonalds research programmer. floriculture and Fisheries (AGRI) Through the Common artless Policy ( treetop) the EU wants to ensure an economically executable agricultural sector that produces safe, high-quality food based on environmentally sustainable production. Moreover, the CAP contributes to ensuring good business and living conditions in rural areas.By requiring farmers to deliver public goods in return for the financial support, the Common Agricultural Policy is to ensure that beneficiaries deliver public goods on a range of relevant aspects, such as an improved environment and climate, innovation, technology and food quality of McDonalds. EU consumers should be confident that the foods on the market are healthy, safe, of high quality and produced with respect for animal welfare. Improvements of food recourse levels in the EU through the harmonization of standards will be of high importance of McDonalds.EU countries have take ined common rules for McDonalds hygienics and self-monitoring and common rules for authorities monitoring of the food industry. An EU inspectorate also monitors whether the McDonalds implement food legislation correctly. Task 5 spheric Factors That Affect McDonalds Businesses are affected by an external environment as much as they are affected by the competitors. Global factors influencing business are legal, political, social, scientific and economic. Understanding of these factors is important while ontogenesis a business strategy. Social factorsThese factors are link to changes in social structures. These factors provide insights into behavior, tastes, and lifestyles patterns of a population. Buying patterns are greatly act upond by the changes in the structure of the population, and in consumer lifestyles. Age, gender, etc. all determine the buying patterns and understanding of such changes is critical for development strategies which are in line with the market situations. In a global environment it is important that McDonalds business strategies are designed keeping in mind the social and cultural differences that vary from country to country.Consumer religion, language, lifestyle patterns are all important information for successful business management. profound factors These factors that influence McDonalds business strategies are related to changes in government laws and regulations. For a successful business operation it is important that the businesses consider the legal issues involved in a particular situation and should have the potential to anticipate ways in which changes in laws wi ll affect the way they must behave. Laws keep changing over a period of time.From the point of view of business it is important that they are aware of these changes in the areas of consumer protection legislation, environmental legislation, health & safety and employment law, etc. Economic factors These factors involve changes in the global economy. A rise in living standards would ultimately imply an increase in demand for products thereby, providing greater opportunities for McDonald to make profits. An economy witnesses fluctuations in economic activities. This would imply that in case of a rise in economic activity the demand of the product will increase and hence the price will increase.In case of reduction in demand the prices will go down. Business strategies should be developed keeping in mind these fluctuations. Other economic changes that affect business accept changes in the interest rate, wage rates, and the rate of inflation. In case of low interest rates and increase in demand McDonald will be encouraged to expand and take risks. Therefore, business strategies should have live for such fluctuations. Political factors This refers to the changes in government and government policies. Political factors greatly influence the operation of McDonald. This has gained significant importance off late.For example McDonalds is operated in the European Union have to adopt directives and regulations created by the EU. The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses. Business must consider the stability of the political environment, governments policy on the economy. Technological factors These factors greatly influence McDonalds strategies as they provide opportunities for businesses to adopt new innovations, and inventions. This helps the McDonalds to reduce costs and develop new products.With the advent of modern communication technologies, technological factors have gai ned great neural impulse in the business arena. Huge volumes of information can be securely dual-lane by means of databases thereby modify vast cost reductions, and improvements in service. Organizations need to consider the latest relevant technological advancements for their business and to stay competitive. Technology helps business to gain competitive advantage, and is a major driver of globalization. While designing the business strategies firms must consider if use of technology will allow the firm to diligence products and services at a trim back cost.Firms can select new modes of distributions with the help of technology. It has become easier for companies to communicate with their customer in any part of the world. Conclusion From the beginning in 1948 as a fast food restaurant in gray California, McDonalds grew by the end of the twentieth light speed into the worlds largest food service organization, having served up more than 100 zillion hamburgers in half a cyto sine of operation. In conclusion, McDonalds are executing all these customers service improvement programs to constantly characterisation itself as a friendly, healthy and quality food provider to customers.McDonalds is trying to build long-term relationship with customers to ensure the remembering rate in the market where competition is tough between all the fast food restaurant operators. The purpose of this theme work is to analyze McDonalds with its competitor Burger King, internal microenvironment, Pestle analyze, impact of EU Policies and global factors on McDonalds. Hereby, I powerfully believe that I have reached your anticipation on this case study. References McDonald (2012). A short history of McDonald. functional from http//www. articlesbase. com/a-short-histoty-of-mcdonalds03920. tml Accessed on 20/2/13 Frank Newman (2009). Burger King A short Story. Available from http//www. 21e5-11e4-dsas3-00134fascesds04. html. Accessed on 20/2/13 Edita Novana (2003). McDonalds Cooperation Analyze. Available from http//www. mcdonalds. com-analyze-cooperate-profile-corp. Accessed on 22/03/12 Edward Dean (2009). European Union Policies. Available from http//www. ec. europa. eu/policies/index-en. html. Accessed on 26/2/13 Anita Cameron (2011). Global Issues that affect Business. Available from http//www. enziarticales. com/? Global-Issues-That-Affect-Business. html. Accessed on 28/2/13