P/B/292. Investigation into the McDonald's under-performance in the last quarter of 2001

The paper examines the reasons for McDonald's major profit loss in the period between October and December 2001. Competitor and SWOT analyses are conducted to evaluate the company's strengths, weaknesses, opportunities and threats. Market segmentation (demographic, psychographic, geographical and behavioral), targeting and positioning of McDonald's are evaluated. In conclusion the author suggests several reasons for the company's poor performance; the main reason, according to the paper, is a shift of consumers to healthier food. Recommendations are offered to improve the company's performance.