McDonald Dessert
Industry Report

McDonald’s Dessert
INDEX

Page Reference Part I. Introduction
ITEM1 Analysis McDonald’s………………………………………………...01 ITEM2 Issues of McDonald’s…………………………………………….......02 ITEM3 Executive Summary of McDonald’s………………………………....05

Part II. Industry Analysis
ITEM1 Definition of McDonald’s Desserts………………………………….06 ITEM2 Size & Trend Projection of McDonald’s Dessert…………………….07 ITEM3 Segments & Divisions of McDonald’s Dessert………………………10 ITEM4 Major Competitor with McDonald’s Dessert…………………………11 ITEM5 Definition of Analysis model to be untilized…………………………13

Part III. Conclusions and Recommendations
ITEM1 Conclusions………………………………………………………......18 ITEM2 Recommendations……………………………………………………21

Part IV. Key Next Steps………………………………………………………......22
Part V. APPENDIX……………………………………………………..................23

Part I.
ITEM 1.

Introduction
Analysis McDonald’s

McDonald’s, the most famous restaurant in the world, ranked No. 6 and No. 186 for Forbes’s “Valuable Brands” and “Global 2000”. In 1940, McDonald brothers, Dick and Mac, began an undertaking in San Bernardino. They were famous for offering food quickly and drivethru window to their consumers, then Kroc bought the world rights in 1961, and there are more than 100 countries include the United States, Europe, and Asia-Pacific, Middle East and Africa, over 35,000 restaurants around the world, serving nearly 70 million people everyday. As McDonald’s proclaims, the “most successful food service organization in the world”, limited choice, quick service and clean restaurants are three tips to serve to consumers in every stores, and quality, cleanliness and uniformity are the basis of its brand. According to the tips, the restaurants offer a substantially uniform menu with slight variations to suit local consumer’s tastes. Today, there are 8 category in McDonald’s menu: Burgers &