Module 1 & 2:

1. How would you define the industry to be analysed?
The industry is the world’s largest chain of hamburger fast food restaurants. Core activities are selling hamburger, desserts, and beverage.

2. Is the industry global?
Yes since customers around the world can get McDonald’s product and service easily. This can be evidence from figures in table 1 and 2 (generated income from US, Europe, APMEA, and other countries and corporate.

3. Is the organization mentioned Australian or overseas based?
The organization is local based. All the outlet located in overseas are operated by their franchisee and close monitor by franchisor.

4. Can you make any inferences about the industry value chain from the article?
Raw material – raw material processing – outbound logistics - marketing and sales – services

5. What are the key product and services segments in the indsurty that are mentioned in the article?
Hamburger, desserts and beverage.

6. Are you able to identify the stage of the industry life-cycle from the facts in the article?
McDonald is in growth stage. This is demonstrated by global comparable sales increase 5.6%, operating income grew by 10% constant currencies and McDonald’s has delivered 35% total return to their investors resulted top performing company in the Dow Jones Industrial Average for 2011.

McDonald has primarily concerned on keeping up with the current demand by expanding menu offerings, modernizing the customer experience, and continues to provide a competitive advantage. This is evidence of a high growth environment, wherein the industry is at the growth stage of its life cycle.

7. What remote environment trends that has driven the industry to its current state? Are these factors changing? What will be their affect on future growth in the industry?

Factor(s) | Trends have driven to