Thus the firm decided to concentrate on the main business and divested other businesses (McDonalds 2009).

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McDonalds mainly sells hamburgers, cheese burgers, French fries, chicken products, soft drinks, milk shakes, breakfast and desserts etc. McDonalds also focuses on children and has Happy Meal for children/ most restaurants also have play areas for them.

Lately as McDonalds explores new markets, it has started to localize its products like MahaRaja

etc in India (McDonalds 2008). However, we have localized 75% in India 33% in Asian countries and less than 5% in other countries which indicates that there is a lot of localization that McDonalds has to incorporate in its product ranges throughout the world (Pollard 2008).

McDonalds is also facing health related issues where it is said to be causing obesity amongst the younger generation and is thus losing existing health conscious customer and non customers to the competitors’ healthier options (Pollard 2008).

McDonalds, according to (David 2003) has been observing falling sales figures. Upon researching it was found that the consumers now have changing needs and are demanding products and services that cater to their tastes and preferences. According to (Forster 2002) McDonalds offers most products that are standardized with minor alterations in the product range to localize them, consumers are now switching to other brands. The competition, argues David (2003) is increasing as innovative products and services are now in the market. Thus we need to understand which products are liked in the market by the consumers and non-consumers. This is essential to know so that the existing products and services may be improved to suit the varied needs of the consumers and non-consumers across the globe.

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