IntroThe McDonald's Corporation is the largest fast food chain in the world. It is franchised in over 119 countries and serves an average of 68 million customers per day. The company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. In 1948 they reorganized their business as a hamburger stand. In 1955, businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its growth globally (McDonald's 2014). A franchisee, franchisee, or company operates a McDonald's restaurant. Therefore, McDonald's Corporation's revenue comes from rent, royalties, and commissions paid by franchisees or sales at company-operated restaurants. According to Yahoo Finance report, McDonald's Corporation had an annual revenue of $27.5 billion and profits of $5.5 billion (McDonald's 2014). McDonald's primarily sells hamburgers, cheeseburgers, chicken snacks, french fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit. Their food caters to all age groups and they have a special menu known as 'happy meal' aimed at children. SWOT Profile of McDonald's I will further discuss the SWOT profile of McDonald's to better understand the company's situation. This would allow you to evaluate the overall performance of the company. Strengths McDonald's has the largest fast food market share in the world. As mentioned, it serves 68 million customers every day in 119 countries, allowing it to be the second largest point-of-sale operator with over 34,000 points of sale. Brand recognition is valued at $40 million. A... middle of the paper.......com/2012/05/06/magazine/how-mcdonalds-came-back-bigger-than-ever.html?pagewanted=all&_r=1& (accessed 17 February 2014 ).McDonald's, "Company Profile." Last modified 2014. Accessed February 17, 2014. http://www.aboutmcdonalds.com/mcd/investors/company_profile.html."Best Global Brands 2012." Interbrand, 2014. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx (accessed 17 February 2014). Ovidijus, Jurevicius. “McDonald's 2013 SWOT Analysis.” Strategic Management Insight, March 10, 2013. http://www.strategicmanagementinsight.com/swot-analyses/mcdonalds-swot-analysis.html (accessed February 17, 2014). Worcester Polytechnic Institution. “Marketing Fast Food to Kids.” Public health communication. (2007). http://www.wpi.edu/Pubs/E-project/Available/E-project-082107-231740/unrestricted/Appendix_1.pdf (accessed February 17, 2014).