This paper will look at the development of the McDonalds corporation and the obstacles that it has overcome. It will be argued that McDonalds has set several industry standards which have, in no small way, bolstered its dominant market position. It will also look at the McDonalds corporation in relation to its major competitors. It will analyze how the company has responded to its external environment, and in closing, will look at the prospects for McDonalds future. At the close of the paper it will be clear that McDonalds will be able to maintain its dominant market position. It will continue to be a model that serves as a benchmark for others in the industry. 11 pgs. 18 f/c. 5b.
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