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Gap - Analysis andidas.com Contents: Executive Summary 3 Terms Of Reference 3 Objectives 3 Research Approach 3 Background 3 2 Main Aims & Objectives 4 2.1 Product & Market Strategy 4 2.2 Ethical Stance 4 2.3 Environmental Policies 4 2.4 Financial Performance 5 3 Gap Analysis 5 3.1 Product & Market Strategy 5 3.2 Ethical Stance 5 3.3 Environmental Policies 6 3.4 Financial Performance 7 4 Recommendations 9 4.1 Product & Market Strategy 9 4.2 Ethical Stance 9 4.3 Environmental Policies 9 4.4 Financial Performance 10 Appendix 11 Bibliography & References 14 Executive Summary McDonald's is the world's biggest Fast Food operator, operating more than 30.000 outlets in more than 120 countries. In the UK McDonald's Restaurants Ltd operates 1200 stores, of which 70% are company owned. McDonald's generally sets the highest standard for itself, yet most are not achieved or public perception differs from that of the company's. McDonald's is perusing a value strategy offering its products at relatively low prices. They differentiate their products through successful branding campaigns. Although McDonald's try to maintain an image of high ethical responsibility major gaps have been identified. They manage to disguise a considerable part of these gaps through effective communications. However major...

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