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1. Introduction The purpose of marketing is about providing the right product, in the right place, at the right price, and at the right time. When it comes to practice, the company is faced by a set of uncontrollable variables that collectively shape its markets, its resources and the competitive climate, and that pose challenges and opportunities which may determine the success or failure of a company. (Adcock et al, 1998) McDonald's is the world's No.1 fast-food company by sales, with more than 30,000 of its flagship restaurants serving burgers and fries in 120 countries, about 8 new restaurants open everyday. (https://www.research.reuters.co.uk ) However, in January 2003 McDonald's recorded its quarterly loss of $343.8m, first time in 48-year history. This report will be focused on the marketing aspect of McDonald's in USA I will analyse the reasons for the company's poor performance by researching and examining the current marketplace, undertaking a...

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