f to the general public.
McDonald's is confronted with both opportunities and threats in its external environment. Among the opportunities are (1) continued industry growth expectations, (2) new foreign market opportunities, (3) high barriers to the entry of new firms into the industry, and (4) an increasing environmental awareness among the general public, which offers great oppor tunities for a company with a believable environmental con science. Threats to the company include (1) a shifting trend in consumer preferences, to some extent, toward full service, (2) consumer health concerns related to beef consumption, and the high fat and salt content of fast food ar
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