urant industry (Barr, 1990b).
(b) By 1994, McDonald's revenues are expected to increase by a further 43.4 percent (Barr, 1990a), which is also more than twice the projection for the industry (Barr, 1990b).
a. Inferior cooking process to that of Burger King.
b. Less flexibility than competitors in preparing sandwiches to customer specifications.
c. High turnover of low level employees.
The opportunities and threats present in the company's external environment are enumerated in this section. They are as follows:
a. Continued industry growth is expected.
b. Foreign markets are less saturated than is t
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