Research Paper on:
Topics in Business and Business Education

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McDonalds, Sears, Gap and Dell Computer all are leading retailers of diverse products and services. Not all enjoy comparable competitive advantage in  their respective industry segments, however. McDonalds It is a common complaint among parents that they themselves dislike McDonalds but that their children love  it. They will go to a McDonalds to satisfy the childrens wishes rather than gain some variety or enjoying the ability to have a burger made to order from  one of McDonalds competitors. In addition, every single mother knows that fast food is expensive and lacks much in terms of basic nutrition or "healthy eating." If a  busy mom is going to rely on fast food for dinner occasionally, it needs to be a meal that wont qualify as a budget item for which she needs to  plan. Further, many workers cannot afford extravagance in their lunch fare. McDonalds also meets their needs. McDonalds has other benefits attached  to its menu, but McDonalds food is not what many customers seek. "Despite a dominant 42 percent share of the fast-food market, McDonalds customer satisfaction rates were the lowest  among other large operations, according to a recent University of Michigan survey" (Currie, 2000). Much of the dissatisfaction among McDonalds customers is the rigidity that the company has insisted  on maintaining for years. The "worlds No. 1 fast-food chain has become ... famous for its efficient - and rigid - food system. For most of its 45 years,  McDonalds delivered Big Macs, fries and shakes just one way: McDonalds way" (McCarthy, 2000; p. 7B). This has been a boon in keeping