Staying ahead in a competitive environment

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 Introduction For any business, becoming and staying the market leader is a huge task, even for household names such as McDonald’s. Keeping ahead involves continuous hard work to enhance the reputation of the brand, coupled with product innovation based on detailed market research that indicates how to please customers. McDonald’s has built its success around a formula of providing a range of standardised high quality products quickly and cheaply. The McDonald’s concept was originally developed in the USA, but is truly global with over 25,000…

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