IntroThe McDonald's Corporation is the world's largest fast food chain. It is franchised in more than 119 countries and serves an average of 68 million customers daily. The business began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald's brothers and oversaw its growth globally (McDonald's 2014). A franchisee, affiliate or company operates a McDonald's restaurant. Thus, McDonald's Corporation's revenue comes from rents, royalties, and fees paid by franchisees or sales at company-operated restaurants. According to Yahoo Finance report, McDonald's Corporation had an annual revenue of $27.5 billion and profits of $5.5 billion (McDonald's 2014). McDonald's mainly sells hamburgers, cheeseburgers, chicken snacks, fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit. Their food caters to all age groups and they offer a special menu called “happy meals” which targets children. SWOT Profile of McDonald's I would discuss the SWOT profile of McDonald's in more detail to better understand the company's situation. This would help assess the overall performance of the company. StrengthsMcDonald's has the largest fast food market share in the world. As mentioned, it serves 68 million customers every day in 119 countries, making it the second largest POS operator with over 34,000 outlets. Brand recognition is valued at $40 million. Middle of paper.......com/2012/05/06/magazine/how-mcdonalds-came-back-bigger-than-ever.html?pagewanted=all&_r=1& (accessed February 17, 2014).McDonald's , “Company Profile”. Last modified 2014. Accessed February 17, 2014. http://www.aboutmcdonalds.com/mcd/investors/company_profile.html. “Best Global Brands 2012.” Interbrand, 2014. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx (accessed February 17, 2014). Ovidijus, Jurevicius. “McDonald’s SWOT Analysis 2013.” Strategic Management Insight, March 10, 2013. http://www.strategicmanagementinsight.com/swot-analyses/mcdonalds-swot-analysis.html (accessed February 17, 2014). Worcester Polytechnic Institution. “Marketing Fast Food to Children.” Public health communication. (2007). http://www.wpi.edu/Pubs/E-project/Available/E-project-082107-231740/unrestricted/Appendix_1.pdf (accessed February 17, 2014).