Part 1 I decided to carry out a PEST/STEEPL analysis on MacDonald’s, the fast food chain. Although in their own Mission and Value statement they describe themselves as a franchise business. The STEP analysis proved to be relatively easy, in some was it is similar to SWOT, in that once a start has been made it is difficult to stop. I used a copy of their 2011 Annual Report as the basis for the analysis, this did make things difficult in term of economic factors as the report was mainly financial…
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