What has caused the dramatic drop in their financial performance in the early 2000s? In February 1996, McDonald’s stock traded at 27 times earnings. But in July 1997, McDonald’s second quarter profit growth was just 4%, with a 2% decline in earnings from the US business. In December 2002, McDonald’s stock declined 60% over three years. McDonald’s sales were in decline, market share was shrinking, franchisees were frustrated, employee morale was low, and customer satisfaction was even lower. Focus…
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