5.) Do you think that Mcdonald's has any rare and valuable resources? In what value creation activities are these resources located? 6.) How sustainable is Mcdonald's competitive position in the fast-food restaurant business? Sustainability is about meeting the needs of the present without compromising the needs of the future. In the case of Mcdonald's, sustainability is present through their strategic management such as being able to come up with ways to achieve the standards of their target market. It is sustainable enough in the long run that they do not need to change much the overall structure on how to run their company in times of a problem (e.g. decreasing market share). Due to their challenges throughout the years, the company was able to identify several problems or lapses that made them become more competitive and eager to improve may it be in terms of the quality of their service and products, and/or in terms of their business environment and internal management. If they encounter a problem they always act and solve the root cause of it. They do not wait for the problem to become bigger. The company's driving force to keep up to the fast changing environment is their brand image. Over the years, they consistently build their image and reputation by a simple formula: give consumer value for money, good quick service, and consistent quality in a clean environment. They are sustainable enough in terms of competitive position in the fast food business since they always listen to the voices of their customers and adapt well to the demand of their needs/trends