1. What is the strategic issue(s) that McDonald's needs to address?
2. What are McDonald's' core competencies?
3. What is McDonald's' business model? How does McDonald's make money?
4. Which trends in McDonald's' external environment are likely to have the greatest impact on the company's ability to sustain a competitive advantage.
5. What is McDonald's' strategy? Has it changed over the last few decades, and if so, how?
6. How should Kempczinski adapt the organizational structure of McDonald's to implement his strategic initiatives?

Note that your responses should be cited where needed. Please include tables, graphs, spreadsheets, or pictures; the use of which I highly encourage. You may use source material outside of the case in the text. Add it to the reference list and be sure that the information used is properly cited.