This exercise can give you experience locating strategy-evaluation information. Use of the Internet coupled with published sources of information can significantly enhance the strategy evaluation process. Performance information on competitors, for example, can help put into perspective a firm’s own performance.

Instructions

Step 1 Visit http://marketwatch.multexinvestor.com, http://moneycentral.msn.com, http://finance.yahoo.com, www.clearstation.com to locate strategy-evaluation information on competitors. Read some recent articles that discuss the fast-food restaurant business.

Step 2 Summarize your research findings by preparing a strategy-evaluation report for your instructor. Include in your report a summary of McDonald’s strategies and performance in 2010 and a summary of your conclusions regarding the effectiveness of McDonald’s strategies.

Step 3 Based on your analysis, do you feel that McDonald’s is pursuing effective strategies? What recommendations would you offer to McDonald’s chief executive officer?