Describe the macroeconomic factors that caused headwinds for McDonald’s in 2012. Please include sources with your answer.

Describe the macroeconomic factors that caused headwinds for McDonald’s in 2012. Please include sources with your answer.

McDonald’s and its competitors must try to determine which variables – for example, price, quality, health concerns, convenience, speed of delivery, and restaurant ambiance – have the greatest influence on consumer demand. The uncertainty related to the fast-food industry and the competitors in this oligopolistic environment also has a significant macroeconomic impact.


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