The Nonmarket Environment of McDonald's

McDonald’s is the world’s largest restaurant chain, with over 30,000 locations. This case describes several non-market issues that could significantly impact the McDonald’s business. Issues covered include the increase in U.S. obesity rates, legislation, media attention and advertising, as well as others. Study questions guide students to evaluate and prioritize the issues in developing a strategy that McDonald’s should pursue in dealing with the non-market issues discussed.