Analysis of McDonalds Corporation in Malaysia

Analysis of McDonalds Corporation in MalaysiaGlobal Company in ASEAN Siti Izzah Fadzilah B. Hj Dolhan 857010910033/21/2015Aj. Andrew Ronald Cottam

IntroductionThe McDonalds Corporation The McDonalds Corporation is said to be the worlds largest chain of fast food restaurants. It serves approximately more than 60 million customers daily in 119 countries across 35,000 outlets. Its headquarter is in the United States, where the company began in 1940 as a barbeque restaurant run by Richard and Maurice McDonald. Later onwards, in 1995, Ray Kroc franchised the chain from McDonald brothers. Since then, the famous golden arches of McDonalds have become a familiar spectacle in towns and cities all over the globe. In 2014, the chain not only had 14,350 restaurants in the United States, but a further 21,908 in international locations. Not only that, McDonalds is one of the biggest employers in the world with over 1.7 million employees worldwide. McDonalds restaurants offer a substantially uniform menu, although there are geographic variations to suit local customer preferences and tastes. In addition, McDonalds tests new products on an ongoing basis. McDonalds menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder with cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, wraps, French fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCafe beverages and other beverages. In addition, the restaurants sell a variety of other products during limited-time promotions (McDonald Corporation, 2013)McDonalds restaurants in the U.S and many international markets offer a full or limited breakfast menu. Breakfast offerings may include Egg McMuffin, Sausage McMuffin with Egg, McGriddles, biscuit and bagel sandwiches and hotcakes. McDonalds background in Malaysia. In 1955, McDonalds Corporation was founded by Ray Kroc and opened the first restaurant in Des Plaines, Illinois. In 1980, GOLDEN ARHCES RESTAURANTS SDN BHD gets the license to operate McDonalds restaurant in Malaysia from McDonalds Corporation USA in 1980. The first restaurant McDonalds Malaysia opened at Jalan Bukit Bintang, Kuala Lumpur. Now, it has more than 200 restaurants operated in Malaysia. . McDonalds have created over 7000 job opportunity ever since they arrive in Malaysia over the years. Their vision is to be our customers' favorite place and way to eat.Two Hamburger University gold-standard training centre was opened in Malaysia in January 2012 to cater to the increasing training and development needs of people in Malaysia. Not only that, to meet their growth plan of 500 restaurants by 2020 in Malaysia, McDonalds will be creating 13,500 new jobs within eight years. It has been third time in a row that McDonalds has won the Aon-Hewitt Best Employers award; a testament to their commitment in executing good people practices.Company overviewGolden Arches Restaurants Sdn. Bhd. operates as a subsidiary of McDonald's Corp.Level 11, Menara Luxor6 Jalan Persiaran TropicanaPetaling Jaya, 47410MalaysiaPhone: 60 3 711 8888Fax: 60 3 711 3938www.mcdonalds.com.my SizeEmployees: As McDonalds is the worlds largest fast food service retailer, Christodoulou (2013) stated that there are a total of 314 restaurants which accumulated to more than 10,000 employees in Malaysia. Out of all the employees hired in Malaysia, the companies employ nearly 12,000 Malaysians. In Malaysia itself, McDonald serves over 13 million customers a month in all the restaurants. Revenue: AmountIncrease / (Decrease)Increasing/(Decreasing) Excluding Currency Translation

Dollars in millions2013201220112013201220132012

Company operated sales:

U.S.0%2%0%2%

Europe 4%0%3%6%

APMEA( Malaysia)1%6%2%5%

Other Countries & Corporate(8)%(8)%(6)%(7)%

Total 1%2%1%4%

Franchised revenues:

U.S.$4,339$4,284$4,9061%5%1%5%

Europe $3,162$2,977$3,0346%(2)%4%5%

APMEA (Malaysia)$1,052$1,041$9581%9%8%8%

Other Countries & Corporate$678$662$6252%6%8%11%

Total $9,231$8,964$8,7133%3% 3% 6%

Total revenues:

U.S.$8,851$8,814$8,5920%3%0%3%

Europe $11,300$10,827$10,8864%(1)%3%6%

APMEA (Malaysia)$6,477$6,391$6,019 1%6%3%6%

Other Countries & Corporate$1,478$1,535$1,572(4)%(2)%0%0%

Total $28,106$27,567$27,0062%2%2%5%

Comparing the total revenues from 2011, 2012 and 2013, McDonalds Corporation has appeared to have an increase in its total revenue to $28,106 in 2013 from $27,006 in 2011 in total (worldwide).

Market Market Trends As one of the trends in the world is fast food culture, around 98 percent of Malaysians adults eat at take-away restaurants. Countries that have the highest percentage of fast food restaurant consumers around the world compare to America which count 97 percent are Malaysia, Philippine and Taiwan (ACNielsen, 2005). Due to having commitments on work and having a busy life, consumers tend to spend less of their budgets on the grocery store while most of their food budget ended up in cash registers at the restaurants and fast food outlets (Kara, et. Al., 1999). Around 59% of Malaysian eating takes away every week. Even the state of one's health has become primary concerns for consumers, but it does not affect the way consumers choose to eat. It has become a part of their life to eat fast food, particularly in Malaysia, Hong Kong and United State.Since this trend has become part of the consumers life, McDonalds will be able to increase their target markets in Malaysia. McDonalds can have a better performance if Malaysians customers suggestions can be fulfilled as 54 percent of Malaysian prefer convenience location to eat (ACNielsen, 2005)

4 Ps (Marketing Mix) Product The food served in McDonalds is halal and serves local taste as McDonalds takes into account cultural factors in serving Malaysian consumers. Even though they served a wide range choice of menu similar with Burger King, seasonally McDonalds serve the prosperity burger for celebrating Chinese New Year. McDonald's also serves healthy food but this will effect on the taste and consumers eating experience. For instance, saturated oil that now is replaces with Trans-fat oils have changed the taste of the McDonald's famous fries (UK Essays, n.d) PriceMcDonald's have more price reduction compared to KFC and Burger King. They offer a very competitive food prices. They have the Value Mc Savers and the Mc Value Meal. KFC do have their value meal called Jom Jimat Everyday and Burger King but in term of their price, McDonald offers the best price for fast Food. However, McDonalds, they offered only during certain period of time there-for rise the question of its availability. PlaceIn terms of distribution, McDonalds have more than 200 restaurants in Malaysia. As Malaysians are likely to enjoy shopping, McDonalds are built mainly in retail areas like shopping malls. In some strategic places, McDonalds also opens in several local gas stations such as PETRONAS Mesra. They open an express caf that serve some popular products where they can satisfy the hunger of consumers such as, working executives on-the-go and motorist. Promotion In order to achieve good profit and high customer satisfaction, promotion is one of the main factors. According to Kara, Kaynak and Kucukemiroglu (1999) fast food buyers are seeking price deal and promotions before visiting a fast food restaurant.

Competitors Naturally, rivalry among fast food industry is strong as the competition focuses on providing the best service and product variety. Other competitors such as KFC and A&W create an intense rivalry among the fast food provider because KFC is constantly providing more choices ranging from fried chickens to burgers and to side snack such as potato wedges and salad. Moreover, competitors equal in size and power and growth in the industry. Rank in Malaysia.1. McDonalds 2. Starbucks3. Kentucky Fried Chicken 4. Old Town White Coffee5. Burger King6. Sushi King7. Secret Recipe 8. Marry brown 9. A&W10. Kenny Rogers Roasters (Top 10 of Malaysia, 2012) Threats from substitute productsOne of the factors that could cause the company to make less profit is the limited choice of product offered. Hence, many people will go to substitute products. The substitute products for McDonald's will be the other fast food chain, for example: Burger King and road side burger stalls. Although McDonald's has applied 24 hours all around, however, road side burger stall that operates until late at night and other fast food restaurant is also operating 24 hours service. The threat of new entrants New entrants pose threats and increase competition in the industry. The lesser the threat of new entrants, the greater will be an industry's attractiveness as it is in the retailing industries. Due to low switching cost and lack of product differentiation, new competitors can easily enter the market. For example, McDonald's face competition from Carl's Junior and Wendy's which are quite new in the Malaysian market still. Bargaining power of suppliersThe bargaining power of suppliers is viewed as a threat because the quality of the supplied products is highly dependent on them. They can either raise the prices or lowered the quality if the suppliers are powerful. In the fast food industry case, the power of suppliers is relatively low because the inputs are standardized, low switching costs and there are a lot of substitutions of supplier.

SWOT Analysis:1. Strengths: Strong brand name, image and reputationMcDonald's was the most valuable fast food brand in the world with an estimated brand value of about 85.71 billion U.S. dollars (The Statista Portal, 2015). It has built up vast brand equity. It is the no 1 fast food company by sales, with more than 30,000 restaurants serving burgers and fries in almost 120 countries. As McDonalds is a well-known fast food sector, the brand image itself is recognized everywhere. This brand is in top ten of the most powerful brand names in the world with Samsung, Coca-Cola and Burger Kings. Large market shareWhile Wendys or Burgers Kings are losing market share in 2006, McDonaldss market share is increasing which this indicates that McDonalds is considered the largest player in size and global reach. Market share of McDonalds in 2010 is about 12.70% while Yum! Brands Inc. is 9.70%, Wendys is 6.60% and Burger King is 5.10% (The Statista Portal, 2015) Specialized training for managersMcDonalds is very serious on training managers. This company has its own program to train managers the most professionally, which is called Hamburger University. As a result, McDonalds has many good managers who can help company development well. Not only that, 85% of managers at McDonalds restaurants in Malaysia started at the crew level. Introduction of new productionBeing considered as the first one to enter fast food industry, McDonalds has initiates other brand to enter this industry. As a result, customers will always think of McDonalds when it comes to fast food. In fact, McDonalds is the first choice of a large number of customers in some developed countries, especially in United States. Product InnovationThe strong global present becomes one of the biggest strength McDonald's has. It makes McDonald's able to capture large market in other countries such as Malaysia. McDonald's expand their market has proven successful which is supported by the brand recognition. It generated more sales and gain market share. McDonald's product innovation is the other strength it has. The innovation of fast food which is different in every country it enters is a good strategy for localizing the taste and preference of customers. McDonald's offers Ayam Goreng which is only available in Malaysia and McCurry Pan in India. McDonalds also offered 24 hours delivery services which enable consumers to enjoy foods during midnight if they feel hungry. This is the core competencies for McDonalds over its competitors where KFC, Subway, Burger King and others do not have 24 hours delivery.

2. Weaknesses: Unhealthy food imageProducing food products which provides large amount of calories but less nutrition create an unhealthy food image for McDonalds. Not only that, documentary such as Supersize Me has left a negative view as Morgan Spurlock contributed the societys obesity to McDonalds and other fast food chains. Customer loses due to fierce competition As McDonalds has to compete with other fast food industry that has a strong brand names such as Burger King, this has resulted to a decreasing number of consumers dining at McDonalds as they prefer favor of other brands. Problem related to health issueTrans-fat and beef oil which affects badly on consumers health are being used in McDonalds food. Although it is not illegal, these oils can cause some kind of cancer and consumers who care about their health have stopped eating at McDonaldss restaurant which this resulted to decreasing revenue. Legal action:McDonalds has been involved in a number of lawsuits and other legal cases in the course. For example, there are many cases which involved with trademark issue. McDonalds force many others restaurant, company of just a coffee shop to change their brand name because of keeping Mc letters. Unbalance meals:Although McDonalds tries to update its menu by healthy criteria, McDonalds meals are still unbalance. For example, there are many dishes with chicken (both grilled and fried), bacon, beef, rib or egg. Besides, just several dishes are salad with vegetable and fruit. Moreover, amount of fruit or vegetable is not much. High employee turnover rateAlthough there are many good managers and skillful employees, the turnover is still high where this caused layoffs. Furthermore, with a high working pressure but low salary too made many others to quit their jobs. Dissatisfied Franchisees: Franchisees are beginning to become very dissatisfied with the fees that McDonalds are forcing them to pay. As the company continues to expand, they are also increasing the amount of fees franchisees have to pay for the use of the notorious fast-food brand. Many people are not very happy about this and as a result many franchisees are selling their businesses. Products varieties:McDonald's has low width of product caused by the saturated market in food industry has make McDonald's difficult to add new outlets in their menu lists. The last breakthrough for McDonald's is their chicken nugget in 1983. The increase of competition such as KFC, A&W, Burger King, and Subway, has created a tight price competition. McDonald's unable to earn much revenue from this price competition. Health concern becomes one of the major weaknesses of McDonalds where many people complaint with the oily foods that are offered.

3. Opportunities: Growth of the fast food industryFast food industry now is developing significantly. The change of lifestyle leads to the change in people eating habit. In the past, if just workers, drivers or someone who had to work busily and didnt have enough time for a home meal choose fast food; nowadays, almost people eat fast food and a major of them like fast food very much. It is a huge chance for fast food brand to increase their revenues, especially McDonalds. ConservationMcDonalds should make researches and use the advantage of being environmental friendly with their packaging. Globalization, expansion in other countriesMcDonalds has more than 31,000 restaurants serving in almost 120 countries. Of the 31,000 restaurants, at least 14,000 are in US. However, now, because the care of McDonalds about favors and cultures in each countries it enters, McDonalds can open more restaurant in new areas such as China or India the countries which culture influences on people lifestyle deeply. They are very potential markets. The expansion of these areas is big opportunities For McDonalds. Low cost menu is preferred by large number of customersMcDonalds is well-known for having a low cost menu, and this can attract customers with low income. This segment makes up a fairly remarkable part, especially in the recent time, when global economic is struggling. It is not difficult for McDonalds to apply low cost menu on all restaurants. Diverse tastes and needs of customersCustomers tastes now become more diverse. As a result, they require new format of service in order to satisfy them. McDonalds, with new format of business such as McCafe, it can attract new segment of customer; for instance civil service, who prefer coffee as well as want to use Wi-Fi to work when drink coffee. Growing health trend among the customers:Since the public is being concerned about how McDonalds influence badly on their health, with developing new products such as vegetarian burgers with olive oil or healthy dessert can attract more consumers.

4. Threats: Intensity competitorsAlong with the development of fast food industry, there are many new fast food brand enter to the market. It is nothing to say if there is no strong brand which can compete with McDonalds. However, in fact, there are some and they are stronger gradually, for example Yum!Brands, Wendys or Burger King. Although market share of these brand are lower than McDonalds, they try to gain more customers from McDonalds. Moreover, more casual dining restaurants increase their burger offering and decrease the price. If we are not really hurry, we may choose this kind of restaurant instead of fast food restaurants. They also become the competitors of McDonalds. Public health crisisWith a growing number of obesity cases among Americans, fast food chains like McDonalds will continued to be overshadowed by their previous products offerings, for example Supersized Meal, no fruit or yogurt, slim salad selection. Besides, people nowadays are facing heart problem more seriously. As a result, they require nutritious and healthy food as well as lifestyle. Economic recessionThe company's revenue streams are diversified, but depending on the length of this "recession", they will inevitably be negatively impacted by the trickledown effect. Recession or down turn in economy may affect the retailer sales, as household budgets tighten reducing spend and number of visitors. Serious environmental issue:Environment is one of the hottest topics all over the world. Any action which influence on the earth and human life is criticized strongly. Consequently, if McDonalds keep using HCFC -22, it may lose customers, especially who really care about the earth.

P.E.S.T.L.E ANALYSIS 1. POLITICALConcerning health issues such as cardiovascular, cholesterol, and obesity among the young and children in the country have made the government to control the marketing of fast food restaurant. This action has affected the operations of McDonalds. Not only that, government also control the license that is needed to open fast food restaurant or other business regulation that needed to be followed such as for a franchise business. However, good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. McDonalds should also protect its workers by ensuring all the hiring, compensation, training or repatriation is according to Malaysian Labor Law as stipulated.

2. ECONOMICS As a business entity, McDonalds need to face a lot of economic variables outside its company orTeits macro environment. Dealing with international sourcing for its material McDonalds should be aware on the global supply and currencies exchanges as McDonalds imports most of its raw materials due to limited supplies from the local. Any upside of currencies especially dollar will be impacting its cost of purchase.

Working on the local country, McDonalds must face government regulations on tax of profit where it gains from the operation and other tax such as entertainment and restaurant service tax.With different scale or types of tax that each country may have, McDonalds needs to follow the regulation to continue the operation. As a franchise, McDonalds should also pay certain percentage of the revenue to the parent company in United States.

The economic condition and growth of the country also is an important indicator to the demand of products that McDonalds offered. As the food priced slightly above normal foods, not many people will have the income range to consume the products. Moreover if the economy is bad and income per capita is affected, the demand of McDonalds product will certainly going down. On the other hand, the good economy also means disposable income is more and people can spend more on more expensive food at fast food restaurant.

3. SOCIAL / CULTURALThe changing lifestyles of Malaysia due to development of Malaysian economy should be also taking into consideration. Consumers tend to have higher expectation when they are able to eat at more expensive outlet such as fast food restaurant. They want to have quality in services and more conveniences that can differentiate one restaurant from another. Young urban consumers want technology in their life and facilities such as credit card payment, wireless internet, cozy and relaxing ambient place, and other attraction for their hangout and eating which all these needs should also be taken into consideration. There is not much difference between cultural and the purchase of products in a single country but for different countries cultural sensitivity should be upheld. For example in India people (Hindu) do not take beef, Muslim countries do not take pork, German like beers, Finnish like fish type of food menu, Chinese like to associate food with something good (for example prosperity), Asian like rice and Americans eat in big-sized menu. So far McDonalds has shown good efforts in localization of its menu to suit local taste but it should constantly survey and learn about local culture to better understand and design the best product for them.

4. TECHNOLOGYFor a fast food restaurant, technology does not give a very high impact on the company and it is not a significant macro environment variables. However, McDonalds should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology. Implementation of technology can make the management more effective and cost saving in the long term. With these changes, consumers will be happy if cost savings results in price reduction or any campaign that will benefits them from time to time.

5. LEGALIn Malaysia, they are bound with the Syariah law which states all food served must be Halal. McDonald's is one of the many fast food chain restaurant in Malaysia gained Muslim consumers confident. McDonald's in Malaysia underwent rigorous inspections by Muslim clerics to ensure ritual cleanliness; the chain was rewarded with a halal (clean and acceptable) certificate, indicating the total absence of pork products.

Other legal requirement that the business owner should follow as stipulated in laws are such as operating hours, business registration, tax requirement, labor and employment laws and quality & environment certification (such as ISO) in which the outlet has been certified. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous.

6. ENVIRONMENTMalaysia natural environment is considered good. Based on the report by Department of National Environment Energy and Resources, the Air Pollution Index is in the status of good in many areas in the country.In relation to this, McDonalds around the world has always been a company which practice to protect the natural and community resources that support and are affected by their activities. McDonalds promotes recycling and energy conservation. Since 1990, they had recycled 2 billion corrugated cardboard, purchased more than $3 billion in products made from recycled materials and eliminated several million pounds of packaging (McDonalds, 2009). However, as one of world largest consumer of beef, potatoes and chicken, McDonalds always had been critics for world environmentalist. This is because high consumption of beef causing the greenhouse effect by methane gasses coming from the cows ranch. Large scale plantation has effect the environment and loss of green forest opening for plantation activities. Vegetarian environmentalist criticizes the fast-food giant for cruelty to animals and slaughtering.

Human resource issues As was said by a former employee (2013), working in McDonald as a part-time crew in Seremban (Malaysia) was tiring but enjoyable. However, conflict between manager and staff commonly occur in this organization (Glassdoor, 2013)This has proven that McDonalds human resource department needs to put more attention to such matters instead of just giving the employees training regarding their scope of work. The employees are being trained using the following methods: Self-study, which allows participants to work independently using a standard curriculum to learn the important operational standards. On-the-job coaching gives the participant the opportunity to work shoulder-to-shoulder with a coach, which builds on-the-job practical restaurant skills and shows how the concepts work in real life. Training tools enable consistent messages to be delivered. Classroom training is a planned, instructor-facilitated event, held either in or out of the restaurant. Classroom activities include real restaurant experiences.Though McDonalds have given the best training to the employees as mentioned above, problem within higher and lower hierarchy will always occur. One way to solve this kind of problem is by implementing a better way of management and increasing their level of job satisfaction by practicing job rotation, job enlargement and job enrichment as job rotation will create an ancillary effect of cross-training for all employees that will increase the flexibility and adaptability of the organization and job enrichment will make the staff to not focus on giving updates or to report to her/his supervisor and the staff can make her/his own decision. This will motivate the employees and can reduce employee turnover.

Future growth By the year end, Golden Arches Restaurants Sdn Bhd plans to open a new outlet that will be placed in Putrajaya by year end. This plan required an investment that will be accumulated to a total of MYR 17.5 million. The new outlet is a part of the companys growth plan of having 500 restaurants in Malaysia by 2020 (Bloomberg Business, 2014) The construction of the restaurant with a built-area of 30,000 square feet is expected to be completed within four months of approval of the building plan made by the Putrajaya Corporation. As a part of future growth, Golden Arches Restaurants Sdn Bhd were said to open up to 35 new McDonalds restaurants at a total cost of MYR 200 million in 2014. By doing so, McDonalds will be creating more jobs in the market. Aside from aiming to open 500 new outlets by 2020, one of McDonalds future growth plans is to execute the Plan to Win. Plan to Win aligns the McDonalds System around the three global growth priorities that represent its greatest opportunities to drive results- optimizing the menu, modernizing the customer experience and broadening accessibility to the brand in order to remain relevant to the consumers (McDonalds Corporation, 2013) However, to ensure the plan will go smoothly, it depends mainly on the following: 1. McDonalds ability to anticipate and respond effectively to trends or other factors. 2. McDonalds continued innovation in all aspects. 3. The impact of changes to the value menu. 4. The risk associated with the franchise business model.5. The success of McDonalds tiered approach to menu offerings. 6. Ability to drive restaurant improvements that achieve optimal capacity. 7. Plans for restaurant reimaging and rebuilding. 8. Ability to respond effectively to adverse perceptions about the quick service category of the IEO segments or about the food (including its nutrients content and preparations). 9. The success of sustainability initiatives to support McDonalds brand ambition of good food, good people and good neighbor. 10. The costs and risks associated with McDonalds increasing reliance on the technological and digital systems that support Systemwide restaurants. Nonetheless, McDonalds Corporation needs to overcome all the boycotts that have been launched by the public as it could bring bad reputation where competitors can take advantage of the situation in order to sustain its future growth. Not only that, as the company merely depends on the performance of the employees of the front line to manage the consumers, McDonalds Corporation should not risk to have unskilled employees as it will costs loss of consumers. Aside from that, technology innovation too can sustain McDonalds future growth.

ConclusionIn conclusion, McDonalds Corporation is still on its growth stage where it shows that McDonalds will still manage to maintain its business for a longer time. Besides that, for years McDonalds has become the top ranking among its competitors. However, McDonalds still have problems with its human resource management where this can lead to a loss of skilled employees. Nevertheless, as a whole, McDonalds will be able to sustain its future growth with their plans and trainings that they are giving to the employees.

ReferencesChristodoulou, E. (2013). McDonalds puts people first. Retrieved on March 19th 2015, from http://mystarjob.com/articles/story.aspx?file=/2013/5/11/mystarjob_careerguide/13043078&sec=mystarjob_careerguide Bloomberg Business. (2014). Golden Arches Restaurants Sdn Bhd plans to open new outlet in Putrajaya by year-end. Retrieved on 19th March 2015, from http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=5733574 Glassdoor. (2013). McDonalds Malaysia reviews. Retrieved on 19th March 2015, from http://www.glassdoor.com/Reviews/Mcdonald-s-Malaysia-Seremban-Reviews-EI_IE573134.0,19_IL.20,28_IC2991554.htm Kara, A., Kaynak, E. & Kucukemiroglu, O. (1999). Marketing Strategies for Fast-Food Restaurants: A Customer View. British Food Journal 99/9 [1997] 318-324.Nielsen. (2005). Asians the World's Greatest Fast Food Fans. Retrieved March 19, 2015, from http://my.acnielsen.com/news/20050126.shtmlMcDonald USA. (2009). Environment. Retrieved March 19, 2015, from McDonald's USA: http://www.mcdonalds.com/usa/good/environment.htmlMcDonald Corporation. (2013). 2013 Annual Report. Retrieved on March 19, 2015. From http://www.researchgate.net/profile/Claudio_Vignali2/publication/235259287_McDonalds_think_global_act_local__the_marketing_mix/links/542cf26c0cf277d58e8c8a33.pdf The Statista Portal. (2015). Statistics and facts on McDonald's. Retrieved on March 19th 2015, from http://www.statista.com/topics/1444/mcdonalds/The Statista Portal. (2015). Brand value of the 10 most valuable fast food brands worldwide in 2014 (in million U.S. dollars). Retrieved on March 19th 2015, from http://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/Top 10 of Malaysia. (2012). Top 10s Crme de la Crme Food Brands in Malaysia. Retrieved on 29th March 2015 from http://top10malaysia.com/home/index.php/news-and-events/top-10-food-brands-in-malaysia/

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