Steve Easterbrook (Easterbrook ) took over as CEO of McDonalds Corporation (MCD) from Don Thompson ( Thompson) at the beginning of 2015. This change came at a time when MCD was going through a challenging time. The company was facing challenges on multiple fronts including menu management, quality issues, and new products not delivering sales as anticipated.

On the international front, MCD was facing hurdles from regulators in Russia and China. Easterbrook was known for achieving a turnaround of McGinn the United Kingdom and investors and market were hoping for a major turnaround inch in US markets

The case bring to light the performance of MCD in a couple of years, giving scope for discussion on the challenges facing MCD both internally and from external competitors and reasons for the failure of its new products, The case also attempts to bring in the leadership roles of both Thompson and Easterbrook

As a strategic manager assigned to assist the company in revamping its current situation, you are required to address the following two areas of concern

Question

Identify at least three (3) key areas you would need to first examine/ assess before beginning the repositioning process