the question is not about McDonald's .. the question about macro and micro .

II - McDonald's has been losing share to what the industry calls "fast-casual" restaurants because consumers today want more choices. Americans are seeking healthier eating options. As the market leader, McDonald's often bears the brunt of criticism. McDonald's has strived to realign itself with the changing marketing environment, and it appears to be paying off. Marketers need to be good at building relationships with customers, others in the company, and external partners. A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. More than any other group in the company, marketers must be the trend trackers and opportunity seekers. They have disciplined methodsmarketing intelligence and marketing researchfor collecting information about the marketing environment. They also spend more time in the customer and competitor environments. A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Explain about both opportunities and threats in the marketing environment