This report provides a comprehensive analysis of McDonald's business strategy, examining its current strategies, including generic (cost leadership and product differentiation) and intensive (market penetration, market development, and product development) approaches. It delves into McDonald's vision, mission, values, and objectives, comparing them with those of competitors KFC and Hungry Jack. The report assesses the external and internal fit of McDonald's strategies, utilizing Porter's Five Forces and PESTLE analysis to evaluate the competitive environment and external factors influencing the company's performance. Recommendations for improvement are also included, offering insights into how McDonald's can further enhance its market position and achieve its goals. The report concludes with a synthesis of the key findings and strategic implications for McDonald's.