This report presents a strategic environmental analysis of McDonald's operations in Australia. It begins with an executive summary and an introduction that outlines the company's presence and market share within the Australian fast-food industry. The report then delves into market trends, financial and corporate performance, and a SWOT analysis to assess McDonald's strengths, weaknesses, opportunities, and threats. The analysis includes an examination of the company's competitive advantages. Furthermore, the report explores strategic options the company has employed, followed by recommendations for improving revenue and market position. The analysis is supported by relevant references to academic literature and industry research, providing a comprehensive overview of McDonald's strategic positioning in the Australian market.