1.)How has McDonald’s concept changed since the 1960s ? What environmental forces were behind these changes?
By 1960, the company had more than one hundred restaurants. Kroc and the McDonalds owned some, but most were franchises. In addition to paying a franchise fee and part of their profits, franchisees also paid the company rent on the land where the stores sat. This income eventually earned more money for the McDonald's Corporation than selling food.
During the 1960s, McDonald's saw many changes. Kroc became the sole owner in 1961, paying the McDonalds $2.7 million for their share of the business. The same year, the company opened "Hamburger University" at its Oak Brook, Illinois, headquarters to train employees. In 1962, McDonald's golden arches replaced Speedee as the restaurant's main symbol, and ads told customers to "Look for the golden arches."

McDONALDS : MACRO ENVIRONMENT
Organization’s decision making and performance and strategies are sometimes affected by some external factorsThe most common methods used for macro economic environment analysis is PESTanalysis. PEST anlayis do the environmental analysis from the following points of view:Source: Marketing Model, 2009.: Macro Environment and Marketing Mix3

A. Political factors
Political factor mainly refers to government policy. For example, the degree of government’s intervention in an economy is a good example of political factor .According to Oxford University Press political factors mainly deals with thefollowing issues:Good and Services for which Govt would give business permission.The extend at which Government would subsidising firms.Government’s priority in terms of business support.McDonalds are operating their business around 120 countries. Each of the country hasits own government policies regarding business operation. McDonald’s operations arealways influence and affected by the