For this reason, many employees tend to leave when they find a job with higher pay. This increases training costs for employees, as they tend not to stay too long. • The product is quite similar to that of its competitors: McDonald's menu is quite similar to that of many of its competitors such as Burger King and Wendy's. This forces McDonald's to have to lower prices to remain competitive. • Lack of seasonal variation: McDonald's offers the same menu 365 days a year. During hot summers, consumers may want something that adapts to the climate. Although they have ice cream and frozen drinks, there is a lack of variation. An introduction to items only available for different seasons might force a change. • Advertising is primarily aimed at children – children may represent a large portion of McDonald's target market, but past advertisements were aimed exclusively at children. This is not an effective strategy, as the rest of the target market has not been targeted. More ads targeting all groups would solve this problem