To understand the structure and culture of McDonald's and why they continue to be the largest restaurant chain in the world, we conducted a SWOT analysis that allowed us to consider every dimension involved in corporate-level and corporate-level strategies. Our research highlighted more strengths than weaknesses. Strengths such as brand recognition, consistent growth in global markets and strong leadership. McDonald's has become part of American culture and now the same can be said in the global arena, based on the demonstration of growth and continued dominance over competitors. Business Week Magazine even ranked McDonald's as "one of the ten most recognized brands in the world," a position that creates significant opportunities for the company. One major strength that continues to have the most dramatic impact on McDonalds is its high-level management. While this is considered an internal strength, McDonald's has capitalized on a management style that helps instill a strong culture. A dynamic aspect of McDonald's culture is the willingness to innovate and adapt, thus making necessary changes when the need arises. Senior management includes Jim Skinner, concepts from the late Charles Bell and the late James Cantalupo. James Cantalupo was a former vice president who oversaw McDonald's successful international expansion in the 1980s and 1990s. He came out of retirement and took over as CEO in hopes of reversing the potential decline McDonald's was facing. He was instrumental in developing a strategic plan called "Plan to Win" that was the starting point for the turnaround in early 2003. This plan contains aggressive goals and measures for success based on critical customer experience factors or on the 5 Ps: People, products, price, place and promotion. (CEO, Salad Days) Today, sales are strong in domestic markets and even stronger in global markets. The plan focuses on existing customers and changing their image to promote healthier menu items. This was the long-term goal set by Cantalupo, followed by Bell and now Skinner. With strength eventually comes weakness, and McDonald's has its fair share, especially in recent years. Many weaknesses are due to the external environment which includes market saturation, increased price competition and costs of food and labor. These weaknesses affect many companies in the fast food industry, so McDonald's is trying to effectively combat these forces by using a differentiation strategy. Development of new products such as