Over the past couple of decades, there have been significant changes in the quick service restaurant industry in Mauritius. The fast food landscape is made up of different formats. In addition to independent restaurants of different levels of service and quality, there are also franchises such as KFC, McDonald and Debonairs that provide their respective offerings to consumers.

McDonald management has the ambition of capturing a greater market share in the quick service restaurant business.

You are to assume the role of a Marketing Consultant for McDonald's. Produce a report for the Marketing Director of McDonald that addresses the following tasks:

(a) Evaluate the competitive advantage of McDonald, and explain how it is being Sustained.

(b) Produce FOUR marketing objectives for McDonald.

(c) Describe how performance against these objectives can be monitored.

(d) Evaluate how McDonald could adjust the elements of the marketing mix to attract more consumers.