The objectives set by Mcdonalds are all medium to long term targets and cannot be reached instantly, also quite difficult to measure. The phrasing of the objectives also make it seem futuristic with the words “to” and “to be”. It also defines the purpose of McDonalds and what it’s product is, only mentioning “food” in its objectives. These objectives are also quite broad in terms of what it stands for. Whereas the strategies of McDonalds are easily measurable and also quite specific in terms of its plan of action, such as building a hospital and playgrounds in restaurants and are clearly stepping stones to achieve the objectives. E.g. Building playgrounds to serve good food in a fun environment and building hospitals to be a socially responsible company. The tactics are evidently short termed decisions and actions to temporarily boost McDonalds profit and these tactics by McDonalds are also very specific comparing to objectives and strategies. E.g. “Using celebrities to advertise their products” is more specific than “serve good food in a friendly and fun environment”. Unlike objectives and strategies, tactics set by McDonalds are all small scale and does not define the purpose of McDonalds and the reason for its existence.