The second is about the name recognition. Everywhere, millions of people are familiar with the Golden Arches that are on top of every McDonalds restaurants. McDonalds should use this advantage to gain more attraction from customers. It does not mean that this company should become involved into many areas of the food industry. In fact, soft drink and fast food bring large profit for McDonalds. However, if keep involving in other areas, it would increase the potential for liability to the company because of many intensity competitors. McDonalds has built the McDonald Hotel in Zurich, Switzerland. Needless to say it is a very unique hotel. A lot of customers in other countries want McDonald open the same hotel in their countries. As a result, McDonalds should care about this chance more than developing new kind of food business which the company is not sure about this success. In addition, aside from exploiting brand name, company can exploit its sources of food and drink in McDonald’s fast-food restaurants for the hotel, as well as service skills of employeeswhile allowing McDonalds to maintain its market share globally.