In addition, McDonald’s strength as I told above is that introduction to new production. Company should focus on this strength to develop stronger. However, the company seems not diversify its products regularly while competitors are stronger and have new products gradually. Because of this reason, McDonalds should spend more money on Research and Development to create new products and services as well as increase the efficiency of operations. First, one thing McDonald should focus on is that the play place for kids. McDonalds has play place but not in every restaurants. If you eat in McDonald’s restaurant, you can be free to party while your children play at the place for kids. Customers love this service. Thus, if it is popularized in all restaurant of company, customers will be more satisfy and of course they want to comeback regularly. Moreover, toys have to be cared much more with many new interesting toys as well as safety. Jolly Bee is one brand which applies this strategy very successful. McDonalds can learn from Jolly Bee developing this service to improve its market position. Next, even if the company’s menu is still relatively inexpensive compare to that of its competitors, it is not totally enough. Because apart from price, customers also make decision rely on menu. After bring a fresh menu with tuna sandwich and salad in some restaurants, especially in Britain and get support from a lot of customers, there is no new one like that. McDonalds focus too much on cheese,beef or chicken menu, more than vegetable. For instance, McDonalds has fruit slice in menu. However, it is served once a week. In the recent time, with the change in eating habit of a large part of customers, McDonalds also should change. Company should bring new vegetarian products to restaurant’s menu. An organic menu is very necessary. This would give customers an alternative while allowing McDonalds to maintain its market share globally.