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2. Table of Contents
Part One: Introduction and Overall Framework of the Research............................................................4
Introduction...................................................................................................................................5
Topic Selection and reasonsfor its selection.....................................................................................5
Company selection and reasons for its selection...............................................................................6
Aim of the Research Report.............................................................................................................6
Research Objectives............................................................................Error! Bookmark not defined.
Research Questions ............................................................................Error! Bookmark not defined.
Research Approach.............................................................................Error! Bookmark not defined.
Part Two: Data Sources and Business andAccounting Techniques.............Error! Bookmark not defined.
Sources of information for research work.............................................Error! Bookmark not defined.
Annual Reports:..............................................................................Error! Bookmark not defined.
Online libraries and Websites:..........................................................Error! Bookmark not defined.
Books andAcademic Journals:..........................................................Error! Bookmark not defined.
Limitations faced in information gathering...........................................Error! Bookmark not defined.
Company’s Websites and Annual Reports.........................................Error! Bookmark not defined.
Web Search and Books/Academic Journals.......................................Error! Bookmark not defined.
Ethical issuesfacedin accessinginformation........................................Error! Bookmark not defined.
Accounting and Business techniques used............................................Error! Bookmark not defined.
Financial Techniques - Ratio Analysis................................................Error! Bookmark not defined.
Limitations of Ratio Analysis.............................................................Error! Bookmark not defined.
Business Analysis Models ....................................................................Error! Bookmark not defined.
SWOT Analysis ................................................................................Error! Bookmark not defined.
Limitations of SWOT Model .............................................................Error! Bookmark not defined.
PESTEL Analysis Model.....................................................................Error! Bookmark not defined.
Limitations of PESTEL Analysis..........................................................Error! Bookmark not defined.
Financial Analysis....................................................................................Error! Bookmark not defined.
Description of Business:..........................................................................Error! Bookmark not defined.
Revenue Analysis................................................................................Error! Bookmark not defined.
Liquidity Ratios...................................................................................Error! Bookmark not defined.
Current Ratio ..................................................................................Error! Bookmark not defined.
Quick Ratio.....................................................................................Error! Bookmark not defined.

3. Turnover ratios...................................................................................Error! Bookmark not defined.
Inventory Processing Period.............................................................Error! Bookmark not defined.
Assets Turnover Ratio......................................................................Error! Bookmark not defined.
Profitability Ratios ..............................................................................Error! Bookmark not defined.
Gross Profit Margin .........................................................................Error! Bookmark not defined.
Net Profit Margin ............................................................................Error! Bookmark not defined.
ROE................................................................................................Error! Bookmark not defined.
Long Term Solvency Ratios..................................................................Error! Bookmark not defined.
Debt to Equity Ratio ........................................................................Error! Bookmark not defined.
Interest coverage ratio ....................................................................Error! Bookmark not defined.
Business Context Analysis .......................................................................Error! Bookmark not defined.
SWOT Analysis....................................................................................Error! Bookmark not defined.
Strengths........................................................................................Error! Bookmark not defined.
Weaknesses....................................................................................Error! Bookmark not defined.
Opportunities..................................................................................Error! Bookmark not defined.
Threats...........................................................................................Error! Bookmark not defined.
PESTEL Analysis...................................................................................Error! Bookmark not defined.
Political Factors...............................................................................Error! Bookmark not defined.
Economic Factors............................................................................Error! Bookmark not defined.
Social Factors..................................................................................Error! Bookmark not defined.
Technological Factors......................................................................Error! Bookmark not defined.
Legal Factors...................................................................................Error! Bookmark not defined.
Environmental Factors.....................................................................Error! Bookmark not defined.
Conclusion and Recommendations..........................................................Error! Bookmark not defined.

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favorite Topic-8. Offering different packages to suit your convenience and money back
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5. Part One: Introduction and Overall Framework of the Research
Introduction
It is necessary to carry out a critical analysis of overall performance of an organization, so that
all the stakeholders may have a clear idea about future standing of the company. Two important
methods of accessing an organization for business analysis are (1) Financial performance and (2)
Business Evaluation. Evaluating financial performance of an organization tells about the
financial position of the organization whereas Business evaluation studies the business
environments in which the organization is operating. For a comprehensive analysis of any
organization it is very vital that the organization be accessed not only for its financial
performance but in business context as well. This because of the reason that financial
performance and business context of an organization are interlinked to each other and effects of
any positive or negative change in the business context can be felt in the financial performance
of the organization. Thus only a combination of both the techniques will help lead us to carrying
out a comprehensive and meaningful analysis of an organization. Users of financial statements
can be categorized as internal users and external users. All stakeholders internal to the
organization can be termed as ‘internal users’ of the financial statements i.e. employees,
managers at all tiers and equity holders etc. (Abel, et. al., 1996). Internal users have a key
function to perform; manage and regulate the organization towards achieving its strategic goals.
On the other hand, customers, suppliers and creditors, being external to the organization, are
included in ‘external users’ of financial statements (Aboody and Lev, 1998). This research report
will make an endeavor to analyze my selected organization from the perspective of both internal
and external users of financial statements.
Topic Selection and reasons for its selection
For undertaking this research project I selected topic eight i.e. “An Analysis and Evaluation of
Business and financial performance of an organization over three recent years”. This is an
interesting topic to select because it is evaluation of not just financial performance but evaluation
of business performance as well which thus makes it wholesome and a complete package in
itself. This was the topic which caught my eyes when I was going through the list of twenty
topics provided by the University. I have always had an inclination towards the subjects of

6. financial management/accounting and financial analysis. So it was very natural for me to select
topic 8 for my research and analysis project. I felt as if I will truly be able to deploy the
knowledge and understanding of subject matter I gained during the course of my studies.
Company selection and reasons for its selection
It seems as if there is no stopping to the growth of ‘Fast food’ industry which is ever increasing.
Due to rapid technological advancements there has been a tremendous change not just in taste
but also in the way fast food industry traditionally use to carry out their business operations.
Businesses which adapted to this rapid and dynamically changing business environment
managed to seize a competitive advantage in the face of competition and flourished whereas
those businesses which could not keep up the pace with this rapidly changing business
environment now even cease to exist. McDonald’s is one among those who saw it coming and
thus adopted its procedures to new technologies which resulted in company’s growth and
increasing market share.
McDonald’s is a fast food chain with its origin in United States of America. It has many
franchises in US and other countries of the world being operative in 117 countries with over
35000 restaurants all over the world (Datamonitor, 2013). Though it offers a wide range of
products to its customers however, its four most famous fast food items are (1) Cheeseburger (2)
hamburger (3) French Fries and (4) McNuggets, not to mention my personal favorite
McDonald’s Apple Pie desserts (Morningstar, 2013).
Such a large outfit was though challenging to analyze but then I wanted to select as dynamic an
organization as McDonalds which should also help me in my studies and future career pursuits
as well. Analyzing the financial and business performance of McDonalds would not have been
completed if it was not benchmarked against its closest competitor which led me to select Burger
King Worldwide (BKW) being the closest rival to McDonalds.
Aim of the Research Report