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Write  a 1,050- to 1,400-word paper in which you research two companies and do the following: McDonalds and Apple Inc. 

  • Evaluate the internal and external environments of each company using an environmental scan.
  • Analyze the competitive advantage of each company
  • Evaluate the strategies each company uses to create value and gain competitive advantage.
  • Examine the measurement guidelines each company uses to verify its strategic effectiveness.
  • Evaluate the effectiveness of the measurement guidelines that each company uses.