In its mission statement, McDonald’s includes details about its market position, as shown in the “favorite place and way to eat & drink” component. Also, the human resource management approach is highlighted in the “great place for our people to work” component. In addition, McDonald’s mission statement covers its corporate social responsibility position in the “positive presence in your community” part. The rest of the mission statement indicates McDonald’s brand image and the character of its products. A strategic objective based on this mission statement is global brand development to strengthen the company’s ability to attract customers and investors. A related financial objective based on McDonald’s mission statement is cost minimization to optimize value.