XV.

Stock Performance and Technical Analysis

1. Long-term Performance Comparison

Above chart is McDonald’s 10-year stock price movement (in %) compared with
S&P500 and major two competitors – Wendy’s & Yum Brands. We can see MCD is
under performed all others. This indicates McDonald’s disappointed investor in the
past. However, it is an opportunity with enough space to increase for McDonald’s
which is always the industry’s giant. Thus, we score MCD’s long-term performance
comparison as modest negative.

2. Major Support and Resistance

47