McDonalds in the early Kroc years. What was the value proposition offered by McDonalds? What brought customers (repeatedly) in the door? What did the SWOT analysis look like at this time? McDonalds in the Skinner years (c, 2003) Had the value proposition changed? How does a SWOT analysis look different? What do those changes suggest about the need to adapt? McDonalds (2017) How does a SWOT analysis look different? What do those changes suggest about the needing to constantly challenge your value propositions for your targeted markets?