its fried chicken. McDonald’s invests money in maintaining its brand name, whichdifferentiates it from other companies. McDonald’s usually spends huge amountof money each year on lawful security of its product name, thereby avoiding anyillegal use of it. (mcdonalds.co.uk, 2008) As the firms compete on product quality,price and marketing strategy but in this case, McDonald’s will compare on productattributes, packaging, price control, services, location, and brand name. Ineconomics, barriers to entry is a natural or legal restriction that defends acompany from potential opponents. In this market structure, it has no barriers toblock any new competitors from entering the industry in the long run. (MichaelParkin, 2012) The firms are free to enter or quit the industry as they wanted.