When given a choice, customers are loyal to **Mcdonalds **. Instead of targeting all customers, **Mcdonalds ** only needs to target new customers in order to grow their business… … "Customer Loyalty (Mcdonalds )" has a significant impact, so an analyst should put more weight into it. This statement will lead to an increase in profits for this entity. "Customer Loyalty (Mcdonalds )" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.