McDonald’s McChicken marketing strategy

Use diversification strategy to evaluate the market opportunity for the McDonald’s McChicken sandwich. I
will upload a helper document to assist with the writing of the paper. All info can be used.
Details of paper:
Quotes must be minimized to 1 per page and long quotes (40 words or more requiring special block
formatting) avoided altogether. Outside sources to be cited include scholarly marketing journals, practitioner
publications, and the course textbook.
The paper will include the following sections:
A brief history of the product/service and company. This has to be a specific product or service. For
example, if you plan on presenting a shoe from Under Armour you will present the actual model e.g. ‘Curry
7.’
Marketing strategy recommendation – focus on one of the marketing mix (4P’s) items that you will change,
modify, etc. to improve, extend, or end the product. Key items to discuss with your recommendation
includes improving revenues, profits, etc.
A thorough Situational Analysis or PESTLE Analysis specifically regarding the product and recommendation
being proposed.
Provide at least two recent or relevant examples to support your recommendation through peer-reviewed or
practitioner publications.
Provide a detailed profit-and-loss analysis that includes a return-on-investment summary of your proposal.
Include at least one contingency plan if your recommendation goes south.