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C/M/2366. Marketing plan for the launch of McDonalds new Product: the McRice

WORDS:
3000
DATE:
2011
PRICE:
39.99 GBP

This paper presents a marketing plan for the launch of McRice, a new product from McDonalds. The paper begins by detailing their corporate objectives, and provides an overview of the fast food industry. The paper carries out an internal audit, and uses the SWOT tool and the market mix framework. This is followed by a Porter’s Five Forces and PESTLE analysis. The product offering of the McRice is assessed, along with the timeline of the development. Celebrity endorsement and the use of social media is evaluated. The paper looks at marketing communications, interactive advertising, and traditional media channels before conclusions are made.

 

KEYWORDS: Marketing plan, new product development, McDonalds, McRice, corporate objectives, fast food industry, SWOT, Porters five forces, PESTLE, product offering, celebrity endorsement, social media, marketing communications, interactive advertising, media channels,

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Other Papers On: New product development
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