Marketing - Examination - Take Home

The in-class portion of the exam will be the same as examination #1. Please refer to the course schedule for the topics and materials that will be covered in the next examination.

Take Home Essay - Instructions

Please answer the question in a comprehensive way at the graduate level using applied examples to illustrate your key points. Please be sure to cite reference materials where appropriate. No minimum or maximum page numbers, but a typical paper is about 8 pages w/charts and tables.

Please submit a hardcopy in class ANDan electronic copyto the BB dropboxby 7pm on the evening of the in-class examination. Please check the data for the in-class portion of the exam.

Take Home Essay Questions

Next, imagine you are the VP of Marketing for McDonald's and you need to pick a target market and a brand positioning for a new breakfast sandwich (you can define the sandwich as you see fit). Background information on McDonalds is attached (included as a link at BB).

Part 1: Targeting:

1) Determine the "best" target market for the new breakfast sandwich.

2) Describe why you selected this target market (for guidance, use the criteria from the Fashion Channel case study, or the criteria offered on page 213 in the text and in lecture notes).

3) Do research on your target market and offer a descriptive profile of your target market.

4) What do you think will be the financial return of your breakfast sandwich if it is offered/advertised to your target market? Explain.

Please refer to The Fashion Channel case study for information how to present your target marketing information. Also refer and cite relevant learnings from text and lecture, and from outside sources.

Part 2.

1) Develop a positioning map for your breakfast sandwich across two dimensions (of your choice) and three major competitor breakfast sandwiches (your choice).

2) Describe your positioning map.

3) Developa positioning statement that would appeal directly to your chosen target and explain why you choose this statement (remember to frame your positioning statement in the way it is described in text and lectures).

Careful to not confusion product differentiation and brand positioning. This is a brand positioning exercise. Refer and cite text, lecture and outside sources.

Attachment:- McDonald’s Case Study.rar