Week 5 - Hybrid

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Algonquin College *

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MKT2207

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Marketing

Date

Feb 20, 2024

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docx

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2

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Week 5 Hybrid Assignment for MKT2260 Read chapter 5 and answer the following questions. Based on the McDonald’s mini case at the bottom of page 88 in your text, identify the market opportunity and write the following objectives (ensure they are SMART – specific, measureable, attainable, realistic and time-bound). 1. State the market opportunity for McDonald’s as outlined in the mini case on page 88 in your text. – 2 marks 2. Write a SMART marketing (financial) objective – 2 marks - This objective provides direction to McDonald’s entire marketing organization and must be consistent with the above stated (1) market opportunity. 3. Write a product objective in support of your marketing objective – 2 marks. - This objective provides direction to McDonald’s product management and product development organization and must be consistent with the marketing (financial) objective. - A product objective directs product strategy by clearly articulating what you need to do with your brand and product portfolio to achieve the stated market opportunity. 4. Write a pricing objective in support of your marketing objective - 2 marks. - This objective provides direction to McDonald’s product management organization and must be consistent with the marketing (financial) objective and other P objectives. - A pricing objective directs pricing strategy by clearly articulating what you need to do with your price(s) to achieve the stated market opportunity. 5. Write an IMC objective in support of your marketing objective – 2 marks. - This objective provides direction to McDonald’s communications department and must be consistent with the marketing (financial) objective and other P objectives. - An IMC objective directs IMC strategy by clearly articulating what you need to do with IMC to achieve the stated market opportunity. 6. Write a distribution objective in support of your marketing objective – 2 marks.
- This objective provides direction to McDonald’s distribution channel organization and must be consistent with the marketing (financial) objective and other P objectives. - A distribution objective directs distribution strategy by clearly articulating what you need to do with distribution to achieve the stated market opportunity.
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