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Mcdonald'S: The Arch Deluxe Launch


Mark E. Parry


University of Missouri at Kansas City - Department of Organizational Leadership/Marketing

Yoshinobu Sato


affiliation not provided to SSRN

UVA-M-0503

Abstract:     
Students evaluate McDonald's new Arch Deluxe hamburger, targeted to adults, including the launch program and the underlying marketing strategy in light of the company's skills, resources, and brand position.

Number of Pages in PDF File: 15

Keywords: brand management, entrepreneurship, market segmentation, marketing strategy, product positioning, service industries, management of, Alternative Business Issue or Setting

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Date posted: October 21, 2008  

Suggested Citation

Parry, Mark E. and Sato, Yoshinobu, Mcdonald'S: The Arch Deluxe Launch. Darden Case No. UVA-M-0503. Available at SSRN: http://ssrn.com/abstract=910069

Contact Information

Mark Parry (Contact Author)
University of Missouri at Kansas City - Department of Organizational Leadership/Marketing ( email )
5110 Cherry St.
Kansas City, MO 64110
United States
Yoshinobu Sato
affiliation not provided to SSRN
No Address Available
Feedback to SSRN (Beta)


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