FratFiles

• Save Paper

Executive Summary
The goal of this marketing audit is to outline the advertising and marketing strategies that McDonald's Corporation has employed in recent years for the McRib sandwich and to make recommendations about future marketing and promotional plans for the promotional sandwich.
The McRib was introduced in 1981 as an alternative to the common hamburgers and fries on the McDonald's menu in an effort to maintain the interest of those customers who were becoming bored with the basic offerings of the McDonald's chain. The sandwich began to lose popularity and was removed from the core menu several years later. Subsequently, the McRib has been offered as a promotional sandwich in select markets in the United States but has remained a core offering in some European countries. (McDonald's, 2006)
The limited offering has resulted in a cult-like following that is very loyal to the sandwich which makes the McRib the most profitable limited-time-offer sandwich for McDonalds.......

View the rest of this paper...

Approximate Word Count: 5127
Approximate Pages: 21 (250 words per double-spaced page)

Similar Essays

1. Mcrib, The Boneless Pig Salvation
   

   McRib, The Boneless Pig Salvation. Executive Summary The goal of this
   marketing audit is to outline the advertising and marketing ...