External Secondary Research.

Assignment Details

Scenario:

As a marketing researcher working for the McDonalds© Corporation, you are tasked with performing secondary marketing research to inform a brief proposal that introduces a new product concept that can be added to the menu. Preparation for executing this task will mean that you conduct secondary marketing research to learn the types of food that McDonald’s does and does not carry.

Do some brainstorming. Given your knowledge of what McDonald’s currently offers and your knowledge of other foods that they COULD be carrying, think up two or three possible products that you believe would be a possible good addition to the McDonald’s menu.

Additional Assignment Requirements:

Write a 2-3 page persuasive essay in APA Style format. Be sure to use complete sentences, and provide specific examples when applicable. Please, check for correct spelling, grammar, punctuation, mechanics, and language usage.

Include the following information in the essay:

A. Provide two or three initial ideas for new products that McDonald’s can include on the menu.

B. Find two articles or other references on the Internet from credible sources that provide some information on whether the product might be successful. For instance, if you decide that McDonald’s should offer French cuisine on their menu, you would try to find an article that provides information on how US consumers have increased their consumption of French cuisine over the past three years.

C. For each article: Provide a brief explanation of how each supports one or all of the possible products you have selected for candidates to be placed on McDonald’s current menu.

D. Provide a very brief summary of the two articles you found. The summary should be approximately one paragraph for each article.

Continued...

Assignment Details

E. Provide a reference list for the articles you have found in APA format.

For additional requirements in relation to this assignment, see the grading rubric below.

Further Assignment Details/Requirements:

-APA citation

-Compose your Assignment as a Microsoft® Word® document

-Double-spaced

-Font: Times New Roman

-Font size: 12

Example Grading Rubric assignment requirements below. Please see before starting assignment:

Grading Rubric:

Percent

Possible Score For This

Assignment: 100

Content, Focus, Use of Text/Outside Sources (60%) Percent

Possible Points

Create 2-3 new product ideas

20%

8

20%

8

20%

8

60%

24

Article 1 research support for product ideas

Article 2 research support for product ideas

Analysis and Critical Thinking (30%) Analyzes in addition to providing facts Analysis is well thought out

7.5%

3

7.5%

3

7.5%

3

7.5%

3

30%

12

Flow of answers is logical

Considers different positions on the issues

Title page and Reference page

10%

4

100%

40

0

Gross Assignment

Score:

Less: Late Penalty (Per Policy)