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Case
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Reference no. 9B02A021
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2004-02-20
Length: 12 pages
Data source: Published sources
Topics: Brand extension; Brand management; Market analysis
Share a link: https://casecent.re/p/14591
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Abstract

McDonald''s, one of the world''s strongest and most recognizable brands, intends to extend its ''world''s best quick service restaurant experience'' brand into the hotel industry by launching a hotel in Illinois. An industry observer examines the hotel venture''s positioning options and the McDonald''s brand extension into a different product class.
Location:
United States
Industry:
Eating and drinking places
Size:
Large
Other setting(s):
2002
Teaching note
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Reference no. 8B02A21
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-12-06
Length: 8 pages
Data source: Published sources
View full details

About

Abstract

McDonald''s, one of the world''s strongest and most recognizable brands, intends to extend its ''world''s best quick service restaurant experience'' brand into the hotel industry by launching a hotel in Illinois. An industry observer examines the hotel venture''s positioning options and the McDonald''s brand extension into a different product class.

Settings

Location:
United States
Industry:
Eating and drinking places
Size:
Large
Other setting(s):
2002

Related

Teaching note
-
Reference no. 8B02A21
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-12-06
Length: 8 pages
Data source: Published sources
View full details