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Case
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Reference no. UVA-M-0687
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 12.2004
Length: 13 pages
Topics: Price war; Pricing
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Abstract

McDonald''s executives announce plans to launch a dollar menu in the fall of 2002. Students must evaluate the potential impact of this menu on restaurant revenues and the sales of McDonald''s Value Meals.
Teaching note
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Reference no. UVA-M-0687TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2004
Length: 10 pages
View full details

About

Abstract

McDonald''s executives announce plans to launch a dollar menu in the fall of 2002. Students must evaluate the potential impact of this menu on restaurant revenues and the sales of McDonald''s Value Meals.

Related

Teaching note
-
Reference no. UVA-M-0687TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2004
Length: 10 pages
View full details