| Description |
1 online resource : illustrations |
| Series |
SAGE Business Cases |
|
SAGE Business Cases
|
| Summary |
This case study focuses on the breakfast advertising battle between McDonald's and Taco Bell. Fast food chains have steered their focus toward the attractive breakfast market to maximize sales in every possible day part. Although it is not very common, it is not new to attack competitors through marketing campaigns. Taco Bell did exactly that to promote their new breakfast menu in March 2014 by using Ronald McDonald's name. McDonald's immediately responded using a creative advertisement. The case illustrates how competitive and combative advertisements can have a positive or negative impact. Several examples of advertising are provided to help in understanding the theoretical underpinnings |
| Notes |
Originally Published InRamasubramanian, K., Khan, M., & Pham, V. (2016). Who is losing the breakfast battle? A case study of McDonald's and Taco Bell. Journal of Hospitality & Tourism Cases, 5(1), 58-73 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Taco Bell (Firm) -- Marketing -- Case studies
|
|
McDonald's Corporation -- Marketing -- Case studies
|
| SUBJECT |
McDonald's Corporation. fast (OCoLC)fst00510214 |
|
Taco Bell (Firm) fast (OCoLC)fst00551906 |
| Subject |
Fast food restaurants -- Marketing -- Case studies
|
|
Breakfasts -- Marketing -- Case studies
|
|
Fast food restaurants -- Marketing.
|
|
Marketing.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Khan, Mahmood A., author
|
|
Pham, Victoria, author
|
| ISBN |
9781529713008 |
|
1529713005 |
|
