Using their annual reports and/or 10k filings ( www.annualreports.com , EDGAR at http://www.gov/edgar.

Using their annual reports and/or 10k filings (www.annualreports.com, EDGAR at http://www.sec.gov/edgar.shtml), the technology press, the business press (mostly archives of the WSJ, Business Week, Fortune, Forbes, etc.), company web sites, and whatever else you find useful report on the following.

Question -

You are the new CMO of McDonald's. Steve Easterbrook, CEO, walks in and tells you that the sales of quarter pounders have been declining. He wants you to reanalyze the marketing of this sandwich and make recommendations.

He walks out and you make the following notes on your note pad:

a) What would be the pros and cons of changing the product?

b) What would happen if McDonalds's lowered the price?

c) What promotions for the quarter pounder might improve sales and profits?

d) What specific methods could I use to determine if McDonalds should cancel the quarter pounder and introduce an entirely new sandwich? What are the risks of this strategy?

Briefly answer a through d.