Marketing plays a vital role in the success of McDonald's new healthy fish sandwich. "Rather, they are part of a larger process- called marketing that provides needed direction for production and helps make sure that the right goods and services are produced and find their way to consumers" (McCarthy & Perreault 2004 p.5). In developing a marketing strategy, the target market and the marketing mix are essential in the production of the fish sandwich. The strategy must incorporate the product, a place, promotion, and price that consumers feel is appropriate for the value they are receiving. The target market will be directed towards health conscious consumers that want something that's low in calories but tastes good. While the target market will not be as large of a market as McDonalds other products, it has the possibility of becoming a staple on McDonalds menu. This is because McDonalds has captured a huge share of the hamburger market and consumers relate hamburgers with McDonalds. Since consumers are loyal to McDonalds, offering an alternative to hamburgers and chicken McNuggets will satisfy the family members and or friends that are looking to eat and spend their money on something that will not offend their conscious. This has a promising forecast because with today's issue with obesity, people want choices and alternatives that are good for them.
The marketing mix must control the variables that is directed towards McDonalds hamburger market. People go to McDonalds to eat hamburgers, so promotion of the fish sandwich is the most important aspect of the marketing mix. Not only does it need to taste good but it must be promoted in a way that consumers acknowledge the existence of the new product in light of the hamburgers and chicken McNuggets. Therefore, marketing will play an extremely important role in the development and success of McDonalds new healthy fish sandwich!