... firm lacks effectiveness in both categories. Thus these should be given priority in operational and promotional activities. To set up a health conscious image, a poultry product along with a "related" and effective name as in the example of Hardee's Lean 1 should be introduced. Further this image should be backed and promoted with activities like nutrition guides of Burger King or pure olive ... gifts. In terms of product diversification point, diving into the non-burger sector directly (i.e. with Mcpizza) should be avoided. Rather, a strategic alliance with a reputable company (Domino'...

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