You provide an operational marketing plan for a Product Market Combination (PMC) about Mcdonalds. In your module assignment you work out the following steps / sub-assignments that are derived from the general learning objectives, in the order in which they are mentioned: 1. Indicate how the chosen target group arrived on the basis of a relevant market segmentation; 2. Formulate the marketing challenge (also known as marketing issue or marketing problem); the challenge must ask for the deployment of multiple P’s; 3. Make the current and desired positioning visible in a positioning matrix; 4. Determine the SMART-formulated marketing objective. This is derived from the marketing challenge and the desired positioning. The following applies: if the marketing objective is realized, the marketing challenge has been resolved; 5. Determine the SMART-formulated objectives per P (ie per marketing tool). These objectives are derived from the marketing objective; 6. Work out the P’s in a concrete activity plan per instrument. Make it plausible that these activities will lead to the realization of the relevant instrument objective; 7. Make a time schedule and a cost estimate for these activities.