I've been using those add-your-own-chicken meals lately. The sides come out great but the chicken sucks. The only good baked chicken recipe I have is for Chicken Divan. Besides that, it tastes better when I fry it.
And I'm talking about chicken breasts. When I do a whole chicken I don't have these problems.
Try marinating the chicken before you cook it. I marinate mine for a full day.
While it's baking, baste the chicken, too.