Segmentation target market paper mkt 571 article

McDonald’s is a fast food big and is one of the best known hamburger chains in the world. McDonald’s forms its manufacturer equity by simply listening to the customers and continually modifying its connection and marketing methods. Because McDonald’s faces stiff competition around the world from other fast food chains it must continually adapt. This newspaper will show how McDonald’s is usually segmented inside the fast food industry, its focus on markets, and the selection process for your target market.

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Making a marketing strategy is very important and to accomplish that it is important to comprehend the company’s goal customers. As soon as the customer base can be understood, conversation to that customer base is easier. This kind of also means marketing to the consumer base in the most effective way conceivable. McDonald’s segmented its products simply by psychographic, behavioral, and market characteristics. Goods are geared towards children, college students, families, and business-people. The immense size of these market segments is the reason why McDonald’s objectives them, as well as the growth level projections come into play as well.

These types of segments are likely to generate massive profit margins. Market Segmentation

Market segmentation is a dividing of the one marketplace into smaller sized market segments. The reason this really is done should be to make that easier to address the needs of smaller groups of customers. This in turn allows McDonald’s to sell different items, according with each groups consuming habits. A segment commonly represents a group of people who have similar characteristics. These types of characteristics incorporate gender, region, age, way of life, income level, and many others. McDonald’s uses a segmentation program that takes into account 3 different qualities.

Psychographic segmentation is connected with convenience and lifestyle. In

the usa that can transform by location, state, or perhaps at the town level. As an example in the Southwest McDonald’s promotes barbeque casse-cro?te and toast southern design sandwiches. McDonald’s has changed into a place to look relax and even be interested. The local eating places in Texas have been remade, remodeled, renovated with the newest in décor, and technology. Comfortable with capacity of makes it easy to relax. Technology provides for WIFI access so that customers can get the Internet. Level screen tv sets on the wall membrane provide entertainment in the form of live local situations, whether it is athletics, the arts, or possibly a news players.

Behavioral segmentation is connected with special occasions just like kids birthday parties. Community youth groupings and sporting activities team arrive to McDonald’s not only pertaining to the low-cost prices, but in addition for the ease of hotel. A McDonald’s can hold various people and caters to the younger crowds. Their very own menu and advertising is usually specifically goaled at the goal of keeping a young customer base.

Demographic segmentation is a key segment that McDonald’s will focus on the most. This section includes college students, kids, and families. McDonald’s as a appropriate environment for young students and allows them to go out with their good friends. McDonald’s can be described as frequent lunch destination for students and an after-school spot. Kids can be a big target and McDonald’s scores big with its completely happy meal plus the free gadget included. For the family unit there exists ample space in the dining room for eating out in a family environment, and there is always the drive-thru for when the friends and family wants to take home a meal.

To hold ahead of the competition McDonald’s will need to develop and market new items, as-well-as altered products that have low fat and low lipid disorders. This is the fresh trend and eating better is on every American’s mind. There is significant competition in the fast food market and McDonald’s. With this in mind a penetration pricing strategy is at order. This may allow the firm to present new and modified items at cheap than the competition. This will boost the company’s market size and come into collection with its promoting objectives. The greatest goal is to increase total revenue simply by increasing product sales. Positioning

McDonald’s will need to apply a new placing strategy and recreate the image for its target consumers. This kind of image should be of a place that offers various healthy choices to the common fast food selection. New advertising and marketing should reveal the new healthier menu choices and a catchy motto or ring should be designed to match the newest message. All advertisement ought to include the health great things about the new menu. This should become developed by professionals in the wellness food discipline and should become reflected in the new adverts. The new setting will help to make a new graphic in the head of consumers. The modern image should reflect how different and unique the newest health choices are in comparison to the competition. McDonald’s should industry its products to everyone and reflect that its restaurants are a place for everyone, regardless of the age, contest, income level, diet, and any other category. This will gain a bigger discuss of the junk food market and maintain the company above as the country’s most identifiable fast food string. Meeting the needs of the targeted consumers is a key to McDonald’s long lasting business desired goals. Customers go to the restaurant to get a variety of factors. Teenagers will be attracted to the worthiness menu, which can be affordable and in addition because of the Internet access that is available. The company customer visits the cafe during the day for lunch to get quick assistance, good tasting food, and available drive-thru. Children wish to eat on the restaurant since it is a fun spot to eat, the treats menu, and the cheerful meals naturally. Parents like McDonald’s for its affordability and the variety of children’s menu alternatives.

McDonald’s must also focus on delivery time of the food. They are pretty quick but as technology enhances, equipment needs to be upgraded. This kind of keeps costs low as fewer staff would be required to run the restaurant, which translates into keeping costs pertaining to the consumer low as well. This kind of equipment as well speeds up the time it takes to get ready the food.

Going to the target market for McDonald’s it is necessary to produce a marketing strategy while using desire desired goals in mind and implement that plan to their fullest. Appropriate advertising and communication from the customer is important. McDonald’s is a huge market innovator for many years inside the fast

food industry. To maintain this kind of leadership position it must constantly adapt and evolve in order to meet current trends and make the customer base completely happy. McDonald’s set the standards for the remainder of the industry, and this trend will continue for the foreseeable future.


Marketing at McDonald’s. Retrieved September 21, 2013, from

www.aboutmcdonalds.com/MCD/our_company/mission_and_values.html McDonald’s positioning. Retrieved August twenty-two, 2013, from



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