Lisa Aham Case Summary

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Lisa Aham’s current strategy regarding senior citizens is using target marketing based on the type of customers that frequent the location. Although Aham would also like to focus on attracting “younger customers,” the niche that the city has naturally created would be suited for the franchise if she focused on the seniors as well as continue to satisfy other customers that happen to stop by. The marketing mix would be the McDonald’s location easily accessible to the senior community (place), McDonald’s fast food (product), and $1.99 breakfast with free coffee refills (price and promotion). Also, Aham has a marketing orientation rather than production orientation due to the development of close relationships with the senior citizens and customer

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