Malaysia Mc Donald's Business Objective

3620 Words Feb 23rd, 2013 15 Pages
5.0 Market Analysis
5.1 Market Trends

Fast food culture has become a way of life or trend in the world. Malaysian adults eat at take-away restaurants around 98 percent. Philippine, Taiwan and Malaysia have the highest percentage of fast food restaurant consumers in the world compare to America which count 97 percent (ACNielsen, 2005). This is due to the busy life styles and ease of access of variety of fast food restaurant. Consumers have been spending less of their budgets on the grocery store while more and more of their food money is ending up in cash registers at the restaurants and fast food outlets (Kara, et. Al., 1999). Around 59% of Malaysian eating takes away every week. Even the state of one's health has become primary concerns
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This will induce the customers to dial McDonald's call center and order foods. The word of mouth will spread when the customers feel satisfied with McDonalds's fast foods. they will spread the word of mouth to their relative and friends.
6.2 Personal factors
6.2.1 Age

McDonalds target market is the dual income families who have no time to prepare for their foods for their children, the workers who are having their lunch, and teenagers. The global target market fast-food industry account for 79 percent is at age 17-25 (Schroder & McEachern, 2005).
6.2.2 Income, Education and Occupation

These criteria used by marketers to measure ability of consumers' spending. The salary earning, is related to what job the consumer holds, which is in turn rated by the level and quality of his or her received education. McDonald target consumers are upper-middle and lower income consumers. The Mac value offered by McDonalds will attract lower class consumer as long as upper-middle class consumers. McDonald RM5.95 lunch meal has boosted the products as it is attractive to upper-middle and even lower class customers (Business Times, 2009).
6.3 Social Factors
6.3.1 Family Life Cycle

Most families pass through the progression of family life cycle which is generally start from young singles, young married, parenthood, post-parenthood, and dissolution (Schiffman et. al., 2008). Different family unit seek different types of food. McDonald offer
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