P5 Segmentation

There are changing societal trends in the areas where McDonald’s operate. There are changes in consumer preferences and also in some communities they culture different as compared to other areas in the market. To remain relevant in the market, they have to deal with these issues by conducting market research that will help them be knowledgeable of the needs of the market. They also need to adjust their menu to suit the needs of the consumers.

They have a very clear strategy for the pursuit of their goal and vision. The market segmentation as well as the identification of target markets is the important element of each marketing strategy at which they are the basis for determining any particular of the marketing mix, which is product, pricing, place and promotion. Market segmentation reveals the company's market segment opportunities. The company has to evaluate the various segments and decide how many and which segments it can serve the best. In evaluating different market segments, a company must consider of three factors, that is, segment size and growth, segment structural attractiveness and also company’s objectives and resources. (Armstrong & Kotler, 2005)

McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 119 countries serving 47 million customers each day. It is one of the worlds most well-known brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in every country they do business. McDonald’s marketing strategy is having friendly people serving the right product with affordable prices. McDonalds’s showcase their restaurants as clean, comfortable and welcoming, and create promotions that resonate with key consumer groups. They want to stay in tune with customer’s lifestyle.

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

This continuous study is a descriptive one, though it encompasses characteristics of the exploratory research. The study will be descriptive to the extent that it creates data structures that describe the existing characteristics of the marketing situation at McDonalds. It will collect data about customer attitudes, purchasing behavior, customer satisfaction, competition and other marketing issues that will allow the decision maker to understand consumer behavior and identify trends that might suggest changes needed in the marketing strategies.

Market segments are group of persons who share the same set of desires and wants. An institution like Adidas wants to make sure they create the appropriate segments for their new product offering. It is their marketing department's responsibility to identify the proper segments and choose the specific target (UK Essay 2015).

In this assignment I am going to evaluate the concepts and principles applied to the marketing of products by McDonalds and make recommendations.

Market segmentation is the process of dividing a market up into different groups of customers, in order to create different products to meet their specific needs. The most obvious type of segmentation is between customers who buy distinctly different products.

Historically, McDonalds focused on intensely expanding to emerging markets. The success of this was centered around the company’s business model, being franchising. Today McDonald's serves more than 69 million clients worldwide regularly and is present in 118 countries. Through this international presence in both developed and developing countries, the company aims to relieve some of the competitive pressures faced in the aggressive United States market. However, this diversification in no means shows a fundamental shift of its intention to be a pioneer in the developed countries it is present in. The company is also trying to cement its position as a market leader through aggressive advertisements, restructuring the ambience of their stores,

Market segmentation is the process of dividing the market into various segments which maybe on the basis of demographics, psychographics, behavioural or geographic factors (Philip Kotler, 2012). For instance, Britvic may break down its market into groups based on age such as children (those who are under 18) and older consumers (those who are over 50). People in one segment share similar characteristics, attitudes. In this example, the ones in the children segment may prefer flavours like strawberry, may like nice, attractive packaging than other segments like older consumers.

In the paper there will be a discussion about a fortune 500 company that is in the service industry. The company that was chosen is McDonalds’. There will be a discussion about the main line of business for McDonalds’. There will be a list of four countries that McDonalds’ operates in along with the four Ps of marketing that McDonalds operates by. Lastly there will be a discussion about the differences in the implementation of the four Ps marketing mix when it comes to different countries.

Introduction about Macdonald’s: McDonald is a standout amongst the most famous fast food eateries everywhere throughout the world with right around 46 million clients in distinctive nations. Before, McDonald 's was a standout amongst the most developing fast food chains. Presently, the fast food business sector has come to its development and in this manner it is exceptionally troublesome for a tie like McDonald s to get by in this aggressive environment. So as to survive, each association needs to

It is the division of a market into homogeneous groups of consumers, each expected to respond to a different marketing mix (Dictionary of Business). Segmentation bases on: (1) Geographic segmentation: divides customers into segments based on geographical areas such as regions, states and cities. (2) Demographic segmentation: divides customers into segments based on demographic values i.e. age, sex, occupation, and nationality. (3) Psychological segmentation: perception. (4) Cultural

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

Market segmentation was to dividing a market into distinct groups of buyers with different needs, charactistics or behaviour who might require separate products or marketing mixes, the company will first