Segmentation & Target Market Paper - Mkt/571

1117 Words5 Pages
Segmentation and Target Market

August 26, 2013
Meraj Khan

Segmentation and Target Market
Target Market, Segmentation and Positioning of McDonald’s
McDonald’s is a fast food giant and is one of the best known burger chains in the world. McDonald’s builds its brand equity by listening to its customers and continually adjusting its communication and marketing methods. Because McDonald’s faces stiff competition around the world from other fast food chains it must continually adapt. This paper will show how McDonald’s is segmented in the fast food industry, its target markets, and the selection process for that target market. Developing a marketing strategy is very important and to do that it is important to understand the
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McDonald’s has transformed into a place to go relax and even be entertained. The local restaurants in Texas have been refitted with the latest in décor, and technology. Comfortable seating makes it easy to relax. Technology provides for WIFI access so that customers can access the Internet. Flat screen televisions on the wall provide entertainment in the form of live local events, whether it is sports, the arts, or a news cast. Behavioral segmentation is associated with special occasions like kids birthday parties. Local youth groups and sports team come to McDonald’s not only for the cheap prices, but also for the ease of accommodation. A McDonald’s can hold many people and caters to the younger crowds. Their menu and advertising is specifically geared toward the goal of maintaining a young customer base. Demographic segmentation is a key segment that McDonald’s tends to focus on the most. This segment includes students, kids, and families. McDonald’s as a suitable environment for students and allows them to hang out with their friends. McDonald’s is a frequent lunch destination for students and an after-school hot spot. Kids are a big focus and McDonald’s scores big with its happy meal and the free toy included. For the family unit there is ample room in the dining room for eating out in a family environment, and there is always the drive-thru for when the family wants to take home a meal. To keep ahead
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