Segmentation & Target Market Paper - Mkt/571

McDonald’s Corporation are the most successful and popular fast food brand in the world, holding the largest fast food market share and being the leading fast food restaurant chain in terms of world sales (8%). They are the second greatest outlet operator with more than 34,000 outlets, serving worldwide to 69 million customers daily, across 119 countries. Their brand is the seventh most valuable and

The Gap Inc. is a global specialty retailer that operates stores selling casual apparel and accessories for men, women, and children (Yahoo Market Guide, 2001). Under the Gap, are the Old Navy and Banana Republic brands (Yahoo Market Guide, 2001).

McDonald’s serves its purpose in the middle of nowhere because of its familiar brand name, but it’s not usually a true hamburger aficionado’s first choice. Customers have driven over ten or fifteen miles, passing several McDonald’s in order to get to that

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

The purpose of this summary is to show what was researched after completing and analyzing the results from the McDonalds Edwardsville, Il location. Most of the results showed satisfaction in our store. However, one of the five surveys taken showed a dissatisfaction in the location. This may seem alarming, being only that this individual showed dissatisfaction can mean they may not think highly of McDonald’s in the first place. Others relatively showed the same satisfaction towards the quality of service and entrées. Three out of the five individuals showed they would visit the location again. This may show they are regulars and they would still continue to come to this location, or they were completely satisfied to return again. For the two other dissatisfied customers will be an area of focus on improving this location. We will look into this as in cleanliness of the store, employee presence and helpfulness to customers. One individual who decided not to provide anymore information could have been a visiting customer who we can take into consideration. We may see regulars as not noticing the flaws in the location because they are constantly coming in and ignoring details. We also noticed cleanliness was all relatively the same through all individuals. Analyzing the results, cleanliness and customer satisfaction will be our main focus on improvements. Customers who would visit the location showed interest in returning to this location which can mean steady

McDonaldization effects all aspects of today’s society—even the venues we often overlook. Two examples of some commonly overlooked McDonaldized venues are the Kimmel Center and the Hard Rock Cafe. Both of these venues emphasize the McDonald elements of success according to George Ritzer: efficiency, Calculability, predictability, and control. (14, Ritzer). Although these places may feel like a luxurious break from the everyday fast food trip, they are not all that much different.

McDonald is recognized as one of the biggest and leading fast food chains all around the world. McDonald retains a strong market position in the worldwide food market with various branches opened in several geographical locations globally. From the perspective of customer retention, its success image is primarily upheld by its increased concentration over the strategy of sustaining its brand image in the market. Researchers contributing to the subject under discussion stated that one strategy to implement is to use operations and coordinate its policies, together with the vital factor

“Customer retention and acquisition will depend on how brand is projected through marketing strategies as consumers tend to engage in partnership with a brand” (Srivastava, 2009, p.488-489). At first, we will see an impact of the new competition, but Mcdonald’s strategy will be no different than the other competition. Our quality and branding techniques throughout the organization will pay

The extent to which McDonalds is marketed to children can be seen in the installation of playgrounds, birthday party hosting, toys with kid 's meals, Ronald McDonald the clown, and many other sly advertising techniques such as a cartoon on TV. All of these marketing techniques lure kids in at an early age. Uneducated people are more likely to eat at McDonalds at a larger scale because many times they are not informed of

McDonaldization is an epidemic infecting the United States as well as consumers all over the country. George Ritzer’s term McDonaldization means “The process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world” (Ritzer, 1993:1). McDonaldization is moving stealthily into every facet of our daily lives and affecting us more negatively than positively. Before one understands Ritzer’s coined term “McDonalidization”, one must know what McDonalds is first. McDonalds is a multi-million dollar corporation of fast-food restaurants serving consumers all around the world.

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer

McDonald's marketing targets everyone in every age,gender,races and does not have a select audience. The company claims that their restaurants offer meals for youngsters, a serene place to relax with free wi-fi for adults, and a quick delicious breakfast for those in a hurry in the morning.

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

Using the geographic segmentation approach, they have divided the market into two segments rural and urban, of which they serve the urban. Behavioral segmentation divides the market according to attitudes, they have located themselves at strategic positions and provided ambience in the restaurant to satisfy different temperaments of people. In employing psychographic segmentation, they have divided the market on the basis of lifestyle preferences. In using price segmentation, they have divided the market in lines of luxury, economy, and value.

Segmentation is important in consumer analysis because understanding the consumer will allow us segment the market more meaningfully. To get a product or service to the right person or company, a marketer would firstly segment the market, then target a single segment or series of segments, and finally position within the segment(s). Market segmentation is the basis for customer orientation and differentiation