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Market Segmentation of McDonalds Corporation - Research Paper Example

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The author of the current paper "Market Segmentation of McDonald’s Corporation" will explain why segmentation is the idea of targeting the homogeneous components of a heterogeneous market rather than the market as a whole. The paper explains the importance of market segmentation…
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Market Segmentation of McDonalds Corporation
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Download file to see previous pages With the segmentation of the market, the marketer can distinguish which marketing mix will be more appealing for a particular group of consumers. Market analysts argue that this process helps in developing effective strategic planning. Segmentation helps utilize necessary resources and power. The paper will conduct a detailed analysis of segmentation, targeting and positioning model of McDonald’s. McDonald’s is a company that understands its target customers. From this understanding, the company has been able to communicate itself to the consumer market. This is the reason McDonald’s is the world’s largest fast feeder (Monger, 2013).
McDonald’s has more than 30,000 restaurants worldwide. It grew quickly to become the biggest fast-feeder outlet in the world. According to statistics, McDonald’s serves almost 47 million customers each day (Monger, 2013). With this large customer base, the company racks up sales of over 50 billion dollars annually.
In the 1960s, McDonald’s rode the baby-boomer trend. The company offered inexpensive menus, thereby attracting many customers. During the 1970s and the 1980s, the company was an influence on globalization. It transferred the American way of life to many countries around the world. In addition, McDonald’s franchised to locals, therefore adopting the social context of each country (Lassar, 2009).
In the 1990s and 2000s, McDonald’s transformed its corporate image. Its management launched the ‘Fast and Convenient’ campaign. The campaign saw radical adjustments of the company’s product portfolio to emerging food trends. The company wanted to transform its restaurants into a banded, updated, and which promotes a more natural dining environment (Monger, 2013).
During the campaign, the ‘fast’ and ‘convenient’ elements were supplemented by ‘healthy’ and ‘more natural element’ (Monger, 2013). ...Download file to see next pages Read More
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