Segmentation and Target Market

MKT/571
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
This is the new trend and eating healthier is on every American’s mind. There is major competition in the fast food industry and McDonald’s. With this in mind a penetration pricing strategy is in order. This would allow the company to introduce new and modified products at lower price than the competition. This will increase the company’s market size and come into line with its marketing objectives. The ultimate goal is to increase total revenue by increasing sales.
Positioning
McDonald’s will need to apply a new positioning strategy and recreate its image in the minds of its target consumers. This image must be of a place that offers many healthy options to the typical fast food selection. New advertising should reflect the new healthy menu options and a catchy slogan or jingle should be created to match the new message. All advertisement should include the health benefits of the new menu. This should be developed by experts in the health food field and should be reflected in the new advertisements. The new positioning will help to create a new image in the mind of consumers. The new image should reflect how different and unique the new health options are in comparison to the competition. McDonald’s should market its products to everyone and reflect that its restaurants are a place for everyone, no matter the age, race, income level, diet, and any other category. This will gain a bigger share of the fast food market and keep the