Dudovskiy claims that McDonalds uses these segmentations and segmentation criteria: Demographical; age, gender, life-cycle stage, income, occupation Behavioural; degrees of loyalty, benefits sought, personality, user status Psychographic; social class, lifestyle However, Balaji et al maintain that McDonalds only uses demographic segmentation strategy with age as the criteria.
Dudoviskiy supplies the targets for the segments he proposed earlier Figure 4. There are two kinds of fast food chains operating- broadly classified into the those run by multinationals and those that are tailored to serve people interested in traditional Indian snacks.
Companies need to select the market segments that they want to focus on and put in their future business strategy.
It has a long history of such experimentation, which has resulted in some new profit centers like Chicken McNuggets and the breakfast menu. Comparative study of steps with Local Fast Food Restaurants in order to contrast and compare the two types of chain of restaurants.
Market segmentation of mcdonalds pdf
Though the support infrastructure is common for both, the chicken and vegetable food processing lines are completely segregated. However these chains employ widely different marketing techniques, which seem to be worthwhile to compare and contrast. McDonalds in India segmentation it has done is on three different bases: 1 Demographic Segmentation: Kids, Family and Students McDonalds offers different products like Happy Meal which includes a free toy for kids. The DC is responsible for procurement, quality inspection programme, storage, inventory management, deliveries to the restaurants and data collection. There are two kinds of fast food chains operating- broadly classified into the those run by multinationals and those that are tailored to serve people interested in traditional Indian snacks. Analyze the changes in existing product offerings to meet the changing customer preferences. It has a long history of such experimentation, which has resulted in some new profit centers like Chicken McNuggets and the breakfast menu. The Happy Meals are gaining kids at a rapid pace and became very profitable. If the company can understand its customer then only it can communicate itself to their consumer Market. The product that McDonalds has that attracts the kids is Happy Meals. Segmentation, Targeting and positioning model of Mcdonalds Segmentation, Targeting and positioning Model of McDonalds: In order to develop a marketing strategy, it is very important for company to understand its target customers. Geographic Segmentation: Geographic segmentation divides markets according to geographic criteria. If the product line-up gets too large, then the task of maintaining quality becomes exponentially harder. The company expects this to stabilise at around 30 per cent to 35 per cent in the next few years.
Proceed Recently, McDonalds has decided to expand into Bangalore in a big way. These locations are in urban and suburban areas, small towns along highways, at pit-stops along major highways. How many markets to enter one, two or more?
While this will be an expensive undertaking, it holds the potential to unleash new areas of growth in a maturing market.
based on 92 review