Concept of Marketing | Mcdonalds

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Added on 2019-12-28

Concept of Marketing | Mcdonalds

Added on 2019-12-28

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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3a. Identification of one specific consumer segment for product Big Mac..................................3b. Identification and discussing characteristics of particular segment.........................................3c. Ways in which marketing mix presents characteristics of segment.........................................4CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................82

INTRODUCTIONMarketing is referred to as management process with which movement of goods andservices is being done from concept to customers (Goi, 2009). In the present study concept ofmarketing has been done with respect to Mcdonalds. The product of company taken is Big Mac.The present study entails to understand one specific consumer segment for the product. Further itincludes characteristics of particular segment. a. Identification of one specific consumer segment for product Big MacMcdonalds is one of the world's largest chain of hamburger fast food restaurants that isserving 68 million of customers on daily basis in around 119 countries. The company possessmore than 36000 outlets across the globe. There are wide variety of products that are being soldby Mcdonalds. One of the most renowned product of the company is Big Mac. It is double layerhamburger that is topped with American cheese, crisp lettuce, minced onions as well as tangypickles. The major target of this product is youth. With this Mcdonalds is trying to increaseattraction of college going students who wants to spent less and get greater quantity of product(Ivy, 2008). In addition to this, the particular segment of customer is self dependent. Thus thiscan be core meal for them which is available at reasonable prices. The taste of this hamburgerhas been designed in accordance with the preferences of the youth customers. It has beendeveloped with the intention that as the students may not place big orders thus with Big Mac theyouth can spent greater amount of time gossiping with their friends and colleagues. Suchcharacteristics have increased attraction of the youth in the market. b. Identification and discussing characteristics of particular segmentThe particular segment that is being targeted by Mcdonalds for its product Big Mac isyouth. Firm has segmented the market on the basis of demographic segmentation. It is anessential element of all the marketing departments as the data is available easily and it has hugeimpact on the buying patterns (Jüttner, Christopher and Baker, 2007). Under this division ofmarket for product is done according to age, race, gender, family size, income as well aseducation. It has been examined that demographics can be categorized into various market withthe aim to assist firm in targeting the customers in an accurate manner. The selection regardingthe basis of segmentation is an important decision. This is because it has potential to affectpromotional strategy of the organization to a greater extent. The choices of the people who3

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