McDonald's: Segmentation, Targeting, and Positioning Analysis

This report, prepared for McDonald's Bahrain, delves into the critical marketing concepts of segmentation, targeting, and positioning (STP). It begins by defining the market and outlining methods for market mapping, including the identification of final customers, distribution channels, and suppliers. The report explores different levels and bases of market segmentation for both consumer and business markets, detailing geographic, demographic, psychographic, and behavioral factors. It then discusses the criteria for meaningful and measurable segments, the benefits of segmentation, and the identification of segments most likely to purchase McDonald's products. The report further examines how a company's business strategy affects target segment selection and provides a system for objective targeting using weighting and scoring. Brand positioning in relation to brand values and the use of the extended marketing mix are also explained, alongside potential positioning problems and the challenges of repositioning, including strategies to de-position competitors. The report concludes with a summary of the key findings and recommendations for McDonald's marketing strategies.