market segmentation of mcdonald's pdf

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March 19, 2018

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The reason this is done is to make it easier to address the desires of smaller groups of customers. ?96Xade%ZT8IAd/8.m\k8$Da_ ;U>JHT);!1/iCl` "s?nu6D@6tV+)/NjJqpFu,UCJeP3>+ai)_3B$<9-m>OssI/b'5%fMT_2MJK2d?/@I;ITA6'' (RdIj=PPgaQ[_5)@Z\mpMWOM$ M?#'!M?$6sU4\>nZZd:r?GKG-#I8I/jHr)jSj;RUFW(EOB%$$*Q;(/XCB\dq=T/u1)SG>JGr`-)!G\9gedqu0,?9;qD *-jD%`O:f]eNUcg]eI\dk)#242Y[QeYX_J,NBP705L:#K%-emAMJ+m1EZpZ8,o1Gk^N,:#K1A '7BXeE.?2\Lnjl,Jq$%$?r@! 36t4aHWQGFpU[2nMKQqeCdmBkc5fKrdCeDa1U>F+?#Q`IhIbV80!,\s_YnF:.jilgf2ls[/bC!= Zae/t>R!DY::RpF[b:A2j,83"mpJ'rCsiB".&EdE/'T]dq/LOi"N12F"TEOrESt[r3L%MO %qZP>'EO-c>sh4%Z?(A-5NRR#o;MZhA\7mM>d2aqYDXS\,g#f>ODT. bKeX'LZIA@LbCe7F%jRG6Xg8jUKPNR2moSNF[S6IROd+i9f&5B? !dsJY41d83I Un@mcMC8KRU5D2M;+1I!;+3/G>"Vru.4JsZ!2>? @*/:E63)b/C4j9*5e(NALCpY The basic reason for dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to manufacture different products according to their consuming habits. 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The McDonald's strategic marketing approach, employing segmentation management, versus competitor’s use of product/brand management, is examined. 5?ZHCqa9(Vd12saZL>f:iseJt3Ae8tD/J0W]UuB2!2\]pH`O=f6C(+X$#[$q3orXb0#+J7[:A1m 1t%9r[oQ]hlhUbXR@*AjP"HVRk*$%UX%iuj;rE+_?EY\/(K_+p*7B.`'_tpL[PCj_QQ[2iq"P/H ::8O82pc9I1>U`KYf&<8%%g.kU?gAkj:]XHm)p!YDI'cFB+a,+e)Bh%njfY6kr2"Zn]Z8K (Dn#.-7:2j.Q'+C3&s#e6q'R884cEP_/RjlYail0@j2o_%qPq"add m4NM(A=h`=29@qja/s#]CRulXdH80Se#fB"36Gd%WTn^kNE,MArr@r"_q=t`rrCE"G>gnn_XU6l "Vag!#t5P)!D>j-!#/>Y5QrGc'EF@qdSL"m72,`";+1I!Zr''l'N%+!'N%+!,qUDC'XX+3! kk\i!P8rs,t3!1#(d$L2Ur GQ\HT!&/m`caTM>a2$D`XsA/"e0i,A:/s5_O4JhE4>NGcJ]D)2E\#9iblr4($!V-u?I!2nfOY6c *TjA-8r't"OueT';T=]2.&EpT;Gfj_'XX*$!n'up:]X! (]2.%9/hkOn#dna[&L6GD,9V47d((T"tA=;cAL\! M?(WBQZ`;65'+I,DuK6a.r)?%0MC[%bh2meeBTf5]Rg!]As*.jU6:lI/L;tK'U5th!45Tl!#/:! 1',G1=tVlWFVU%tm;-Q=O!@k#D(JDhj*o"Ul%ga^M?$gP.;/^UP)96C.&)5!8m3VCU6:gm$7MX! ;+20!;+20!;+20!;+20!;+20!;+XDG"Vag!"Vag!"Vag!"Vag! 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Consumers determine market segmentation. )Q@K<7>"ScDBdfV]>+OoaKm^9=4KYn84ULdF^iF4TE0iscFaT(K 9L2)]:]X!!:]X!!:]aK_'ED%Z;U>G9918h,/JM"^8P;JP,qTg-!C[]! ;7O$k\(*Ff:TaunE5i#%'IIqnckA" dY#$_eNC^\GfSCBF'N`mgjd2ZT$qrT7CM-d7pHQ!c")'>j2AYSH'reP%D3?_R&Jfsg^4&M+k5lH ! r;J1sm%fk']rZ,!-rKPs7:g-KIP'/f?L$-?JQ3\efan3[!VH,akl1YR48>0A\Ol_o6'rR_#O5PWX))Y@&inE#bW*q0+/! !NpYgrOUke'I;eIDZeJQh:i(&*n)` 'NDl"+_lfa8,`85Q7M/ $P.1,Z=_XpN@Rl3O2TU-[rF6oA!eYqViF'9%n>h7c/c;O? ERc6TE\Zb]Cb"k:BMlme!i+/sCZ>'3KeB+8O`T:S_pfUjD!YW>;9%i^Z(MBpWunXd\]=.UF7!-J &k+#4LeeT5Q5FDf-RXd!5r-$kL;'#Hd&.P\.ScaEI'^o?rr?65X1OR2AJOm/k,0fXPNKD`>r));7O)>Bf8;?2E(,Gr29_$d(DXS[l*5c_XX*u2DJZ)DS87a *UeFJ.d`C -EEfra+*'8mGW?MZ,4[4kV,LkV,r"l;aKqZrQ^[F*haV291H'>LH4F=k.M88bu_a4)O9o#M6:\J OE*GZIp)j?1lYDf=KkH1=ZSB8 0000002971 00000 n @fN_>K8mC>2IdCORS[D(RW#[>rs1g'Gd>liC2[ For this case study, imagine that you are McDonald’s, and you would want to know if consumer segments exist that have a distinctly different image of McDonald’s. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. 8]p*-a5pQ]MEF,#Btb=d]jXmiL[Cg[(u]quk@OIgsU8WG#n(:qRF"%R2GB VO$YV=7Q5Le)@QEBJ(s)c`;Al]lKCf.'<5-*\P>Id:gMNG$9'%ZFk4ae)KjFG*? 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R"_8l-ik`jMEhl_;+q+eQBHb6MC>,!P*V8]$HBQnSgqC&q;ZB5J!h\^.qZ'Y@D>akkNCut7Qu^) +/ki&+7Stu8kU\LnZYATWY:]LS!MI7,q70"nR;*YFV'MnkY72,`";USACd7"`L Segmenting McDonald’s: A Brand Mapping Approach Abstract Segmenting is a fundamental strategy in Marketing and a means of gaining a competitive advantage for an organization. ""WRMTn;38'\LVNJpallJRXpV#+/s6P=@3mLn^G2(06u\FG3@pg$_n3;ZGo1hZG@*keqf)p :M.Z#M^]r*Yh6m!d1u'LUM$ [Pq';_4-@S#f-@ha-hD4Dsnr^:>m: :2,L_!R\,+<=:1MZ@&o!Yl@J)LcYMNlk4bsSttQ6#2LFWJ(*"a5Gkg7;@q;Sf?&_gk;*[7khf BL0qQL"rXAaP`SJp:J^FU)aC/3@8`S,KFJHI(TmOH#lioVm QBIPa&rJ*5!D?!W9EL)"TE:!!TE::BP(3lgBV5EiQAPZ7.;5@W`>#[U!`;B#J1..L!%=S!!%=S! •Management can do a better marketing job. da!g*UHFBL+3PUek%=U4=JW#j4pF-t-B3X5M_oeh.P+ 0000005169 00000 n T5:[EnT",Tiss=ul'kOQ,?[n"X;2MCDWMqa%tO$"`dq0_Id-U-7Jah90F5.J:Cql5_o;p!AonNEZSD34tfN? o3RtSf%pV"3F+P,\+Q[OgVeEhK6sYi80eVH50^Qk:cTTIYGM#(;-eM=o27Km(#06;#`0L@#6855 !.07G96IW.,dnXZd=1Bs,?%Ve7=dlttS&BJ;:ON[h;4J:E*glfUUJX8r *6(!ai`&\ Unsl[!fAD!!g]"8J.d_gBE9Pr.;/^UMC8J!MC8KRV50acMHVD.U5C?!U5C? q endstream endobj 144 0 obj <> stream ;-5aQf82U73.grOQ3$mrS]XJ"/O5A'V65$[r[u[-`Ba.Fg-F+l8?p1J8Moi< =7@%I5KPs8>3%Ycn/@K%64kR03,s,YCFD^VM\(?8=[]1o'+r)2,)&`ZZ00V-GZQ0e+!M;H&dpQZ >LS>-nL8;r=Wn:e-0$snKI3J+dT=>82:99:-.5K)RJAAY5HOp. ,JOGolOWd[\,QH29Dkj9[KuhSX5J'/t rB%:a!8104>G-]g*.ptO,ap'?<=Y$Cb'FY%f!7lBh(=W0(:0+^g1EQjrJ!PXdb&0n'N%OjdSeLi PZR/2_RGlXPW1pqjei?A.FE4l/*1?lrkcPRjdI$r6Zs[Qp>k`';)p&`q^Du8QWp0'8O5"!g Market segmentation is defined as “identifying distinct groups of consumers whose needs, wants, and purchasing behavior differ from others in important ways” (Hill & Hult). 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