McDonald’s Segmentation, Targeting, and Positioning
In the case study analysis of McDonald’s functioning to woo more customers and improve their productivity, use of target segments is critical to elevating the positioning of the company in the fast food industry. The video analyzes target marketing that aims at collectively putting together pieces of information regarding markets segments to acquire essential insights that can guide the company to perform excellently and maintain a competitive advantage.
For example, segments managers in understanding various target marketing segments including the African-American, Hispanics, Asians consumers, or any other category, in that case, is profoundly important to create a profile of products that best suits that target segment.
The consumer segments form a critical bit of information and insights useful to position McDonald’s in its marketing strategy at the target group. The complementary feature of the three entities of production, decision-making, and market strategy is facilitated by the segmentation, targeting, and position aspects of a company to determine what consumers want most in the products. McDonald’s segment managers, thus, use these insights to maximize targeting marketing based on consumer segments behaviors. Hence, position the company at a competitive advantage in the industry.
Sternthal, B., & Tybout, A. M. (2001). Segmentation and targeting. Kellogg on Marketing, John Wiley & Sons, Inc., New York, NY, 3-30.