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McDonald’s Marketing Segmentation

2019-06-11 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- McDonalds Marketing Segmentation,供大家参考学习,这篇论文讨论了麦当劳的市场细分。麦当劳注重产品的多样性,根据地理特征和地域偏好将目标客户划分为不同的群体。根据地区的不同,市场划分为东南亚市场、其他亚洲市场、欧美市场、澳大利亚市场。在不同的地区,麦当劳提供不同的产品,因为不同的成分在不同的地区,例如在亚洲市场,人们喜欢吃米饭,所以菜单上有麦克里斯汉堡,它用米饭馅饼代替通常的面包。

McDonald,麦当劳市场,essay代写,作业代写,代写

McDonald’s pays attention on product diversity and it divides its target customers into different groups based on geographic characters and regional preferences. According to different regions, there are four market segmentations: Southeastern Asian market, the other Asian market, European and American market, Australian Market. In different areas, McDonald’s provides various products due to the different ingredients in different regions, for example, in the Asian market; people like to have rice, so McRice burger is in the menu, which uses rice patties instead of the usual buns.

Secondly, demographic segmentation is used. Customers are divided by their ages and income. For the young child, the kids’ meal is provided and there are some small toys contained in the kids’ meal, which can attract children. Meanwhile, in the consideration of the different income levels, McDonald’s offers discounted meals on a regular basis.

Thirdly, McDonald’s also uses psychographic segmentation. According to the customers’ interest, attitudes and values, McDonald’s would change its menu. For instance, some customers reported that some food contains too much fat and the calories are too high, in response to the feedback, McDonald’s introduced low-calorie meals. What is more, if some food is consumed too few, they will be removed from the menu.

Lastly, as different customers have different usage behaviors and habits, behavioral segmentation is applied as well. McDonald’s introduced drive-through restaurants, which is in respond to some customers they are too pressed for time to get out of their cars and order food. For the customers who have more time, they can choose to eat in and for the customers who just want to have a drink and dessert, McCafé can meet their needs.

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