McDonalds market segmentation in the US:
Mass marketing: here, the seller mass produces, mass distributes, and mass promotes
one product to all buyers.
In the very
beginning, McDonald’s offered just one type
of hamburger to everyone.
Mass marketing leads to lowest costs and prices and
create the largest potential market.
Product-variety marketing: here, the seller produces two or
more products that have different features, styles, qualities, sizes…
McDonald’s produced the Big Mac to offer variety to buyers rather than appealing to
different market segments.
Product-variety marketing supports that consumers
seek variety and change over time.
Target marketing: here, the seller identifies market
segments, selects one or more of them, and develops products and marketing
mixes for each.
Companies may divide the market into
different geographic units such as nations, countries, regions, cities…
A company may decide to operate in
one or more geographic locations but it must pay attention to the geographical
differences in needs and wants.
E.g. McDonald’s serve corn soup in
Japan, pasta salads in Rome, wine in Paris...
http://www.mcdonalds.co.jp/
Demographics:
Age and life-cycle: needs and wants change with age, that is why, a company may use
different marketing approaches for different age and life-cycle groups.
Gender
Income
Psychographic segmentation
This is based on lifestyle
Behavioural segmentation
