Segmentation of McDonald's Global Menu

The purpose of this assignment is to discuss how consumer trends can change marketing strategy decisions, explain the process of selecting a positioning and differentiation strategy and explain how a marketing plan tracks progress, and explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities. Once you complete this assignment you will complete MLOs 2.4, 3.5, and 5.4.



Instructions

In this exercise, read through the situational overview below and watch the corresponding video regarding McDonald's. Using the information presented in Module 2, answer the following questions. Your answers should use a 12 point font, be double spaced, and use APA formatting to cite references on the last page of your assignment (if you use any external sources). It should be submitted as a Word or PDF document.



Situational Overview

McDonald's strives to reach billions of customers throughout the globe by customizing foods, menu offerings, and experience in their restaurants. By targeting specific groups of people in diverse cultures, the company caters to individuals that have various wants. Due to this, the menu that you see in the United States greatly differs from what you would see on the menu in China, India, Iceland, Denmark or anywhere else in the world. McDonald's has a strong brand value and following throughout the world and much of this is due to their commitment to serving individuals everywhere. This has contributed to their brand recognition even if the food choices are not the same.



Watch the Video

View the following video to learn more about the menu changes for McDonald's by clicking on the play button below.





Answer the following questions:

What examples of targeting and segmentation did you see in the video? How does McDonald's leverage this to earn them business?

What impact does the strategy of customization have on their brand loyalty? Why?

What challenges does McDonald's face in competing with local restaurants or chains in specific countries?

What advantages does McDonald's have versus competing chains that utilize the exact same menu globally?

What other products do you think that McDonald’s could introduce? What specific regions of the world would they be introduced?

https://youtu(dot)be/9ORiKlpasOw Link for video for assignment