Marketing Plan: Phase II

Segmentation Criteria and Target MarketMarket fragmentation is important when an organization is decision making how to promote its product. There argon various ways that a commercialise can be atomed. Market segmentation identifies segments of the administer that be uniquely different from wholeness another and oppose other than to different merchandising mixes. Segmentation is different from signing, selecting which segments to address, and positioning, intent a trade placeing mix for each segment (Market Segment, n.d.). Organizations branch a commercialize into smaller segments of buyers with different needs and behaviors in browse to reach larger markets more efficiently and in effect (Armstrong and Kotler, 2005). This is called market segmentation. The un placetleds used in segmenting consumer markets are geographic, behavioral, demographic, and psychographic. More than one variable can be used to identify a target market. A target market is ?a set of buyers overlap common needs or characteristics that the company decides to attend? (Armstong and Kotler, 2005, p. 199). at one time the groups are identified, market segments are evaluated and the most attractive one is selected to serve. More than one segment can be chosen. McDonald?s is optimizing market segmentation and move away from mass marketing to increase target groups and repair sales. The segmentation criteria that will feign McDonald?s target market is a combination of demographic segmentation and psychographic segmentation. The target market selected is socially active teenagers.

The sideline shows the s egmentation variables identified:Demographic! s:? bestride: 15-19 years?Employment: underemployed jobs?Gender: Male and egg-producing(prenominal)?Education: High teach student?Income: Less than $10,000 per yearPsychographics:?Enjoys social events with friends?Attends sporting events at spicy school?Likes fast-food restaurants?Listens to rock medical specialty?Low concern for respectable foods?Likes video games and internet?Watches TV?Reads magazinesThe segmentation variables were identified and the market was segmented. Profiles of the segments were made. The attractiveness of each segment was evaluated and the target segment was chosen. McDonald?s hopes to... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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