STP of McDonald's

sunandaC

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STP of McDonalds : -

Segmentation

In India mc donalds segments its market according to its customers.

The way customers are segmented are as follows :-

1) on basis of age

2) on basis of income

3) on basis of working class

Targeting

Mc donalds targets nations all over the world. It expands itself by targeting specific number of franchises that it will open in a particular nation & then may even open more if required based on demand. Today, McDonald's values transcend borders and cultures. Each and every day, 47 million consumers worldwide visit McDonald's because they know and love the Golden Arches, Ronald McDonald and Big Mac sandwiches.

From one restaurant in 1955, to more than 31,000 locations in 119 countries, McDonald's has become not only the leading global foodservice company, but also one of the strongest and most recognized brand names in the world.

Brand Positioning

McDonald's has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports.

• It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community
programme and learning experience.

• It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996
to 2000.

• It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.

• It has sponsored Child Safety Week since 1994.

By combining fundamentally sound operational practices with innovative marketing strategies, Ray Kroc laid the foundation for McDonald's global success.
 
McDonald's is leading the market and closely followed by KFC. The difference between KFC and McDonald's is very minuscule and that is the growing concern for the McDonald's and that is why they are focusing mainly on their advertising agency because they know if anything can help them is the advertising agency. Advertising agency will again try to brand positioning for McDonald's, earlier McDonald's was for youth now any one can enjoy the spicy Mcaloo tikki and I know you have started drooling.
 
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