Segmentation and Targeting

Segmentation and Targeting Research Paper example
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Assignment Name Byline Professor’s Name Date Segmentation and Marketing There are few American companies that have had as much impact on society and business as the king of fast food joints, McDonalds. According to the company’s official website, McDonalds has over 32,000 restaurants in 117 countries and serves over 64 million people every single day (“Our Company”, 2011).


According to the book entitled “Principles of Marketing,” the primary method of evaluating a company’s marketing strategies is by way of SWOT analysis. SWOT stands for strengths, weakness, opportunities, and threats (Kotler and Armstrong, 2010). According to the article entitled “Marketing at McDonalds,” the company’s strengths lies in its brand and the extensive marketing research that the company performs (“Marketing at McDonalds”, 2011). Additionally, the company’s main opportunity is the continued population growth which provides more customers (“Marketing at McDonald’s,”2011). The weakness of the company is the brand maturity which means that as the company ages, they still need to make important changes in order to keep up with the competition (“Marketing at McDonald’s,” 2011). Finally, the threats to McDonalds include the growing health awareness and the connection between fast food and obesity as well as competition from other fast food establishments (“Marketing at McDonald’s, ”2011). Perhaps the genius behind McDonalds lies in the fact that there does not appear to be a specific target market when it comes to advertising and marketing. ...
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