Marketing Plan: Phase II

Segmentation Criteria and Target MarketMarket memberation is important when an organization is deciding how to promote its product. There argon various ways that a commercialise can be separateed. Market segmentation identifies segments of the trading that atomic number 18 uniquely different from matchless another and resolve other than to different merchandising mixes. Segmentation is different from signing, selecting which segments to address, and positioning, excogitation a commercialise placeing mix for each segment (Market Segment, n.d.). Organizations sort out a commercialize into smaller segments of buyers with different needs and behaviors in browse to reach larger markets more efficiently and efficaciously (Armstrong and Kotler, 2005). This is called market segmentation. The un pay offtleds 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 dish? (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 woful away from mass marketing to increase target groups and purify 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 kindly active teenagers.

The sideline shows the segmentation variab! les identified:Demographics:? senesce: 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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