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Target Audience Example Essay

McDonald’s is a global fast food chain that began in the United States but has since spread all over the world. It is now one of the most recognizable and popular fast food brands. McDonald’s caters to a wide range of customers, from children to adults.

However, their primary target market is families with young children. McDonald’s offers a variety of menu items that appeal to this target market, such as Happy Meals and other kid-friendly options. McDonald’s also offers discounts and promotions that are designed to attract families with young children.

McDonald’s has been successful in attracting families with young children as their primary target market. However, they have also been able to appeal to a wider range of customers. This is evident in their global expansion and popularity. McDonald’s is a prime example of a company that has been able to successfully target multiple markets.

There are many external variables that can affect your marketing campaign, and companies like McDonald’s have to account for all of them. In this paper, I will discuss a few of these external variables as well as the internal 4P’s: Product, Placement, Price and Promotion.

McDonald’s is a global company with over 32,000 restaurants in more than 100 countries. Their primary target market are children and families. They use a variety of marketing mix strategies to appeal to this target market. McDonald’s Happy Meals are a prime example of how they use the 4P’s to reach their target market. McDonald’s offers a toy with each Happy Meal purchase. The toys are often tie-ins to popular children’s movies or TV shows.

This is an example of Promotion. McDonald’s also offers placement by having their restaurants in high traffic areas such as near schools or on busy streets. This makes it convenient for parents to stop and grab a quick meal for their kids. McDonald’s keeps their prices low, which is appealing to families on a budget. And finally, McDonald’s offers a wide variety of products on their menu, which gives parents and kids plenty of options to choose from.

McDonald’s has been successful in reaching their target market by using the 4P’s. However, they also have to consider external variables when planning their marketing strategy. The first external variable is the macroeconomic environment. This includes factors such as inflation, interest rates, and economic growth. These factors can impact McDonald’s business by affecting the purchasing power of consumers and the cost of raw materials.

Another external variable that McDonald’s must consider is the competitive environment. McDonald’s competes with other fast food chains such as Burger King, Wendy’s, and Taco Bell. They also compete with non-traditional fast food companies such as Subway and Panera Bread. McDonald’s must be aware of what their competitors are doing in order to stay ahead of the game.

The last external variable I will discuss is social trends. McDonald’s has had to make some changes to their menu in recent years due to social trends. For example, they now offer healthier options such as salads and fruit cups. They have also added McCafe coffee to their restaurants in response to the growing popularity of Starbucks. McDonald’s must stay up-to-date on social trends in order to remain relevant to their target market.

McDonald’s is a company that must consider many external variables when planning their marketing strategy. The macroeconomic environment, competitive environment, and social trends are all factors that can impact McDonald’s business. By taking these variables into account, McDonald’s can create a successful marketing strategy that will appeal to their target market.

The Segment (Competition) for McDonald’s is titanic, with a huge amount ofstandard fast food restaurants in direct competition; Wendy’s, Burger King, Hardee’s and Taco Bell. To bring in new consumers, they started offering gourmet coffee which created different kind of competitors including Starbucks and Dunkin Donuts who years ago were not even being thought about as potential threats.

Now McDonald’s has to not only worry about the standard fast food places, but also a more sophisticated clientele.

Description (Needs) – McDonald’s sells cheap food that satisfies the need for hunger. They are able to do this better then most of their competitors because they have been in business longer and have perfected their process. McDonald’s is also able to be faster then most of its competitors; this is due to the fact they serve a very limited menu.

Market Structure – McDonald’s is apart of a monopolistic competition market structure. This market is defined by many firms offering similar products/services, but each firm has enough control over its own price and product that it can slightly differentiate itself from the others.

Demographics – McDonald’s caters its product to people of all ages, but their main target market are children and young adults. McDonald’s spends a lot of money on advertising that is geared towards children; this is because they know if they can get children to like their food then they have a customer for life. McDonald’s understands that as people age their eating habits change, so they offer products that will satisfy the needs of an older crowd as well.

Psychographics – McDonald’s is looking to attract customers that are value conscious and seek convenience. McDonald’s offers a wide variety of value meals that are cheaper then most of their competitors. They also offer a drive-thru so customers can get their food without even leaving their car.

Behavioral – McDonald’s is looking to attract customers that are heavy users, but also those that have potential to become heavy users. McDonald’s offers a wide variety of products so there is something for everyone. They also offer coupons and discounts to loyal customers as an incentive to keep coming back.

So overall McDonald’s is looking to attract value conscious customers that seek convenience and have the potential to become heavy users. McDonald’s achieves this by offering a wide variety of products at a cheap price and being convenient by having a drive-thru.

They change their menus to target different demographics in different areas. For example, they sell smoothies and specialty coffee at McCafe locations in the US, but McWraps in Europe. This is due to differences in geographical location and culture. Health conscience/organic minded people are not as important a demographic as college students, for instance.

However, they are willing to pay a higher price for McDonald’s food. McDonald’s has to also decide what type of promotions will work in different locations. They do a lot of Happy Meal type promotions aimed at kids and families. In the US, McDonald’s has recently been doing a lot more digital marketing with specific McDonald’s app offers and McDonald’s website offers. Europe seems to have McDonald’s TV commercials that are very emotional and tug at heart strings. Lastly, Asia has McDonald’s commercials that show off the westernization of their restaurants. However, they also have ads that focus on traditional Asian values such as family.

All these targeting strategies allow McDonald’s to be one of the most profitable fast food chains in the world. McDonald’s was able to post a profit of $5.61 billion in 2017. In order to achieve these types of profits, McDonald’s has had to change with the times and specifically target certain demographics in different areas of the world.

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