McDonalds Segmentation, Targeting and Positioning

McDonalds Segmentation, Targeting and PositioningMcDonalds segmentation, targeting and positioning is one of the integral components of its marketing strategy. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products.  Positioning refers to the selection of the marketing mix the most suitable for the target customer segment. McDonald’s uses adaptive type of product positioning and accordingly, the company is engaged in periodical re-positioning of products and services according to changes in the segment.

The following table illustrates McDonalds segmentation, targeting and positioning:

Type of segmentation Segmentation criteria McDonald’s target segment


Region Domestic/international
Density Urban/rural


Age 8 – 45
Gender Males & Females
Life-cycle stage Bachelor Stage: young, single people not living at home

Newly Married Couples: young, no children

Full Nest II: youngest child six or over

Income Low and middle
Occupation Students, employees, professionals
Behavioral Degree of loyalty ‘Hard core loyals’  and ‘Switchers’
Benefits sought Cost benefits, time efficiency
Personality Easygoing & careless
User status Potential and regular fast food eaters
Psychographic Social class Lower, working and middle classes
Lifestyle McDonald’s targets Resigned, Struggler and Mainstreamer individuals according to Cross Cultural Consumer Characterization developed by Young & Rubican

McDonalds segmentation, targeting and positioning

Important aspects of the target customer segment as illustrated in the table above serve as the main guiding principle for McDonald’s marketing management to deal with Product, Place, Price, Promotion, Process, People Physical evidence elements of the marketing mix…

McDonald’s Corporation Report constitutes a comprehensive analysis of marketing strategy and business strategy of McDonald’s corporation. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on McDonald’s Corporation. Moreover, the report contains analysis of McDonald’s financial performance, its leadership and organizational structure and discusses the issues of corporate social responsibility.

McDonald's Corporation Report