How a company targets their consumers

How a Company Targets Its Customers
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How a Company Targets Its Customers
The organization I chose for this paper is McDonald’s, an American fast-food production company which operates worldwide and which headquarters are in Illinois. McDonald’s customers are mainly segmented based on demographics. The company has products designed for kids, families, and students which vary according to the lifestyle of the customers. The use of personal selling in the different company’s outlets enables McDonald’s to determine customers’ needs and preferences. Originally known for the production of hamburgers, the company currently offers a variety of fast foods which include soft drinks, chicken, salads, desserts, coffee, french-fries among other beverages. The wide range of high-quality products is targeted for satisfying the different preferences and needs that customers have. (Jaggi, & Bahl, 2015).
McDonald’s uses psychological pricing as well as price bundling which involves charging a reduced price for a bulk of products compared to the price of purchasing the individual products. In addition to offering quantity discounts, McDonald’s also employs different promotional strategies aimed at attracting more customers and building the company’s brand. Some of these strategies include coupons, for example, having free meal weeks, and various contests where winners are awarded. These strategies not only promote brand loyalty but also attract new customers hence growing the company’s market share.

As part of their distribution strategy, McDonald’s has different outlets in different parts of the world which ensure that products reach their potential customers. Challenges may, however, be encountered, especially in overseas markets due to cultural differences and business laws. The marketing department is responsible for marketing planning and choosing the right marketing mix. Social responsibility is a very important part of the marketing program. The provision of safe food, the correct nutrition, and effective pricing are the major aspects of McDonald’s social responsibility of “making the customer happy”. A lot of focus is also directed towards providing the correct product description during marketing programs. (Jaggi, & Bahl, 2015).
Reference
Jaggi, S., & Bahl, S. K. (2015). Impact of Advertising Strategies on Consumer Buying Behaviour: A Case Study on Mc Donald’s (India). International Journal of Engineering and Management Research (IJEMR), 5(5), 56-60.