McDonald's Corporation was founded in 1940 by brothers Dick and Mac McDonald. It established the principles of fast food restaurants. McDonald's is now the leading global food service retailer with over 30,000 restaurants in 119 countries serving nearly 50 million customers daily. McDonald's focuses on five key areas - McPeople, McProducts, McPrice, McPromotion, and McPhysical Distribution. The presentation discusses McDonald's market segmentation and bases for segmenting customers based on geographic location, psychology, buyer readiness, product use, benefits, consumption, and decision criteria. It concludes that McDonald's is strong enough to withstand economic recessions while continuing to grow worldwide.

1. McDONALD’S CORPORATION I’m lovin’ it
A Presentation
On
McDonald’s
Corporation

2. McDONALD’S CORPORATION I’m lovin’ it
Founded in 1940 with a
restaurant opening by siblings
Dick and Mac McDonald’s .
Established the principles of
fast-food restaurant .

3. McDONALD’S CORPORATION I’m lovin’ it
 Leading globle food
service retailer :-
• More than 119 countries.
• More than 30,000
restaurant.
• Serving nearly 50 million
people each day.

4. MCDONALDS FOCUS ON FIVE AREAS
 It Focus on five areas

5. McPEOPLE
An essential ingredient
to any service provision
is the use of
appropriate staff and
people.

6. McPRODUCTS
There is a variety of
food products
across the world.

7. McPRICE
McDonalds
realize that India
is very price
sensitive market.

8. MCPROMOTION
McDonalds aiming in their
promotion campaign
“I’m lovin’ it”

9. MCPHYSICAL
DISTRIBUTION
McDonalds outlets are spread
through out the cities making
them very accessible.

11. MARKET SEGMENTATION
“MARKET SEGMENTATION IS THE PROCESS OF
DIVIDING A HETROGENEOUS MARKET INTO
HOMOGENEOUS SUBUNITS”
BASES FOR SEGMENTING THE MARKET :-
1. CUSTOMER BASED SEGMENTATION
2. PRODUCT RELATED SEGMENTATION
3. COMPETION RELATED SEGMENTATION

12. BASES OF MARKET
SEGMENTATION
1 2 3
COMPETITION
CUSTOMER BASED PRODUCT-RELATED
RELATED
SEGMENTATION SEGMENTATION
SEGMENTATION
• GEORAPHIC • PRODUCT USE • HARD CORE LOYALS
LOCATION SITUATION • SOFT CORE LOYALS
• PHYCHOLOGICAL • BENEFIT • SWICHERS
VARIABLES SEGMENTATION
• BUYER READINESS • CONSUMPTION
• DECISION CRITERIA

13. 1. CUSTOMER BASED SEGMENTATION
iii) BUYER READEINESS
i) GEOGRAPHIC DISTRIBUTION ii) PSYCHOLOGICAL VARIABLES

14. 2. PRODUCT RELATED SEGMENTATION
i)Product use situation
ii) Benefit segmentation

15. iii) Consumption
a) Heavy Users
b) Moderate Users
c) Light Users

16. iv) Decision Criteria
a) Price
b) Perceived quality of the product
c) Service offered by the firm
d) Technology

17. 3. Competion Based Segmentation
i) Hard Core Loyals
ii) Soft Core Loyals
iii) Switchers

18. McDONALD’S IN FUTURE I’m lovin’ it
McDonalds is strong
enough 2 withstand the
recession still without
dividend and create revenue.
 McDonalds will continue
to grow worldwide.

19. McDONALD’S CORPORATION I’m lovin’ it
THANK YOU
Presented By :-
Rashmi Hansda
BBA sem III
Roll.No. 09