Mcdonald's Corp

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McDonald’s Corp. Case Analysis 1 as compared to Chapter 5: Market Segmentation McDonald’s is the largest fast food chain restaurant in history, with $24 billion in revenue in 2010 and $77.4 billion in global sales (the next closest being KFC with $17.9 billion) (Kowitt, 2011). The fast food chain has grown to 33,000 restaurants worldwide, serving 64 million customers each day in 119 countries (The Latest from McDonald’s, 2012). This success was not reached by accident. The company has placed great emphasis on targeting consumers and making them lifelong customers. Their target demographic includes people of all ages, ethnicity, income, culture and family. • Targeting consumers of all ages, children and families o Successful marketing to children included the introduction of Ronald McDonald, the fun-loving, joyful character that kids couldn’t get enough of. Ronald McDonald was invented to lure kids into the restaurant. o The Happy Meals included toys to entice children. In 1996 and 97, taking advantage of the Beanie Baby phenomenon, McDonald’s offered Teenie Beanie Baby’s as part of the Happy Meal in which 80 million of the toys were sold nearly overnight. In 1998, these were also offered along with other menu items, not just with kid’s meals. McDonald’s also partnered with Disney and Pixar to offer toys from movies such as A Bug’s Life, Monsters, Inc., and Finding Nemo (The History of McDonald’s, 2012). o The PlayPlace, a playground located indoors and some outdoors, was built to emit the family-friendly atmosphere and further attract children. o The Mighty Kids Meal came into play when kids reached about 8 or 9 yrs old and felt they had outgrown the Happy Meal. The meal was bigger, but still included the toy (Happy Meal, 2012). o In 2005, McDonald’s partnered with Wayport/Nintendo to offer Nintendo DS gamers WiFi capabilities (Can Nintendo Get Hot

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