Running head: B2C: MC DONALDS 1
B2C: MC DONALDS
Dezerae Cordova
Columbia Southern University
B2C: MC DONALDS 2
B2C: MC DONALDS
The reason for this paper is to examine the business-to-consumer (B2C) target marketing
approach of the fast-food chain Mc Donald’s. Explaining the progressive business model of the
company, classifying its actions and products that uphold its plan. I will further discuss how Mc
Donald’s applies the four bases for segmenting consumer markets utilized and discuss how the
segmenting options are achieved and how these influence their promotional strategies
appropriately.
McDonald’s, a fast-food restaurant, was founded in the United States in 1948, by the
brothers Maurice (Mac) and Richard Mc Donald (Britannica, n.d.). McDonald’s is the most
global foodservice retailer with more than 30,000 local restaurants serving nearly 50million
people in more than 120 countries. It also opened its first restaurant in the United Kingdome in
1974. As of today, there are over 1,200 Mc Donald restaurant beyond the UK and Northern
Ireland. These locations employee around 97,000 people. Well-known for its drive thru
restaurant concept, is the world leader in this category. Around 70 % of Mc Donald’s restaurants
in the UK were purchased and operated by local businessmen and women (McDonald’s, 2017).
Mc Donald’s collects analyzes, and utilizes information from a mix of all four targeted marketing
segments, psychogenic, demographic, behavioral, and geographic, to gain the most current data
when designing and marketing vehicles, or adding new features to current ones.
The psychogenic segmentation is a customer who may fall due to frequently
concentrating on value and utilizing it impacts their daily life directly. Customers tend to
measure a certain cost of merchandise with their perceived cost, to make a purchase decision. In
