1able of ConLenLs

lnLroducLlon
SegmenLaLlon
1argeL markeLlng
oslLlonlng
1he Case
8ackground
Summary of Lhe case
Coffee war
SegmenLaLlon
1argeLlng
oslLlonlng
Mc uonald
SLarbucks
7Lleven
Concluslon
ln lLs efforLs Lo susLaln Lhe buslness growLh and lncrease lLs share ln Lhe fasLfood lndusLry we are of Lhe
vlew LhaL Mcuonald's has ldenLlfled advanLageous markeL segmenLs LhaL allow lL Lo remaln compeLlLlve
Speclflc and vlable acLlon plans have been developed and lmplemenLed Lo capLure Lhe aLLracLlve and
proflLable segmenLs WlLh lL preclse mlsslon sLaLemenL and slogans lL ls able Lo poslLlon lLself ln Lhe
mlnds of Lhe consumer as dellverlng a value proposlLlon abouL people llfesLyle








oslLlonlng
rocess by whlch markeLers Lry Lo creaLe an lmage or ldenLlLy ln Lhe mlnds of Lhelr LargeL markeL for lLs
producL brand or organlzaLlon