Audience Analysis

The buyer has a great deal of selecting power due to the fact that if they are
dissatisfied with the food or service they can easily switch or purchase from an
alternate product. But it is undeniable that any organization cannot satisfy the needs
of all the consumers. Therefore organization divides the market into segments which
display similar characteristics or behavior is necessary. McDonald’s market
segmentation is based on demographic variables Age and Lifestyle. The primary
target markets are seniors, adults and teenagers, but the most heavily targeted
segment is children.

The market segmentation of McDonalds can be visualized as follows:

Market Segments

Seniors

Adults

Teenagers

Children

For many years McDonald’s mostly targeted the young people, however this has
changed in this decade; McDonald’s has turned towards a more general market. By
doing this McDonald’s concentrates on the family, targeting a diverse market