Part A (Answer any two full sets)

I. a. Brief the concept of Customer Pyramid

b. Discuss the Bases of customer segmentation for Services
c. Enumerate the Key Reasons for Gap1 and suggest the solution for the same
II. a. What is Mystery Shopping?
b. Analyse Differentiated, undifferentiated and Concentrated Target Marketing strategy for
Services.
c. Discuss the types of service research

III. a. What is Hard and Soft elements of Service Standards

b. How do you manage Capacity to adjust with the Capacity

c. Describe the Process of Setting up Customer Defined Standards.

Part B (Compulsory)
McDonald’s is a large corporation in the fast food industry. The first McDonalds was built in 1940 by the
McDonald brothers (Dick and Mac) . Started off as a hot dog stand in CA [1937]. They have been around
since 1955 when Ray Kroc started the chain of McDonalds. They have been growing ever since. The
majority of the restaurants are owned through franchises.

Entered in India 1996 • McDonald's India is a 50 – 50 JV partnership between MCDONALD’S

CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi • Localisation:

 DON’T OFFER ANY BEEF OR PORK ITEM IN INDIA

 IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY

INDIANS

 SOFT SERVES AND MCSHAKES ARE EGGLESS

In order to develop a marketing strategy, it is very important for company to understand its target
customers. If the company can understand its customer then only it can communicate itself to their
consumer Market. Better you know about your consumers, more effectively you could communicate and
market them.

McDonalds has segmented their products according to bases of Geographic, Demographic, Psychographic
and Behavioral. They have segmented their products and positioned their products according to kids,
students and family. It has targeted its service against Age, Income and life style too.

Questions.

1. Discuss the Segmentation strategy of McDonald being applied to Indian Market

2. Explain the McDonalds.s Service Targeting Strategy suitable to Indian Market.