"("1,lGOqoI)_`da+*:#Q:u=t^fk,'g2b>8-jJ,gK>W.107)Xk9ObcWXa_B5i=CuSG5MrC7jAoM Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference. bb^H9k-6PQXsu#+D+I+.G`Ca@! ?I>ikT[T^H^UoFrj9N]?IIUQ2 "fg[T7jRX(1eHW;hsAT+ MTQ$XDrt.,d.OQ9\ITIGpm8m5hfJ/foBX@<3bo*olms9eKE.+,;-]XJ3LFP?G':GZf.Ch*XCHYM ,#@S-8AaD!F8>L-+n1E-i>K!gG,;!_hJUUD+S=!f!,_L[i`j)'`o;0t//Gk Z%YWcZ]JEe`k=O(p@uen?0=DhY$LUrL>RS>,0KkT9QT_o-;rW6f8KOb*Y8Z!1A4R7-74Zuof5.ETIr$Jr"*YPo09[5$GaOTA2 UnWATP):XfY%-H)L%(YK4^$,Bqrh*W>[PE04S\R)2*#H1JAcrC5Q,\T%(@(]Lh@hYj7')V2G0,_ *W[_3F,+qK6%8R]L+\`WC8SCaInb8!U(OKj'"X/PPEgsJ_b^.RY 3B&Z'm&!u"alH2<6AL6Y_]pNXgd;U;P+\.q8-B.3B*d6QrClX>.U/l`(f2*8d%.` ;Fk> b$Fc]m9Um>duE9e[B[0s?42%>"KXVW(j<5@P'>4(OH jHicVNGTqa6s1!UQL"?HFGBYX_9]7*Wa5GOdKnl!+i$o>r;!MU8FXN2dH^#K !o!%s&buFQUVdsj]GV3JJo#g0;pc/8\YsfE1*AtY@Ct,S!Z>Q/aDN+Sq I_[Wgk`tMAkU:#R9"[rjTukN@*gI*JFo:&4[MFe?p0h10Vm/3t58K;#^t)paZ%H.&FpNEs4,iRB ;"e/Gd"9$nbWR9bk1@fjpfmNDsLaH\fVi,! (+PbO]nH'YA7L%dC!kTri%.jA6$AIAEQN5;(=I? ;+1I! U:. ;+1I!PdF6h,`Q>oOiCCP"F>sdHlX_OQhlJmV`8I91;TUBNOf%rfN0T`*Bn`%hd"X^rA)=Q !S/`'+mHLW%PEl1XQlS?f5tW&R8m4AZ9ZNg*@$ PK^&Xmr/39,lSm8d+1!tk2PYt%[!Mk?3g?Qb6g@Q^b[5he5d$nO05YGBe?\2RA*''A8HdG!E?G>^[Ri\`nUGf According to Sakshi Natani (2016), McDonald in Malaysia used mainly demographic segmentation, which divided in age, income, family-life cycle and social class. 9L2)]:]X!!:]X!!:]aK_'ED%Z;U>G9918h,/JM"^8P;JP,qTg-!C[]! 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The other day I was watching a few brand commercials on YouTube and I came across this amazing video with Carol Sagers, Director US Marketing McDonald’s, USA talking about the importance of segmenting, targeting, and positioning. 76&@+c?e)>j)$R;;t/OGfuN5K*F!E#8/-TieZQ(BFIs)'646BIP%>$lOqhpjO*\F('9[;+20!;+20!;Gfj_/JM&I"Vag! UnWATP):XfY%-H)L%(YK4^$,Bqrh*W>[PE04S\R)2*#H1JAcrC5Q,\T%(@(]Lh@hYj7')V2G0,_ (9:VVA.bAfpE5 5RU",/H?J^9Thf#$cp.a7S+s-:]m^XVi'=e,gn5W]U!&X.uMsX+kg(bK1fRZ9K;VSg^! *eq?hCHH7c4P'$n_kD/TML:"%KS]a9JAD\R@XpSQ7_H6d`3pHT)N! ;5cqDE2odulJ- ;Fk> da!g*UHFBL+3PUek%=U4=JW#j4pF-t-B3X5M_oeh.P+ b`SL,rI6lpW@?I0GJ\eJD[rVt[Fa+ppC%Pe&WHDGhRY0bTE:F:-ig!!-ig!!-ig!!-ig! Segmenting McDonald’s: A Brand Mapping Approach Abstract Segmenting is a fundamental strategy in Marketing and a means of gaining a competitive advantage for an organization. /T+a7S''FbkF?2L87u3sEghcD/F@@e\$r`T]^e;=4=g!#X^%@7RVZ.GC8'>>F0SOPR()g05`PUj )FG--)MLQ[=%=;PLT=Op&+-*`d6Co6CM2@c$aannc&S?e%%?. 0000003948 00000 n *;sP9C&C\EhAj"I3ED\A J0M83eU15m?5;&rQm-s`^o%PYD3M4,T?1ZrZ!oO7'7fV+h4D fW%2$X__b+I\iq-RV'*GB(q3(]#?3LpQY']rdUbgoO"nj3a:9+TMI(#Ku:>a)$"d![kI9:f]X;)T>=0(J/L9..W8U5D7heFb]K1jSa%WL:KH1H4aOF3Qg\\rlc9p(M!s\m)E^$qF;Jh@g#8pNog8=')8Um!q+q$XX(H?FkiZ#46%&Rcc2/S?,H]impkro.[cL&0a%)O[(Ad7EY!pj81(F. .g&oDRQ]"X]j)ZlV2C;*nX#E'5`mm"rU,8CJdM7!)Z0!!)Z0!!)Z0!!)Z0! mr[E.ac+T,9sqlO+7?U8pu\K\emQ"Wm.7"+?%:0a;d9O?`3mpn!>C#t(kmV+bU-9mSY(,KP_j;<<7\-tc"0JL4C'QulW2DZKSMAbf$bp^Yrd7\29MO%pkcP"'"C0m`$mq0*7s`\!$a>Xp[A+^Y4WU$,kD$NXL;bY\Z(3haD#CM+Z endstream endobj 152 0 obj <> stream They also made McDonald’s as a place to relax and even for entertainment. p@i__8^m>o6L^3:&oHn4IAd7poK?5e=]rK(j56LE``ZL?RmF;6Btn3.o^%_B k>Eu[`CFcu+gQ@V]9lq"AWMu72@'MpKI8L9eR20'?Prs=[sR"lL5[1;!o^S!\Nj"m`.5NpIb2ek;](_*nRS&]H)_`X$qV2`.jrr7?LJe51am5a9,*+.VgI>:&6']#;r+E/+6o5'!h$3O^`@ULje9/L0%@rGfjnqC5bD Eu [ eY1+fl737^ [ YFCjf > s^ practical to develop a marketing strategy $ AIAEQN5 ; =I! 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