Essays on McDonald's - Target Market Segments, Service Concept, Operating Strategy, Service Delivery System Case Study

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The paper “ McDonald’ s - Target Market Segments, Service Concept, Operating Strategy, Service Delivery System” is an impressive variant of the case study on marketing. The competitive nature of the business environment has forced numerous organizations to improve the services that it gives to customers. Different organizations present different services since the operational requirements are different. For example, the services within a medical facility and different from services in a hotel setting. McDonald’ s is an organization that operates in the fast-food industry. The company has been operating for a long time and has been able to start franchises in many countries across the world.

The purpose of this report is to review McDonald’ s from the perspective of service and competitive position relative to competitors. Part ATarget Market SegmentsMcDonald’ s has targeted different market segments but has concentrated on demographic and geographical regions in making decisions (Hopkins, Hopkins & Hoffman, 2005). The teenage segment involves college and school going students who are after socializing and taking food while in groups (Combs, Ketchen, & Ireland, 2006). In addition, the geographic dimension is used in setting outlets near the targeted consumers.

Another important segment is the employees who need quick food so that they can pursue their working requirements. McDonald’ s food can be consumed at the outlet or can be takeaways (Tinnilä ,2012). The needs of these two segments are similar to some extent since the persons working were recent graduates and have not changed their behaviors completely and still prefer the takeaways and fast foods. In addition, fast foods are comparatively cheaper compared to other foods (Inbar & Tractinsky, 2012). Service ConceptIn McDonald’ s the service, the concept includes the quality of the products and the environmental conditions in the serving process (Hopkins, Hopkins & Hoffman, 2005).

The ingredients used are of high quality since they are aimed at ensuring the customers enjoy the food. The outlet including the layout and design creates an impression of cleanliness and quality services (Inbar & Tractinsky, 2012). The customers are after good quality service and the management at McDonald’ s has continued to invest in ensuring the customers’ experience is un-forgetful.

References

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Combs, J. G., Ketchen, D. J., & Ireland, R. D. (2006). Effectively managing service chain organizations. Organizational Dynamics, 35(4), 357-371.

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Hopkins, S. A., Hopkins, W. E., & Hoffman, K. D. (2005). Domestic inter-cultural service encounters: an integrated model. Managing Service Quality: An International Journal, 15(4), 329-343.

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Ryu, K., Lee, H. R., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.

Schau, H. J., Dellande, S., & Gilly, M. C. (2007). The impact of code switching on service encounters. Journal of Retailing, 83(1), 65-78.

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