Direct Marketing Case study Exam ( Mcdonalds ) Essay

Direct Marketing Case acquire Exam ( Mcdonalds ) - Essay ExampleMcDonalds has been able to develop products which cater to both the instalments. However, it is in any case critical to learn that most of the UKs population is now ageing with least privilegeences for eating food like that of offered by McDonalds payable to obvious health reasons therefore Targeted segmentation may be going to compound for McDonalds. UKs population is judge to grow by 8% by 2016 however, the total proportion of pensioners i.e. old age population would cast up therefore there may be a shift in the overall demographics of the country. (The Times 100)It is also critical to note that the market segmentation of the firm is for the most part generic in nature as it attempts to capture almost every consumer in the market by offering them food products which fit into their career styles according to different criterion such as income, render, preferences, excitement etc.The purchase behavior is lar gely dominated by the increasing health consciousness of the consumers as they value health over the taste. This change in the psychographics of the consumers suggests that the trends are shifting towards consumers who prefer to have healthy food which not only fulfills their taste buds but also provide them necessary nutrition for maintaining an optimum level of health. Further, since the incidences of obesity are on rise in children too therefore there is also a general shift in the buying behaviors of the parents as due to health consciousness and improved health related education parents prefer to have healthy food for their children.Competitive SituationThere are two basis of aspiration in this industry i.e. the demographics as well as the personal income of the individuals. The competitive landscape in this segment of the market is therefore driven by the effective marketing and efficient operations. The following graph suggests the rig growth level of the food services indu stry in next few years. The growth rate are more or less constant during next five years indicating that the industry may be heading towards its maturity stage.1There are two close competitors of McDonalds in terms of size and presence in the market. KFC and Burger King Offer similar products offered by McDonalds with little or no specialization in terms of quality. However, McDonalds has largest market share followed by KFC. This traditional superiority of McDonalds has been due to its competitive good it gained over the period of time.KFC has traditional lead in Chicken market where it offers products based on its unequalled and somewhat secret chicken recipe based on 11 herbs and spices whereas Burger King has the advantage in producing products which are considered as healthy. As such both the competitors are offering products which serve a contingent niche market and focus on delivering value through the quality products i.e. products which are