Description

University of Surrey

Hospitality Services Marketing

INDIVIDUAL REPORT ASSIGNMENT

• Marketing specialist topics for your consideration (choose only ONE):

1. Elaborate on how marketers address a certain stage of the consumer decision process with regards to information provision (choose 1-2 stages only!)
2. Market segmentation AND/OR positioning （but focus on one area is better)
3. Branding

• Second, choose ONE organization from the hospitality industry for which you can find enough background information (e.g., academic articles, industry reports, news articles, videos).
• Third, critically discuss literature and apply the literature discussed to the hospitality organization chosen.

In your assignment, you should draw on theoretical material available and show evidence of wide reading. Critical thinking and evidence of your own thoughts on the subject is expected. Thorough referencing and a full, professionally presented list of references are essential

• For specific see the handbook

Summary:

• Use of Literature and Theory 30%
• Critically Analyse and Integration of Ideas 30%
• Organisational Structure 20%
• Constructive and Innovative 10%
• Presentation 10%

 

Solution

1.0 Introduction

In the business world, target marketing involves dividing the entire market into subgroups and

then concentrating the marketing efforts into the segments with the highest potential of creating

more sales. As Reid and Bojanic (2009) explain, market segmentation is one of the three steps

involved in the target marketing. Market segmentation is a marketing strategy where the market

is subdivided into smaller groups comprising of consumers who share various similarities among

themselves (Morritt & Weinstein, 2012). McDonald is one of the largest fast food companies

with over 31,000 restaurants across the world. It serves about forty seven million customers daily

with its annual sales estimated at over $50 billion (McDonalds Corp, 2013). McDonald has had

huge success globally with over 50% of its restaurants located outside the United States

(McDonalds Corp, 2013). This report examines the market segmentation strategies at

McDonalds by analyzing the approaches it uses as well as the major bases for segmentation that

it has adopted.

2.0 Literature Review

2.1 The concept of market segmentation

Every organization should appreciate the fact that customers have different requirements and

therefore they should tailor make their products to suit their different needs. Kotler and

Armstrong (2013, p. 24), define market segmentation as “the subdividing of a market into

distinct and increasingly homogeneous subgroups of customer, where any subgroup can

conceivably be selects as a target market to be met with a distinct marketing mix.” The marketers

divide the total market into homogeneous segments with similar characteristics. These………………

 

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