它的创业战略是抓住美国经济处于发展黄金时期的五六十年代，因为工人阶级的快节奏工作需要非常方便的饮食。这种定位正确的产品有针对性地细分市场，在当时赢得了巨大的成功。值得注意的是，麦当劳的早期承诺是两个非常重要的词：快速和健康。
然而，在本世纪，麦当劳的市场板块自开始就出现了第一次失败。2002，麦当劳在第四季度首次出现亏损，损失约2亿4300万美元。另一个损失也是无法忍受的，股市跌到每股27美分，这是三十七年来的第一次惨痛经历。在2002财政年度，麦当劳的营业收入为115亿元，净利润为8亿9350万元，较2001下降45.5%。麦当劳的年度报告显示，其上一季度的亏损为2亿4380万美元，而在同一时期的2001，它的利润为2亿7190万美元。
损失发生后，麦当劳经理给出了他们的解释：管理不善。通过分析，我们可以看到一些问题在于它的市场细分。作为快餐业的一部分，麦当劳不需要特别关注市场上的细分市场，但它在各个环节都做得不好，造成了损失。在这里，我们将看看麦当劳的营销策略的成败。
传统的市场细分可以分为以下几个步骤：市场细分、目标市场和市场定位（Ailawadi等人2001）。企业的成功在于它能够通过市场细分的过程来捕捉商业机会，为生产和营销起到积极的作用。
尽管这些细分市场本身可能具有吸引力，但它们会分散企业的注意力和精力，使许多公司无法实现主要目标（科特勒1969）。例如，如果麦当劳选择老年人为主要市场，那么由于老年消费市场的规模，这不是明智的选择。这一选择意味着该公司将放弃允许麦当劳在市场上获得更大利润的其他市场。
地理分割要求公司将市场划分为不同的地理单元进行经营活动。麦当劳店作为一个国家和地区的交叉业务，其业务遍布世界各国范围内的25000家门店中。每年都花很多钱来进行区域市场研究的人群结合文化传统，然后写一份详细的市场报告（bonoma 1985）。每个国家，甚至每个地区都应该有适合当地生活方式的当地市场营销策略。该报告将包含消费者的购买态度和消费习惯，如菜品、口味和禁忌。但当提到实践时，似乎还不够。
澳洲Report代写:麦当劳McDonald's市场分析
McDonald's, as an internationally well-known trademark, it operated tremendous success to shock the world. There are many reasons for its success, such as the management, franchising strategies are familiar and relish and hope to emulate. In fact, there is a McDonald's key factor in its success, it is the early twentieth accurate and reasonable market segments. If we have a little bit deep look of McDonald's history can be found on this point: McDonald's has always been based on the market segments to make decisions. The success can be said came from the market segments and also lose in market segments. From the following analysis, we will be able to see this clear.
2. Market segment
2.1 the position of market segment in history
Its entrepreneurial start strategy is to grab the fifties and sixties when the U.S. economy was in the golden period of development because the working-class’s fast-paced work need very convenient diet. This correct positioning of products targeted market segments won a big success at that time. It is notable that McDonald's early promise is two very important words: fast and health.
However, at this century, McDonald's market segments result in its first failure since it started. In 2002, McDonald's first loss occurred in the fourth quarter, it lost around $ 243 million. Another loss is also intolerable, the stock market fell to 27 cents per share, which is its first painful experience during the thirty seven years. In 2002 financial year, McDonald's operating income was $ 11.5 billion with the net profit of $ 893.5 million which decreased 45.5 percent compared with that in 2001. McDonald's annual report indicated that its last quarter had a loss of 243.8 million in U.S. dollars, while in the same period of 2001, it had a profit of $ 271.9 million.
After the loss occurred, the McDonald's managers gave their explain: poor management. Through analysis, we can see some of the problems lies in its market segment. As a part of the fast food industry, McDonald's did not require special attention to the target market in numbers of market segments, but it was not done well in each segment, resulting in a loss. Here we will look at both success and failure of McDonald's marketing strategy.
2.2 The role of market segmentation
Traditional market segments should be divided into the following steps, market segmentation, target market and market positioning (Ailawadi et. al 2001). Business success lies in its ability to process through market segmentation to capture business opportunities for the production and marketing to play a positive role.
The role of market segment
A help select target markets and develop marketing strategies.
B is conducive to explore market opportunities and develop new markets.
C is conducive to concentrate manpower, material resources into the target market.
D help enterprises to improve economic efficiency.
.
The role of the above four aspects can enable enterprises to improve economic efficiency, which both meet the market needs and increase their income. On another hand, it will improve product quality and the economic efficiency of enterprises.
2.3 Decisions making based on market segments
From the history, McDonald's began to analyze this information to consider whether the target market selection criteria.
The fundamental of the decision making
A market segment size and growth rate.
B The key attractions in the market segment structure.
C business goals and resources.
