Verified answer

Customer segmentation can be done on many characteristics. The easiest is based on demographics: age, marriage status, profession, household income, number of children, location...etc.

They can also be combined to yield a different segment. For example, "soccer mom" segment could be described as being females between age of 25 to 45 who has at least one child in school.

Other non-demographic characteristics could also be used such as "foodies/gourmet" who is into fine dining and wines.

The way to justify your statement should be based on DAMAS:

D - Differential: it must respond differently to a different marketing mix

A - Actionable: you must have a product for this segment to be accured

M - Measurable: size and purchasing power can be measured

A - Accessible: it must be possible to reach it efficiently

S - Substantial: the segment has to be large and profitable enough

I recommend:

1) Think through why you are looking to segment the customer. The segmentation has to be chosen based on the question you are asking about the company, and not always the standard "ages 12 to 18", "ages 18 to 22" type of segments.

2) Once you have the segments, the most painful thing is to look for statistical information for the segment such as the size of the segment. You may need to start with some US census data and then use assumptions to narrow down the size of the market.

Good luck!

Just Be!

You should do some back ground checking but at a glance you can identify various segments such as the age group of kids whom they target with their kids meal etc. You can find out the market segments with the various meals they have on offer and promotions and deals!

You can find company details from their official site……

http://www.mcdonalds.com/

For further info visit……….

http://en.wikipedia.org/wiki/McDonald's

Hope these are useful!