Describe how segmentation can be an effective tool for global market research and how it might be used to effectively identify a segment and target it.

The purpose of this assignment is to explore segmentation as well as primary and secondary sources.
Part 1: Imagine you were just hired by McDonald’s. As the marketing manager, select a product that you want to bring to Mexico. Using the “Defining Generational Cohorts for Marketing in Mexico” article, choose three segments and complete the “STP Model Worksheet” document.
Part 2: Your boss has asked you to present your rationale to the senior team. In 500-700 words, explain your reasoning in an executive summary. This document will also function as a leave-behind document that your team can review after the meeting. Be sure to include the following:
Describe how segmentation can be an effective tool for global market research and how it might be used to effectively identify a segment and target it.
Compare the pros and cons of using secondary sources, such as the “chosen article title” versus collecting your own primary research when segmenting a global market segment.

Last Completed Projects