Marketing Segmentation 
Marketing segmentation is one of the most important strategy a company can use to sell a product to a group of specific consumers. A book definition of market segmentation is strategy that involves dividing a broad target market into subsets of consumers, businesses, or countries who have common needs and priorities, and then designing and implementing strategies to target them. These segmentations can be broken into more concentrated areas that separate by groups by culture, location, race, gender, age, and so on. The more market research that is conducted on these segmentations, the easier it is to sell to them. Companies big or small all do this. For example McDonald's has many different segmentation such as Asian, Hispanic, Black, White, Young, Mothers, Fathers, Kids, Teens, Elderly, and others. Each segment has a marketing director who is in charge in conducting marketing research and discovering trends in with the group. The better they know their consumers, the easier it is to sell to them. For example, McDonald's found out that the Asian audience prefers more variety and different flavors in their products compared to other groups. Commercials that were targeted towards Asians would have more products with different flavors such as a southwestern salads.
McDonald's commercials are not the usual commercials. McDonald's always makes an effort to include all race sin their commercials. They will usually have a black male, asia female, and hispanic male all in their early 20s or so. They are targeting young people all over the globe just by that one commercial.
McDonald's does a good job at bringing a younger audience in by having iconic cartoons in their commercials. For example the iconic minun cartoon characters were used in McDonald's commercials and even given out as toys in their happy meals. By noticing a popularity in these cartoons with young children, McDonald's made a deal with the movie studio and made a contract to both promote the movie and McDonald's all at the same time. These deals happy all the time with franchise companies.
Hours and hours of research go into market segmentation. Marketing Campaigns are all based off of the consumers. To understand a consumer one must first target the consumer, categorized one, group interest together and then try to seem appealing. There is so much that can be said just by giving your race, age, gender, and location. Companies take full advantage of these traits when trying to target certain groups. millions can be spent on this process but also millions can be potentially made off this process.
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