Final answer:
McCafé targets cosmopolitan consumers seeking quality coffee with convenience. The marketing strategy should emphasize product differentiation, competitive pricing, strategic distribution, and effective promotion. This strategy leverages the global presence of McDonald's while catering to local tastes and preferences.
Step-by-step explanation:
Target Customer Segment and Need for McCafé
The target customer segment for McCafé appears to be cosmopolitan consumers who appreciate a more upscale coffee experience combined with the convenience and familiarity of the McDonald's brand. This segment likely includes young professionals, students, and urban dwellers who are looking for an affordable yet quality coffee beverage and a comfortable environment to enjoy it in. McCafé satisfies the customer need for a quick service coffee shop that offers a variety of coffee beverages and pastries in an accessible and comfortable setting.
Marketing Strategy for McCafé
An appropriate marketing strategy for McCafé involves focusing on product differentiation, competitive pricing, strategic distribution, and effective promotion. The product strategy should emphasize the quality and variety of coffee blends and pastries, highlighting any unique offerings. Pricing must be competitive to attract customers who may otherwise visit established coffeehouses. Distribution should leverage McDonald's extensive global presence, utilizing existing spaces within or adjacent to McDonald's restaurants to offer convenience. Finally, promotion should highlight McCafé as a premium coffeehouse experience combined with the efficiency and value proposition of McDonald's, using digital marketing, loyalty programs, and local advertising to reach the target audience.