its nearest competitor Burger King. BRW states industry estimates, the six biggest fast-food restaurant groups (McDonalds, KFC, Pizza Hut, Burger King, Red Rooster and Domino’s) have a combined market share of about 42% in Australia – or about $3.1 billion of the total fast-food market. McDonalds is Australia’s biggest fast-food chain with 22% market share. (Lloyd: 1999) According to the latest global results for McDonalds released on 19/10/2000, it reports that the system wide sales have increased &% for the quarter. The system wide sales represent sales by company-operated, franchised and affiliated restaurants. McDonalds system wide sales as at September 30, 2000 is 30,256 million in comparison to Burger King sales of 11,150 million.4.2Market SegmentsMarket segmentation and targeting form the core of modern marketing strategy, it enables companies to be more efficient and effective by focusing on the segments that they can satisfy best. Targeting also benefits consumers as companies reach specific groups of consumer with offers carefully tailored to satisfy their needs (Baker, 1999:302)McDonalds and Burger King are similar in that they both practice undifferentiated and concentrated marketing strategy to obtain their target markets. Both Corporations share similar target markets. These include families, couples, singles, children, professionals, tradespersons and especially the youth market.4.3Consumer Needs and MotivationIn this extremely competitive and volatile industry, consumer needs and wants are ever changing. ‘Assessing consumer needs and wants, and then determining a program which can satisfy them is vital to successful marketing. (McColl-Kennedy & Kiel, 2000:11)McDonalds and Burger King acknowledge this and thus are always developing new products and strategies to meet the demands of the consumer. The current needs and motivation for the consumers in the fast-food industry includes:Healthier ...
