MCDONALDS IN THE PHILIPPINES: WHY IT�S ONLY SECOND BEST I. WHERE THE BRAND IS The MARKET. After experiencing a dip in profits and popularity at the start of the millennium, McDonald�s launched its �Plan to Win� initiative, which was driven by the main goal of improving the customer experience. This involved a review of their target market, now composed of the following: at the core, kids who are looking for fun, empowerment, and affiliation, and moms who want to spend time with their kids and have some time away from the responsibilities of work and home. Young adults are also part of McDonald�s primary market. In the Philippines, McDonald�s demographic market embraces everyone from four to at least 45 years of age. These people are primarily from the middle income segment. Geographically, cities and urban areas form bulk of the market where there is high demand for convenience goods like what quick service restaurants have to offer. The same psychographics of the global market apply to Filipino kids and moms. To add to this, McDonald�s also caters to people on a bu......

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