Marketing Plan: Phase II Target market is a fairly homogeneous (similar) group of customers to whom a company wishes to appeal (Basic Marketing – McGraw – Hill Irwin 18th Ed, 2011). Businesses or organization usually have a choice among possible target market although they aim at specific targets. There are different basic ways to develop market-oriented strategies using the combiners, and segmenters’ approach for specific target which, are single target market approach, multiple target market approach, and combined target market approach. These approach will identify segments of the demography which include; family life-cycle, gender, age, income and nationality. As an organization which, mission and value is to be their customers’ favorite place and way to eat and drink; with the introduction of a new product (The McBrunch) on the menu, the target market will include youths, and lower to middle class family. Because of the similarity of customer attitudes, needs, buying behavior, and the nature of competition among other business with similar products, a well design target market approach is required. The target market approach will enable the company to create a new product that satisfies customers’ need such as value meal, and fast-service meal. McDonald is a company that offers proper combination, and good quality food and services at a reasonable price. McDonald is one of the most popular and valuable brand in the fast food industry with an outlets of over 30,000 local restaurants in 118 countries around the globe, and still growing. Applying their unique marketing mix concept that is people, product, price, place, and promotion (5 Ps) is simply the foundation of their success. McDonald has implemented successfully a brilliant idea by targeting families with children by introducing the “Happy Meal” accompanied with exciting toys for children at a