What exactly is the "Focus" phase?

The first step in the "FRAMEWORK" marketing model is to "Focus." In this first step, we figure out who our customers are and who our competitors are, as well as where we stand in the market. This phase is about research, and it needs to be backed up with facts. We prefer to use quantitative data, but if you don't have enough, you can also use qualitative data like focus groups, interviews, customer feedback, and online comments. Once we have all the information we need, we can start to look at it. We look at customer personas, market analysis, competitor analysis, and segmentation to learn more about our target audience, the market, and our competitors. With this information, we can come up with a market strategy that will work.

Why is the "FOCUS" phase so important?

A key part of any successful marketing plan is the "Focus" phase. It needs a thorough look at the market, McDonald's customers, and the other brands in the same space. This is the step where customer personas are made, which makes it possible to divide customers into groups with different needs and wants that are easy to spot. This phase is a must if you want to make a strategy that will work in the market, because it gives you key information that can be used to make decisions and guide how the marketing plan is put into action. By taking the time to learn about the target market and all of its different parts, the brand can come up with a plan that fits the market and gives it the best chance of success.

What is the process?

Customer Personas

Customer personas help us figure out who  McDonald's  customers are and what they need and want. Then, we make up people in our heads to figure out who McDonald's  customers are and what they want. In this step, we make a picture of who our customer is. We try to find out what they do every day and how they feel about our product. We look at what they do in order to buy something from a brand. We look at all the ways they interact with us and find ways to make their experience better.

Market Analysis

When doing a market analysis, we must look at the current state of the market, what could change it, what other companies are doing, and if there are any chances for something new. This is done by looking closely at the market, its current trends, and the many things that can affect it. We also do an analysis of the brands that already exist and the possible opportunities for new brands. This includes looking at what new products or services could be successful, how they will fit into the current market, and how they can be marketed to the right target audience. We also look at the competition and how they've been doing, as well as any risks that could come with launching a new product or service. By looking at these things, we can decide whether or not to try something new in a smart way.

Competitor Analysis

Competitor analysis is an important part of any business plan because it helps us learn more about our competitors and how they do business. By looking at their products, services, prices, and overall marketing strategy, we can find areas where they are weak that we can take advantage of. We also need to know where they are strong so we don't get too comfortable. By knowing what our competitors are doing and how they do it, we can gain a competitive edge and stay ahead of them. With competitor analysis, we can also find opportunities and market trends that we can use to our advantage.


After making customer personas, analyzing the market, and looking at our competitors, we use segmentation to get a better understanding of our customers and come up with a strategy that will work in the market. Customers are put into groups based on their attitudes, behaviors, and other traits. This helps you figure out what they need and make a plan that will meet those needs. It's important to remember that segmentation also helps find opportunities that can be used to increase market penetration and improve customer loyalty and satisfaction. By dividing customers into groups, we can come up with a good strategy that will work in the market and give customers the best possible experience.

The "Focus" phase’s outputs

  1. Who is McDonald's  customer? (Premium)
  2. Customer Personas (P)
    -Meet Michael (M)
    -Meet Karen (M)
    -Meet Emily (M)
    -Meet Samantha (M)
    -Meet John (M)
    -Meet Alex (P)
    -Meet Sarah (P)
  3. Market Analysis
  4. Competitor Analysis
  5. Segmentation

(M) = Members-only content
(P) = Public Content
(Premium) = Premium Accessible Content

*While writing this article, I got assistance from ChatGPT3 to discover information online.