...their marketing promotions and advertising to them. First Crispin targeted the mainstream media commercial ads through the comedy series The Office; to communicate the massage that each customer could have a custom made burger. Then Crispin used another promotional mix tool which is Public Relations through creating a website and sponsoring it to promote their BK Tendercrisp. Crispin next target market ere young men, to promote their new BK product the promotion was based on a band called Coq Roq. 2- BK have their focus on their main target market which is young men which is the correct target market for Burger king as it they are the most profitable customers. However BK is risking losing other customers. 3- the viral and buzz marketing is very effective because it is very cost efficient and because the message will be communicated through the customers themselves. The Superservient Chicken website was a very efficient and didn’t cost much and it had spread awareness and knowledge. Their massage got delivered through mass media, the Internet and word of mouth where customers promote the product to each other. The massage also communicated that the man does everything he is told by typing in a text box and so does BK when customizing the burger it does it however the customer wants. The website was fun and people responded to the massage very effectively and it got viral very...
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...Fast food is currently one of the biggest businesses in the United States due to the hectic schedules that the average person has to deal with. It is often necessary to grab food on the go because there just isn’t enough time to cook at home. This is the main reason behind the tremendous success of fast food giants such as McDonalds and Burger King. McDonalds, a company formed in California to provide fast food at a high volume in a very short amount of time, is currently the industry leader. Its main competitor Burger King was formed with a different objective in mind. It was a place where you could have anything made your way in a short amount of time. The main factors driving both these companies were figuring out the best way to staff their stores and setup production lines in order to meet their volume and time goals. In doing so the store managers also had to figure out the best way to predict hourly sales figures and then use this to set up the store in an efficient manner. Burger King had a bit of a harder time dealing with these factors due to the customizable aspects of their operation. The problem that both companies encountered was the best way to staff for full efficiency and optimization while keeping costs low and structuring the food making process for maximum efficiency. The companies must come up with a track and analyze historical data. Any staggering changes in either direction in hourly sales figures will most likely lead to a long customer waiting...
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...TARGETING Burger King’s primary target customers were families where both partners were working. As the pace of American lifestyle increased, people did not find enough time to cook their meals. Because most of the fast food was quite tasty, cheap, convenient and readily available, consumers preferred them to regular meals. Even Children of up to 16 years of age played a major role and they were the secondary targets. They had the power to convince their parents to take them out to such fast food restaurants. They enjoyed specialised kids meals and were a key part of the dining experience for families. In 1990, an average of 997 commercials was aired during Saturday morning cartoon hours compared to 225 in 1987. Two thirds of these advertisements promoted candies and fast food. Also, the ‘super-size bags’ and ‘value meals’ became popular since consumers got a great quantity of food at a comparatively lesser price. Getting more for your money is ingrained in the American psyche. Consumers were getting accustomed to bigger and heartier meals as fast food was usually bundle priced i.e. a hamburger, fries and soft drink cost less if bought together than separately. SOCIETAL MARKETING? A study undertaken by “Centers for Disease Control and Prevention” in 1999 revealed that 30% of US adults who were 20 years and older (59 million people) were obese and had increased their calorie and carbohydrate intake over the past 30 years. Increase in this intake resulted in an average gain...
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...TARGETING Burger King’s primary target customers were families where both partners were working. As the pace of American lifestyle increased, people did not find enough time to cook their meals. Because most of the fast food was quite tasty, cheap, convenient and readily available, consumers preferred them to regular meals. Even Children of up to 16 years of age played a major role and they were the secondary targets. They had the power to convince their parents to take them out to such fast food restaurants. They enjoyed specialised kids meals and were a key part of the dining experience for families. In 1990, an average of 997 commercials was aired during Saturday morning cartoon hours compared to 225 in 1987. Two thirds of these advertisements promoted candies and fast food. Also, the ‘super-size bags’ and ‘value meals’ became popular since consumers got a great quantity of food at a comparatively lesser price. Getting more for your money is ingrained in the American psyche. Consumers were getting accustomed to bigger and heartier meals as fast food was usually bundle priced i.e. a hamburger, fries and soft drink cost less if bought together than separately. SOCIETAL MARKETING? A study undertaken by “Centers for Disease Control and Prevention” in 1999 revealed that 30% of US adults who were 20 years and older (59 million people) were obese and had increased their calorie and carbohydrate intake over the past 30 years. Increase in this intake resulted in an average gain...
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...Since the 1980s, several parties, including the Center for Science in the Public Interest (CSPI), the British Heart Foundation,[13] the City of New York,[14] and the Spanish government,[15] have argued that Burger King has contributed to obesity and unhealthy eating behaviors in Western nations by producing products that contain large amounts of salt, fat, trans-fat and calories.[16] After its purchase byTPG Capital from former parent company Diageo in 2002, the company introduced several large, over-sized products including its European BK XXL line,[15] the BritishAngus burger six pack,[13] the Enormous Omelet Sandwich line and the BK Stackerline.[17][18] These new offerings, and others like them, have resulted in further international scorn and negative attention due the large portion size and increased amounts of unhealthy fats and trans-fats in these items. Many consumer groups have accused Burger King and other fast food restaurant chains of failing to provide healthier alternatives.[19] A 1985 agreement with the New York city public health commissioner's office, over publication of nutritional data regarding the food it sells, helped define guidelines used by the city for the dissemination of nutritional information. In a five-month negotiation with Burger King and its then parent Grand Metropolitan PLC (now part of Diageo), the company agreed to post complete nutritional information that complied with the Federal Government's guidelines for the maximum daily recommended...
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...CASE STUDIES Burger King case study Targeting the Superfan as a means of retaining growth in the fast food market Reference Code: CSCM0246 Publication Date: April 2009 DATAMONITOR VIEW CATALYST After years of poor sales, Burger King has turned its business around and now enjoys healthy business growth. This case study looks at how the company did this by refocusing its marketing towards the Superfan, namely young adult males who have a penchant for fast food. SUMMARY • Diageo was accused of neglecting Burger King under its ownership, letting the brand fall off the radar at a time when fast food in general was reporting favorable growth. The fast food chain's fortunes began to change after it was sold to a private equity triumvirate, which set about investing in promoting the business to the devoted fast food eater. This focus was a success, leading Burger King to gain 'cool status' in many peoples' eyes and to achieve strong growth. • Burger King's focus since being sold has been in targeting the Superfan, that is the 18–35 year old male who enjoys fast food. Company marketing efforts have focused on appealing to this consumer type, using both traditional and new media as a means to gain their attention. • Burger King's marketing has often been controversial, with two 2008 efforts standing out. The Whopper Virgins documentary, in which members of remote communities were given burgers to try for the first time, was deemed offensive and patronizing, while a Facebook...
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...Fast-Food Feast Case Study (Burger King vs. Taco Bell) University of Phoenix OSC 301 – Operations Management Professor Alan Boyer September 21, 2009 Fast-Food Feast Case Study (Burger King vs. McDonalds) The research to answer the questions to this Fast-Food Feast Case Study was done abroad in two different countries. The first was Burger King on a military base in Stuttgart Germany and the other was McDonalds out on the economy in Tbilisi, Georgia. Having data from two different countries will better suit how similar and different Fast-Food joints are across the globe, even though it is from a small scale. How are in-store orders taken? Orders from both places were taken by an individual behind the counter and entered into the computer / cash register. This data was then sent back to the cooks in the back who make the burgers to start the order. Burger King however, would repeat your order to you as well as say it over the microphone to the back even though it was not a special order. McDonalds did not do this. Are the hamburgers prepared to order, or are they prepared ahead of time and delivered from a storage bin? The hamburgers at Burger King were prepared to order, however I believe this is true as it was the lunch crowd and they never had enough burgers to go around. Burger King could do much better if they would look at what is ordered everyday and be ready for the lunch bunch. Personally I have not gone to that Burger King if the lunch line is...
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...Development and Analysis of Two Mini Case Studies Taurus Parker December 18, 2012 Professor Mozinski Business412 Business Policy DeVry University Development and Analysis of Two Mini Case Studies This is a SWOT analysis of McDonald’s and Burger King, they will be followed by a cross-case analysis of the two mini case studies. The information in these cases will be based on the growth of the two companies and their sales. McDonald’s SWOT Analysis McDonald’s is the second largest food chain in the world falling short to Subway according to Forbes they are bringing in around 2.6 million in sales per store. (Forbes, 2013). Listed below is the mission statement and SWOT analysis for McDonald’s. Mission Statement - “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” (Strategic management insight, 2013). Strength: McDonald’s uses $2 billion in advertising, more than 75% of restaurants are owned by independent franchises, the franchises attract children and locally adapted food menus. McDonald’s offer free unlimited Wi-Fi throughout their franchises. McDonald’s have a wide fan base from children to the business class working man. Weakness: McDonald’s...
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...BlinkedCase Study Analysis | Sullivan UniversityMGT 510 | | Kris Lutgring | | Executive Summary While McDonald’s and Burger King have fought over a percentage of the same market share, each company has a unique strategy with which they’ve approached the market. McDonald’s aims to deliver an inexpensive, standard, quality meal with high level of uniformity both in burger structure and in delivery times. Burger King also strives for an inexpensive, quality meal, but focuses on allowing the customer a degree of flexibility in the menu – a goal reflected in their long-time slogan, “Have it your way.” This difference results in distinct objectives for each restaurant that resonate throughout their respective operations structure, affecting the cooking process, approach to customization, equipment and technology, staffing, order processing and pricing. Background: McDonald’s versus Burger King In the quick-serve restaurant industry, no two brands have waged war over customer loyalty as publicly as McDonald's and Burger King. The rivalry dates back to the mid-20th century as both companies emerged on the national scene, battling for territory and franchisees. Similarities in menu, resturant decor, and locations all set the scene for a story only America could create. Both McDonald's and Burger King exploded onto the American palette in the 1950's. McDonald's set out to change their menu operations by investing in their food quality McDonald's and Burger King started...
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...Case Study Burger King Beefs Up Global Operations Rosalind Fields Columbia Southern University Burger King Beefs Up Global Operations by Rosalind Fields February 2012 Burger King leads the world in flamebroiled fast food restaurant chains and operates in all 50 states and 74 countries and territories of the United States. Daniels, Radebaugh, & Sullivan (2011) Burger King’s official websites states that it was founded in 1954 and currently serves over 11 million guests. Known as the Home of the Whopper, the same source explains that approximately 90 percent of Burger King restaurants are owned and operated by independent franchisees. Further explanation is given to the October 2010 purchase of the company by 3G Capital. 3G Capital is described as a firm that focuses on long term value creation. (www.bk.com ) Burger King’s is known for letting customers “have it their way; its core competencies are its flamebroiled burgers and the choices that it gives to customers for their burgers. This differentiates Burger King from the competition. (Daniels, J., Radebugh, L., & Sullivan, D. 2011 p.463) The company seems to have maintained its initial chosen strategy. Daniels, Radebaugh, & Sullivan (2011) supports this by explaining that although their menu has expanded over time, Burger King has been consistent with offering its flamebroiled burger and its signature product: ...
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...Case study #1 Mc Donald’s v. Burger King Situation Internal and External Factors: Two top burger chains and the fastest growing fast-food industries are McDonald’s and Burger King. In the 1980’s, McDonald’s sales has increased 26% and Burger King’s by 11%. McDonald’s was the top leader since every product being sold was standardized. However, Burger King does not encourage customization and breakfast. The external analysis shows the companies’ opportunities and threats. McDonald’s opportunities: International Expansion, serves only 1% of the world’s population, and growing dining-out market. McDonald’s Threats: mature industry, strength of the competition, consumers that are more health-conscious, changing demographics, and the fluctuation of foreign exchange rates. The internal analysis shows the strength and weakness of a company. McDonald’s is very popular, where people worldwide are aware of their fast food chain industry. The company has 42% of the U.S. fast-food hamburger business. The food is also consistent. Most successful items: French fries, Happy Meal for the kids, Big Mac, and Egg McMuffin. Statement of the problem: The factors listed above demote Burger King to second place, because the lack of proper organization in managing fast and efficient customized orders. Due to their lack of proper training, wage, and benefits, the quality of work from the employees was low Conceptual analysis Organization theory and concepts: In order to increase profit...
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...Scholarly Activity 2 "Burger King Beefs Up Global Operations" Henry E. Jerkins Columbia Southern University International Business Professor Yvonne Balbin February 23, 2013 1 1. What is Burger King’s core competency? How does it relate to its chosen strategy? Burger King's core competency is the fact that they are the world's largest flamed-broiled fast food restaurant hands down. Simply put, Burger King's core competency means that they are more competent than their competitors when it comes to producing that type of goods and services. In addition, Burger King stands firm on its core competency of being the best at what it does when it comes to producing hamburgers and flame-broiled fast food. As a result of this strategetic move, it has positioned itself in becoming one of the markets leaders in the fast food restaurant industry. Further, it core competency is based upon its desire to set itself apart their competitors by way of differentiating their products. The differentiation of Burger Kings products are accomplished in two ways as it relates their competitors. First thing to consider is the manner in which the hamburgers are prepared, which is the flamed-broiled method. Secondly, is the various options that is afforded to the customers on how they would like to have their hamburgers prepared. The process has been the means that has allowed Burger King to become one of the market leaders in the...
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...Retail Location Analysis: A Case Study of Burger King & McDonald’s in Portage & Summit Counties, Ohio A thesis submitted to the College of Arts of Kent State University in partial fulfillment of the requirements for the degree of Masters of Arts by Niti Duggal December, 2007 Thesis written by Niti Duggal B.A. (Hons), University of Delhi, India 1996 M.A., Jawaharlal Nehru University, New Delhi, India 1998 MPhil, Jawaharlal Nehru University, New Delhi, India 2001 M.A., Kent State University, 2007 Approved by ____________________________________, Advisor Dr. Jay Lee ____________________________________, Chair, Department of Geography Dr. Jay Lee ____________________________________, Dean, College of Arts and Sciences Dr. Jerry Feezel ii Table of Contents Table of Contents ……………………………………………………………….. iii List of Maps and Figures …………………………………………….………….. v List of Tables …………………………………………………………………… viii Acknowledgments ……………………………………………………………… ix Chapter 1: Introduction …………………………………………………………..…… 1 1.1 Research Objectives ............................................................................ 2 1.2 Summary …………………………………………………..…..……. 4 2: Problem Statements ………………………………………………...……. 6 2.1 Size and Shape of the Retail Trade Area………….……………....…. 6 2.2 Summary………………………………………..………………...….. 9 3: Literature Review ………………………………………………………… 11 3.1 GIS for Business and service Sector Planning ……………………….11 3.2 GIS as a Tool for Retail Location Decisions………………………...
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...Financial Analysis of the McDonald’s Corporation MCD, NYSE (New York Stock Exchange) One McDonald's Plaza, Oak Brook, IL 60523 Map +1-630-6233000 (Phone) +1-630-6235700 (Fax) Abstract McDonald’s is the most famous and well-known fast-food company in the world. This case study examines McDonald’s from a financial standpoint. This case study will be broken down in three parts. Discussed first will be a full description of McDonald’s corporation, including its background, followed by a financial overview with comments for each financial category reviewed, the a comparison of financial ratio’s between McDonald’s and it rival Burger King derived from their 2009 and 2009 annual reports. Finally a support will be provided based off of all findings. Part One: Company Description The McDonald’s Corporation is a well-known restaurant chain that franchises and operates fast food restaurants worldwide. Reuters (2011) states that each restaurant is operated either by the Company or by franchisees. This includes conventional franchisees under franchise arrangements, and foreign affiliated markets and developmental licensees under license agreements. The company’s mission is to be our customers' favorite place and way to eat (McDonald’s, 2011). Company history McDonald’s history originates in 1940, when it started out as McDonald’s Bar-B-Que by Dic and Mac McDonald. In 1948 McDonald’s was officially founded serving only nine items, which included a 15-cent hamburger...
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...Introduction…………………………………………………………………..2 2.1 Burger King Background……………………………………………..2 2.0 Psychological factors………………………………………………………...3 2.1 Perception……………………………………………………………...3-4 2.2 Consumer learning and Memory………………………………………...5 2.2.1 Consumer Learning………………………………………………...5 2.2.2 Consumer Memory…………………………………………………6 2.3 Motivation………………………………………………………………..7 2.4 Attitude…………………………………………………………………..8 2.5 Personality……………………………………………………………9-10 3.0 Sociological factors…………………………………………………….10 3.1 Socio-culture……………………………………………………………10 3.1.1 Sub-culture………………………………………………………..11 3.1.2 Media……………………………………………………………...11 3.1.3 Family……………………………………………………………..12 4.0 Decision Making Process………………………………………………13 5.0 Conclusion…………………………………………………………………14 6.0 References…………………………………………………………………..15 1.0 Introduction Consumer behavior is a decision process and physical activity that an individual involve in obtaining, using and deposing of goods and services. In this report, it shows how psychological, sociological and marketing mix factors combine to influence customer purchase behavior and decisions of The Burger King. 1.1 Burger King Background Burger King is an American internationalization fast-food restaurant providing hamburger. Burger King has been very successful fast-food chains that provide healthy and big portion of burger. The headquartered of the Burger King Corporation is located in Florida, United States. Burger King Corporation is a very successful...
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