...explore the marketing mix of Burger King and create some recommendations in order for the company to make use of its marketing mix to its advantage. The marketing mix of the company is traced through research with the mostly secondary data, and some primary data in order to gather facts and provide for the analysis. However, due to limitations such as access to hard market data through formal quantitative and qualitative researches, the analysis may not be the most accurate representation of the market. This limits the analysis to most market data available from secondary sources. After the marketing mix has been determined, the applicability of the marketing planning process to the company’s operation is described. This will benefit the company in the strategic sense in order for it to either secure or push to a higher position. Finally, recommendations have been made in order to provide the company some options in order to facilitate growth by changing the combination of the elements in the marketing mix, and create a competitive advantage tailored to its chosen target market. IV. Body A. Methodology The scope of this business report is to describe the marketing mix of the company Burger King from primary and secondary resources in order to make an accurate analysis for their marketing planning process. By knowing the current marketing mix of the company, recommendations can be provided in order to boost growth for the company by manipulating the marketing mix. This...
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...should be"), and then (3) highlighting the gaps that exist and need to be filled. Gap analysis forces a company to reflect on who it is and ask who they want to be in the future. Where is your company now? Burger King Holdings, Inc. was founded in 1953. Burger King is the world's number 2 hamburger chains after McDonalds. By the early 2000s Burger King is a little left behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of consumers agree that it meals taste better than McDonald ones but it doesn't have the excellent perception created the administrative power and the aggressive marketing of his main by concurrent. It was freed in 2002 from Diageo the number one in wine and spirit drinks, which owned it since 1997, after a merger with Guinness. Although owned by Texas Pacific Group for US$2.26 billion, it recovered its latitudes of the sixties. The number 2 in hamburger fast food came back progressively in the fight with McDonalds. Since 2004 their performance constantly increased. In their intensive marketing campaign it targeted particularly core young male market. Advertising Age estimated global measured advertising expenditure of US$356m in 2007; making Burger King the world’s number 95 advertisers. Burger King in Malaysia came in December 1997. To date, there are 20restaurants in Malaysia. Look out for more outlets in the near future. There are currently, 3...
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...Dawn Bunting Increasing Burger King's Sales Through the Use of More Effective Marketing Strategies Marketing 201W Feedback To: Burger King's Marketing Department From: Dawn Bunting As marketers we know that wherever there is a Burger King restaurant, down the block we see a Mcdonald's restaurant—Burger King's biggest competitor. With the economy in a slump and “eating healthy” as the new trend, Mcdonald's isn't the only competitor. Subways, the “brown paper bag” lunch, 7-Elevens, and even vending machines have taken a large portion of Burger King's potential customers. Therefore, the challenge that Burger King faces is retaining its target market group and luring in other types of consumers, in order to hold its ground, while its competition tries to do the same (DataMonitor, 2010). The most notable problem, among the many that are to be mentioned here, is the current trends with its target market—18 to 34 year-old males. According to Mintel Reports, as of 2007, men, ages 18 to 24, spend 7.3% of their income on “food away from home” and men, ages 25 to 34, spend 6.0%—percentages that seem relatively high when compared to older males (Mintel Reports, 2007). Although the numbers seem pretty favorable, Burger King fails to cater to, and focus, on women. Studies have shown that fast food is one of the four most frequently purchased items by women, ages 18 to 34 (Mintel Reports, 2008). Furthermore, studies have shown that 70% of all women made...
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...Burger King’s History – Burger King was founded in 1954 in Miami, Florida. The corporation was initiated by James McLamore and David Edgerton. Prior to starting Burger King James and David had been deeply involved in the restaurant business. Their main idea for the restaurant was center around a place that people would come to and get the best quality food. They also wanted the experience to be in a pleasant atmosphere. Burger King operates more than 12,000 restaurants in all 50 states and in 76 countries worldwide. About 10,800 of those restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. Below is their mission statement. Burger King’s Mission Statement – “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization." GAP Analysis: Where is your company now? Burger King Holdings, inc. was been founded in 1953. Burger King is the world'snumber 2 hamburger chains after McDonalds. By the early 2000s Burger King is a littleleft behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of...
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...Burger King Clint C. Commander MKT/421 February 25, 2014 Rick Wirth Burger King Burger King is a fast food burger company that has had its good and bad days. 1974 produces a slogan now known as “Have it your way.” At this time with a 4% share of the market, they were getting blown out of the water. Burger King's new ideas to have the consumer have their burger done the way they want it, rather than a run of the mill burger. Early on in the 1980's Burger King had to consistently change their advertising strategy in order to keep growing. In 1982 "Battle of the burgers" and "Aren't you hungry for a Burger king now?” such slogans were used to drive sales. In 1983 "Broiling vs. frying" and 1985 "The big switch". These ads through the years helped to drive market shares from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was used by Burger King about an individual that has never had a whopper before, this sales strategy was purported to drive market share by 10% but the reality of the situation was that the shares only rose by 1%. In 1986-1987 "this is a burger king town" and "best food for fast times" drew a good amount of attention to the company. In 1988 "We do it like you do it" was often utilized however after a year they produced two new sayings that caused great customer confusion. In 1989 "Sometimes you gotta break the rules" and "BK tee vee" with MTV and Dan Cortese with "I love this place". This was a large backslide for Burger King because people on the go and...
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...Burger King Corporation Company Profile Reference Code: F8CC90C1-1A3C-499B-BB52-A2604879F62C Publication Date: Aug 2007 www.datamonitor.com Datamonitor Europe Charles House 108-110 Finchley Road London NW3 5JJ United Kingdom t: +44 20 7675 7000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Americas 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Germany Kastor & Pollux Platz der Einheit 1 60327 Frankfurt Deutschland t: +49 69 97503 119 f: +49 69 97503 320 e: deinfo@datamonitor.com Datamonitor Asia-Pacific Room 2413-18, 24/F Shui On Centre 6-8 Harbour Road Hong Kong t: +852 2520 1177 f: +852 2520 1165 e: hkinfo@datamonitor.com Datamonitor Japan Aoyama Palacio Tower 11F 3-6-7 Kita Aoyama Minato-ku Tokyo 107 0061 Japan t: +813 5778 7532 f: +813 5778 7537 e: jpinfo@datamonitor.com ABOUT DATAMONITOR Datamonitor plc is a premium business information company specializing in industry analysis. We help our clients, 5000 of the world's leading companies, to address complex strategic issues. Through our proprietary databases and wealth of expertise, we provide clients with unbiased expert analysis and in-depth forecasts for six industry sectors: Automotive, Consumer Markets, Energy, Financial Services, Healthcare and Technology. Datamonitor maintains its headquarters in London and has regional offices in New York, Frankfurt, Hong Kong and Japan. Datamonitor's premium reports are based...
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...Question 1: What are Burger King's communication objectives for its target audience? Whenever any company aims at success, it ought to plan for every step to reach its objectives. However, if it fails in setting its plan, it will be like a boat sailing without sails in the middle of the ocean. Therefore, it is paramount to every marketing success to develop marketing communication objectives. Now, having said this, what are BK's marketing communication objectives? Before discussing BK's communication objectives behind its marketing campaigns, let us point some significant terms that are mainly considered as major promotion tools, "advertising", "sales promotion" and "public relations". From the origin of these terms, we can define what marketing communication involves. First, introducing the product or service and pushing it forward, then encouraging the purchase of this product or service, building good relations with the company's public by obtaining favorable publicity, and finally building up a good corporate image and a profitable customer relationship. In our case, since marketing communication is the most visible element of the marketing campaign and apparently the most crucial one, BK and after awarding the management of its marketing campaigns to Crispin, has given these marketing elements a vast significance in an attempt to achieve its objectives. These objectives are derived from the marketing objectives that are usually stated in terms of sales percentage, profitability...
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...Burger King: Promoting a Food Fight Questions: 1. What are Burger King’s communication objectives for its targeted audience? 2. With its focus on the “super fan” does BK risk alienating other customers? What are the implications of this? 3. Why is viral or buzz marketing effective? Analyze the design of the Subservient Chicken Web site’s message, including content, structure, and format. What can you conclude from this analysis? 4. Do the TV and viral elements of BK’s campaigns work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign? 5. What other recommendations would you make to BK and Crispin to help them improve the integration of Burger King’s promotion mix? Answers: 1. Burger King’s communication objectives is to reconnect with the super fan customer, which is known to be composed of young men, in order to increase sales and make more profit. Managing to do so is the key to increase company shares value and satisfaction of the shareholders. In order to achieve this goal, Burger King plans on communicating products and promotions to customers, and to remind them that their favorite burger comes from the King. 2. Of course, focusing on a smaller targeted audience in the marketing strategies does induce a risk of alienating customers who are out of this audience. The implications is that BK will get fewer new clients that are not young males, and more young, hungry males that come more often to eat...
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...Burger King: Promoting a Food Fight What are Burger King’s communication objectives for its target audience? Burger King’s CEO Brad Blum said that he wanted to develop “ground-breaking, next level, results-oriented, and innovative advertising that strongly connects without our core customers.” In response to declining market share to McDonalds and Wendy’s, BK needed a different direction in how it communicates with their customers. They chose an ad agency that can help them to generate buzz via unorthodox methods that their main target audience of younger males can connect with. They were able to reach their objectives. With its focus on the “super fan,” does BK risk alienating other customers? What are the implications of this? There is always risk of alienating customers when you do not focus your communications methods to specifically target them. However, in 2003 BK found itself in a situation where they were alienating their main customers by not focusing on them, the “super fan.” Since the “super fan” accounts for more than fifty percent of total sales, it made a lot of sense for BK to attempt to get back into good standing with this segment of the population. People tend to visit restaurants in groups and BK knows this. Therefore, by attracting their biggest fans back to the stores they are in turn also attracting their family and friends whom they share a meal with. By focusing on a more targeted audience to advertise...
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...Marketing Plan Teresa Bowie University of Phoenix Marketing MKT/421 Tracy Coomes October 2, 2012 Marketing Plan: Phase II Introduction Subway is a growing business with the strength of motivating the world to healthy eating. So how do we identify the segmentation criteria that will affect their target market selection? To understand the effect on the segmentation criteria the key is to identify the target market of the business. In order for the market to achieve their goals, they must follow the step of researching the target market. Describe the organizational buyers and consumers of the new services “the reward system” and the factors that influence their purchasing decisions. Factor will discuss how their involvement will affect the marketing strategy along with analyzing current competitors and define the competitive landscape for the service of the “reward system”. The segmentation criteria Market segmentation is common marketing processes that entail separating a large audience into distinctive segments with consumers who have similar needs or wants. This process identifies targeted marketing segments, so companies can use discretely the marketing mix approach for the most profitable markets. These processes build marketing investments and allow the investments to be more efficient. Detailed criterion is helpful in targeting...
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...experience in the restaurant business in the past. In 1954 the first Burger King was open to the public in Miami, Florida (www.burgerking.ca/en/1122/index.php). By developing the first Burger King, James McLamore and David Edgerton had given the community a comfortable environment to eat inside of the restaurant, because the restaurant was the first fast food business to offer people the option of dining in the restaurant or going to the drive thru(www.burgerking.ca). With McDonalds being the largest fast food chain in the world, Burger King rates as the second largest hamburger fast food restaurant in the world, with Wendy’s following right behind it (Armstrong/Kotler, 450). Burger King came to be the second largest hamburger fast food chain in the world with a total amount of sales at $7.9 billion in the year of 2003, falling behind McDonalds with their sales being $22.1 billion (Armstrong/Kotler, 450). Burger King’s most popular product, the Original Whopper Sandwich was introduced to the world in 1957. The Whopper became a huge success and is still a world known sandwich that has a perfect fire-grilled taste (www.burgerking.ca/en/1121/index.php). This tasty hamburger was created to satisfy their customer so that any one as customer can have their food their own way which relates to their slogan "Have it your way", created in 1974. They state that their vision is to "proudly serve the best burgers in the business, plus a variety of real authentic foods....all freshly...
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...gained experience in the restaurant business in the past. In 1954 the first Burger King was open to the public in Miami, Florida (www.burgerking.ca/en/1122/index.php). By developing the first Burger King, James McLamore and David Edgerton had given the community a comfortable environment to eat inside of the restaurant, because the restaurant was the first fast food business to offer people the option of dining in the restaurant or going to the drive thru(www.burgerking.ca). With McDonalds being the largest fast food chain in the world, Burger King rates as the second largest hamburger fast food restaurant in the world, with Wendy’s following right behind it (Armstrong/Kotler, 450). Burger King came to be the second largest hamburger fast food chain in the world with a total amount of sales at $7.9 billion in the year of 2003, falling behind McDonalds with their sales being $22.1 billion (Armstrong/Kotler, 450). Burger King’s most popular product, the Original Whopper Sandwich was introduced to the world in 1957. The Whopper became a huge success and is still a world known sandwich that has a perfect fire-grilled taste (www.burgerking.ca/en/1121/index.php). This tasty hamburger was created to satisfy their customer so that any one as customer can have their food their own way which relates to their slogan "Have it your way", created in 1974. They state that their vision is to "proudly serve the best burgers in the business, plus a variety of real authentic foods....all freshly prepared...
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...Burger King: Promoting a Food Fight In this presentation, we are going to discuss the promotional campaign of Burger King Cooperation created by the advertising agency Crispin Porter + Bogusky during the years 2004-2009. Before getting into the details of this campaign, let’s take a brief look at the company’s profile. Burger King is the world's #2 hamburger chain after Mc Donald. It opened its first restaurant in Miami 1954; ever since, the company has been continuously growing to become a symbolic American brand. The remarkable success it has gained, allowed franchise to be over 13000 outlets in more than 79 countries worldwide as of the end of the fiscal year 2013. Burger King has of course become known for the Whopper first introduced in 1957 and which has quickly became one of the best-known burgers in the world. Mission statement: Their mission statement is presented on their website in these words: “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization” In their mission statement, BK founders commit to offer a dining experience that stands out among competitors’ services. Objectives: Burger King’s campaign objectives...
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...Burger King: Promoting a Food Fight In this presentation, we are going to discuss the promotional campaign of Burger King Cooperation created by the advertising agency Crispin Porter + Bogusky during the years 2004-2009. Before getting into the details of this campaign, let’s take a brief look at the company’s profile. Burger King is the world's #2 hamburger chain after Mc Donald. It opened its first restaurant in Miami 1954; ever since, the company has been continuously growing to become a symbolic American brand. The remarkable success it has gained, allowed franchise to be over 13000 outlets in more than 79 countries worldwide as of the end of the fiscal year 2013. Burger King has of course become known for the Whopper first introduced in 1957 and which has quickly became one of the best-known burgers in the world. Mission statement: Their mission statement is presented on their website in these words: “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization” In their mission statement, BK founders commit to offer a dining experience that stands out among competitors’ services. Objectives: Burger King’s campaign objectives...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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