Burger King Case Study - 1437 Words

Prin. Of Marketing Burger King Case Study In the fast food world the market for the consumer’s dollars is as cutthroat as in any market out there. So far McDonald’s and its golden arches have reined supreme, leaving the leftovers for the likes of Wendy’s and Burger King. After several years of steadily declining profits, and upset franchisees, Burger King decided it was time for a change, both in its approach towards it marketing structure to the way it built and supplied new locations. With this desire to change the way the world looked at Burger King, and create new interest in their products, BK introduced its â€Å"Ace-in-the-hole†, the King. It was the rebirth of a retro BK adds campaign redone for the 21st century. I’m going to look†¦show more content†¦So, has Burger Kings strategic market planning worked? First I will look over a SWOT analysis to identify the landscape of the market and that will allow me to better analyze the effectiveness of their strategic planning. BK has several strengths that I could indentify: New Marketing Strategy, a diverse evolving menu, new more cost effective stores, and now with 3G Capital on their sidelines. Weaknesses of BK start with a large number of locations being run down and out of date as well as strong competition from competitors. Also they have been slow to change over to fat-free and Trans fat-free menu options which has hurt the company. Some opportunities on the horizon for BK stems from the expansion into international markets. They are also doing work to bring around a full change to more efficient, drive-thru locations that are cheaper and more energy efficient. â€Å"Meanwhile, new stores are smaller, reducing building costs by 20 to 25 percent, Chidsey said. They sit on a half-acre of land rather than a full acre, and have 40 or 60 seats compared to 100 or more — following studies that show only about 20 percent of customers eat inside(Assoc. Press, 2007).† All t his bodes well for BK but I also want to look at several of the threats facing them. These start with a struggling economy, pressure from health conscious organizations, as well as competition from the new hybrid â€Å"fast-casual†Show MoreRelatedBurger King Case Study1295 Words   |  6 PagesBackground Burger King is a global  chain  of  hamburger  fast food restaurants  headquartered in  unincorporated  Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King,in  Jacksonville, Florida. After Insta-Burger King ran into financial difficulties in 1955, its two Miami-based franchisees,  David Edgerton  and  James McLamore, purchased the company and renamed it Burger King. Over the next half century the company would change hands four times, with its third set of ownersRead MoreEssay on Burger King Case Study958 Words   |  4 PagesCase Study #6 Burger King and Crispin 1. What are Burger King’s communication objectives for its tar-get audience? In 2004, Burger King’s CEO Brad Blum realized that in order to compete with large chains like McDonald’s and Wendy’s, the company needed to market their product in ways that their target market would perceive better. The first set of commercials that Crispin produced for BK where targeted more towards the mainstream media in a series of offbeat ads that were a takeoff on the comedyRead MoreCase Study : Burger King 1834 Words   |  8 Pages Burger King. McDonalds.Wendy’s. All of these restaurants have one thing in common: they all are apart of the fast food chain. A chain that is supported by 1 of 4 Americans each day. Americans. The ones who say â€Å"filing my taxes are easier than doing taxes.† Although this statement is sad, it is true. It is very challenging to eat healthy by the way we run our lives. Not to mention it is nearly impossible to go into a grocery store and find a true well balanced meal without spending an hour inRead MoreCa se Study : Burger King V. Rudzewicz919 Words   |  4 Pages LAW 501 Session 1 Case Study Brian Rusche Colorado Christian University â€Æ' LAW 501 Session 1 Case Study Burger King v. Rudzewicz This case determined whether personal jurisdiction applied to a franchisee of Burger King restaurants, whose headquarters was in Miami, Florida, when the franchisee and his restaurant were in Drayton Plains, Michigan. The Supreme Court found that personal jurisdiction did apply, holding that â€Å"Jurisdiction is proper, however, where the contacts proximately result fromRead MoreCase Study : Burger King s Promotion1091 Words   |  5 PagesPromotion Burger King promotes their products by sending out direct mailers every month with discount coupons to one of their target market, which are young adults and low-income families. The mailers advertise â€Å"Over $70 dollars in savings†. â€Å"One of the coupons in the mailer offers two Whoppers, two small french fries, and two small drinks for $ 8.99† (BK mailer , 2016). These deals are so good that their target market the young adult and low-income families can afford to eat at Burger King restaurantsRead MoreBurger King1185 Words   |  5 PagesCase Study: Burger King Beefs Up By Janet Mosha Burger King is the world’s largest chain of flame-broiled fast food restaurants. Its core competency is its flame-broiled burgers; whereas other fast food hamburger joints serve fried burgers or no burgers at all, Burger King offers the unique flame-broiled burgers with any options that a customer might like, consumers have the benefit of having a burger they cannot find elsewhere. Initially Burger King only sold burgers, fries, shakes, and sodas;Read MoreFast Food Case Study Iscom/471 Essay938 Words   |  4 PagesFast Food Case Study Burger King and McDonalds’ are two different fast food restaurants that both serve hamburger and fries, in a fast and friendly environment that is affordable. McDonalds, serves the notorious quarter pounder, while Burger Kings claim to fame is the charbroiled Whopper, both of which will be compared. The customer expectations, process of production, and the effectiveness are the factors in which separate these two, and recommendations after the case study will be prepared. Read MoreMARKETING SEGMENTATION, TARGETING AND POSITIONING OF BURGER KING1072 Words   |  5 PagesSEGMENTATION, Targeting and positioning of BURGER KING Background The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants around the world. When back toRead MoreBurger King Marketing Essay1183 Words   |  5 Pagescompanies create value for customers and build strong customers relationships in order to capture value from customers in return, Kotler amp; Armstrong (2010). Burger King Corporation (BKC) is one of the world’s leading fast food restaurants with more than 12,170 restaurants in 76 countries throughout the world. The chain offers a range of burgers, sandwiches, salads and breakfasts, french fries, soft drinks and other food items. The company generates revenue from three sources: retail sales at companyRead MoreCustomer Service At Mcdonald s And Burger King1472 Words   |  6 PagesCUSTOMER SERVICE IN THE FAST FOOD INDUSTRY Introduction McDonald’s and Burger King are leading restaurants in the fast food industry and are both committed to delivering excellent services to the customers. In the two fast food stores, there are differences in terms of the kind of food they prepare and the services they offer in the food stores. I a privileged to dine in the two restaurants at a time and made some few observations regarding the services they offer. At McDonald’s they usually engaged