Contents 1. How Burger King will deliver value for their customers…………………………………….……2 2. Burger King’s marketing orientation……………………………………………………………………. 3. Decision making process…………………………………………………………………………………… 4. The marketing environment………………………………………………………………………………. 4.1 Micro and Market environment: Burger King……………………………………………… 4.2 Macro environment: Burger King……………………………………………………..………. 5. References……………………………………………………………………………………………………….. Question 1 How Burger King will deliver value for their customers. Burger King delivers value to their customers through their products, prices, and place and promotion strategies - (“BK doesn’t just promise value, they actually deliver value”). Burger king has been in existence for 60 years and is growing rapidly in many other countries. Burger King delivers quality, great tasting food which satisfies ones need or wants and captures the value of customers even before the first purchase is made. Burger King has products very unique from other competitors such as KFC and McDonalds. The difference is that Burger King does not limit their customers in terms of what they eat. For example, when I spoke to a customer also big fan of Burger King, he mentioned that the sauces are left public for the customer to decide on which sauce to have rather than giving the customer one kind of sauce such as McDonalds and KFC. The cold beverage is also self-help service in which customers can help themselves to a bottomless drink. This way the customer feels free to choose what satisfies the need or want. Burger King adds value through the good quality products served. What the customers perceives is what the customer gets and sometimes more than what the custome... ... middle of paper ... ...ica the demographics had to be taken into account. Burger King is a fast food restaurant that is suitable for all ages, races, religion, culture etc. unless a consumers feels different about it. Burger King also suits most consumers’ pockets and taste preferences. They do have a range of food such as chicken and beef which satisfies most consumers. Burger King is situated close to their competitors such as MacDonald’s and other food restaurants. They are fairly new in South Africa had gained much of the market share. They have to maintain their service in order to maintain their share of the market and to increase it. There is no middleman within Burger King. Consumers can go directly to the Burger King store and purchase whatever they desire. Burger King suppliers are Works Cited http://www.bk.com/en/us/company-info/about-bk.html www.burgerking.co.za
...rted In-N-Out Burger where their philosophy was simple “Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment.”
There are hundreds of thousands of Burger Kings across the United States, and they all have cheap food. For one person, Burger King can cost as low as a dollar before taxes if that person eats off of the dollar menu. However, since the food is so cheap, it is not as good quality. It also does not taste as good as more quality food. Instead, the meat is a low grade and often contains fillers to lower the price of the meat (Sporleder and Goldsmith). The staff is often paid a very low wage, and they are not very friendly. The restaurant offers a cheap fast food joint atmosphere, followed by an aroma of French fries, fryers, and grease. Burger King, like many fast food restaurants, has meals that appeal to children, along with play rooms kids can have fun in. This is so they can appeal more to families, generating more
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
How and why has Wendy’s changed over time to become the restaurant it is today? Wendy’s is a quick serve, fast food burger chain, and is famous for their square patty, fresh, never frozen hamburgers. They are also well known for their catchy advertising and slogan’s. Wendy’s became the restaurant it is today through rapid expansion, the addition of new menu items, and incorporating creative advertising, all while never losing its identity of producing the freshest products with the freshest ingredients.
Customer loyalty is another competitive advantage. Trader Joe’s doesn’t provide membership card to the customer, however customer still would like to choose Trader Joe’s just because of this
The fast-food industry is changing everyday. There are new products being introduced in the market and new slogans being created. The companies in the fast-food industry will do their best to make the greater burger, and to make bigger and better fries.
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
One of Burger King’s most important strengths is its strong market position. It is the second largest fast food chain in the world, trailing McDonald’s. There are 11,550 stores in 71 different countries. Its geographic diversification is a competitive advantage. Burger King’s slogan, “HAVE IT YOUR WAY,” and its’ famous “WHOPPER” brand are very recognized by all consumers. These two campaigns were created in the 70s and have stuck around ever since. Talking some numbers, between 2006 and 2008, the chain’s profitability increased from $170 million to $354 million. In 2010, $2.5 billion was expected to be made and Burger King was able to reach just those projections.
Fast food chains use value pricing. This type of pricing is how much the customer thinks an item on the menu is worth. Basically what this means is customers see price as a primary indicator of a product’s value. Value pricing happens when a company increases a product’s benefits while either maintaining or decreasing the price. A great example of value pricing in McDonald’s is the ability to “super-size” drinks and fries. The value of the drink or fries is increased because a customer can get substantially more of the item for a fraction more of the
When it comes to fast food restaurants like Mcdonald 's and Burger King, people tend to wonder if they 're more similar or different. Each restaurant has qualities that separate them from another, but yet there are also many ways they 're similar, too. These two restaurants have been around forever and do a very big business around the world. Their greasy burgers, fries, ice cream, etc., are tasty treats to many americans that they can 't go a day without. They 're so focused on the food that they probably aren 't wondering what I am, what are the similarities and differences between Mcdonald 's and Burger King?
CHANGING PREFRECE depended vastly on the fast food manus. For example we can mention about SALAD. Now salad was never considered as a part of fast food menu. But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald have introduced SALAD into their menus. This preference is not stopping only with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and chan...
McDonalds provide high quality products, such as burgers, fries, drinks, muffins, etc, which are safe and reliable that it does what it is supposed to do, but not only does the quality of the products matter, the good value for money affects the business. E.g. buy one extra value meal and get one free with a food voucher that represents the offer only. They ensure that a high standard of the product is carried out at all times and they try to compete very competitively with other fast food businesses with their good value for money. Also a customer would know if the product is good value for money by checking in another food outlet like KFC for their services and products.
McDonald's also focuses on the perception of value within it line of products and therefore takes care to price its menu items accordingly. Different products are priced differently depending on which target audience those items appeal to most. An extensive value menu is an essential part of any fast-food menu in recent years. The prices and products within the value menu can prove to be areas that will make or break a fast-food companies' year depending on the competitions value menus.
For future trend and growing in this industry, understanding market trend and meet customer needs is very important. Innovation in using technology to automate process can drive food industry to better growth such as using robots. Continuously create unique products to attract customer, expertise strong branding and strategy marketing trend. Strongly adopted by KFC as KFC won marketing excellence award in year 2014 and has become one of the top players in the industry. KFC will continue to expand and create an excellent result with strategy business plan in future
Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.