M1 & D1 - Compare the Effectiveness of the Concepts and Principles Applied to the Marketing of Products by the Two Organisations. Evaluate the Concepts and Principles Applied to the Marketing of Products by a Selected

Topics: McDonald's, Coffee, Hamburger Pages: 13 (3128 words) Published: May 10, 2013
M1 & D1 - Compare the effectiveness of the concepts and principles applied to the marketing of products by the two organisations. Evaluate the concepts and principles applied to the marketing of products by a selected organisation and make recommendations for improvement


In this task I will compare the effectiveness of the use of the marketing mix by both McDonalds and Starbucks including: • How the elements of the marketing mix are integrated and how they relate to each other • How they meet the expectations of the target customer • How the integrated marketing mix is used to support branding

Introduction to McDonald and Burger King


McDonald’s is one of the best known brands worldwide. McDonald's is the leading global foodservice retailer with more than 31,000 local restaurants serving more than 58 million people in 118 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.

Mc Donald’s serve the world some of its favourite foods - World Famous Fries, Big Mac, Quarter Pounder, Chicken Mc Nuggets and Egg Mc Muffin

Burger King

Burger king often abbreviated as BK, Burger King is a global company. The first thing that comes into your mind when hearing or reading the word Burger King is that it makes you think of a tasty Burger. Burger King is known as the kings of burgers.

Burger King has more than 12,000 outlets in 73 countries; 66% are in the United States and 90% are privately owned and operated. The company has more than 37,000 employees serving approximately 11.4 million customers daily

I will now compare their products, promotion, place and price.


The most important thing that involves in product is that Mc Donald’s and Burger King both offer a menu of items to potential customers is that there is a huge amount of choice available to those potential customers with regard to how and where they spend their money. It is important that both of these companies have a large variety of products. However customers demand’s can change over a period of time, so they have to introduce new products and phase out the old ones.

Mc Donald’s has a large amount of variation of products such as some of these are: • Big Mac
• Mc Chicken
• Hamburger
• Cheese Burger
• Double Cheese Burger
• Fish
• Fries
• Milkshake
• Cold Drinks (Coke, Fanta, Sprite etc)
• Sweet Chilli Chicken Sandwich

McDonald’s has to know when sales of products on its menu vary at different points in their product life cycle as is illustrated on the graph to the right. Graph of Mc Donald’s life cycle is shown above.

Burger King has a large amount of variation of products some of these are: • Cheese Burger
• Hamburger
• The Angus
• Bacon Double Cheese Burger
• Fries
• Cold Drinks (Pepsi, Fanta, Sprite. Etc)

As you can see both of these companies serve a very similar type of food the only difference I think between them is that Burger King mainly focuses on their burgers. They are both similar in another way because both serve their food with meals and without meals. I have tasted both of their food and I think that Burger King provides better burgers, however McDonald has one of the best fries I don’t think that there is any other company that can match their food.

1) Which company serves better Burgers?

Burger King McDonalds



In this question people where asked “Which company serves better Burgers?” I have asked 30people the result I have found is that 25 people said that Burger King serves better Burgers and only 5 people said that McDonalds serves better burgers. As you can see from this research I have found out that Burger King has better burgers than McDonalds. This is mainly because Burger King flame their burgers to make a better taste and McDonalds just make their...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Principles of Marketing Research Paper
  • Marketing Concept Essay
  • Marketing
  • Essay about Marketing and Product
  • Principles of Marketing Essay
  • Marketing Principles Essay
  • Essay about 4 Marketing Tacties41 Products A Product
  • Marketing Principle Essay

Become a StudyMode Member

Sign Up - It's Free