Burger King

Topics: Marketing, Hamburger, Fast food Pages: 22 (533 words) Published: December 18, 2014
Outline
2

Introduction
 Mission statement
 Vision statement
 Nature of the product
 how does burger king achieve its two fold goal
 Branding
 STP
 Service style
 Product style


Outline
3











Marketing department
Marketing techniques
Burger king's environmental internal
forces
Burger king's environmental external
forces
Burger king’s Marketing Mix
BCG Matrix
Conclusion

Introduction
4

Mission statement
5



“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. We will continue to
grow profitably and responsibly, and
provide carrier advancements
opportunities for every willing member
of our organization."

Vision statement
6



to make a difference in the communities
in which we work and live. Burger King
Corporation shares this vision and has
provided invaluable support to the HAVE
IT YOUR WAY Foundation since.

Nature of the product
7

Tangible elements
Intangible elements
Perishable
Range of
the
products

How does Burger King achieve its two fold goals?
8

Attract new customers
Promotions

New products

Keep and grow current customers
Providing best services

Coming up with New services

Branding
9




What is branding
Why is branding Important?

Segmentation & Targeting
10

Geographic
• World region
• City

Demographi
c
• Age (18-23)
• Gender
• Education

Behavioral
• Benefits
• User rates

Psychograph
ic
• Social class
• Life style
• Personality

Positioning
11



Serving high
quality, great
tasting and
affordable food.

Service style
12






Single-point service:
means service to the customers from a
single point. The customers stand in a line
till their chance comes. When their
chance comes they order what they want
on the service counters, they pay and
then they collect their food. The food is
consumed on the premises or taken away.
 

Production style
13




“cook-serve”.
The service is related to the production in
the outlet. No sooner the food is produced
than it is served to the customers. If the
time-span between production and
service is more than 10-15minutes then
the food is thrown away for the safety of
the customers. When the customer
orders, the food is being cooked and then
immediately served.

Meal experience
14

Social

Convenienc
e and time

Atmospher
e

Price

Menu

Accessibilit
y

Marketing department
15

Guest expectations
16








Fast food
Friendly and informal service
Quality food with respect to money
Variety in dishes
Complimentary gifts
Entertainment like music

Marketing techniques
17

Burger King uses many marketing techniques for
the sale of their food products:
1. Advertisements on TV
2. Pictures of the food in the menu
3. Launch new meals for low prices
4. Toys on certain meals
5. Discount at special occasion
6. Makes deals with certain stores

Burger king's environmental internal
forces
18





recycling and waste management are two
of the biggest environmental challenges
All of the beef must be Halal



Burger king's competitive philosophy is simple:
 Integrity
 Honesty
 Compliance with the law



Burger king keeps a strong relationship
with its vendors and suppliers

Burger king's environmental external forces:
19

Marketing Mix
20



Product




Price




Where market demand and the cost of producing the product
or service come together and determine the profitability or
lack of it

Place




hamburgers, cheeseburgers as well as Fries, Salads, Hash
browns, Onion rings, Coffee, Juice, Shakes, cookies and pies.  

Is the of getting the goods to market...
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