Marketing Strategy of Burger King

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Marketing Strategy of Burger King
Bahadır Bayar
1483734

Instructor: Prof. Cengiz Yılmaz

Contents

1. Marketing Strategy of Burger King……………………………………………………………………………3

2. Environmental Factors on Burger King……………………………………………………………………..3

3. Segmentation Strategy of Burger King………………………………………………………………………4

4. Positioning Strategy of Burger King……………………………………………………….………………….5

5. Brand Equity of Burger King………………………………………………………………….………………….5

6. Communication Strategy of Burger King…………………………………………………………………..6

7. Pricing Strategy of Burger King………………………………………………………………………………….7

8. Conclusion…………………………………………………………………………………………………………………7

9. References…………………………………………………………………………………………………………………8

Marketing Strategy of Burger King
Burger King, a leader in fast-food industry, was found in 1954 and now serves in 62 countries. It was never easy to sustain as a leader through all those years in such a dynamic industry and marketing success of Burger King was the key factor behind it. Marketing is a broad concept and we need to divide it into parts to examine better. Core elements of marketing are environmental factors, segmentation strategy, positioning strategy, brand equity, communication strategy and pricing strategy.

Environmental Factors on Burger King

Marketing environment is one of the basic elements that affect a firm’s marketing strategies. We can define marketing environment as forces and factors that shape a company’s ability to generate good relationships with customers. Marketing environment can be examined in two parts; microenvironment and macroenvironment. Microenvironment is basically the forces that affect a company’s ability to reach its customers, which are the company, suppliers, marketing intermediaries, customer markets, competitors and publics. When we consider microenvironment of Burger King, we firstly see the company itself, including all departments of company as each of them has an impact and a role in marketing decisions. Secondly, suppliers of Burger King are an important microenvironment factor as any problem with supplies like lack of bread or spoiled meat will cause a huge customer disappointment and ruin each effort of marketing employees of Burger King. Thirdly, people or firms which help the company distribute, promote and sell its products are marketing intermediaries. For example, PepsiCo is a marketing intermediary of Burger King as they do not just provide beverage as a supplier, they also enable a competitive advantage by a marketing support. Marketing agencies of Burger King, McGarryBowen for creative works and Coyne for public relations, and distribution firms like TAB Gıda in Turkey, are also Burger King’s marketing intermediaries. Customer markets are also a part of microenvironment and can be divided into five types according to buyers and sellers; consumer markets, business markets, government markets, international markets, and reseller markets. Competitors of Burger King, especially Mc Donald’s and Pizza Hut, are also included in microenvironment of the company as they always need to develop new marketing strategies to get ahead of its competitors in the market. Finally, publics like financial publics, media publics, government publics, citizen-action publics, local publics, general publics and internal publics are parts of microenvironment. On the other hand, macroenvironment is larger forces like demography, economy, natural forces, technology, politics and culture, which have effect on the microenvironment. Demography basically examines populations according to size, density, location, age, gender, race and occupation. These concepts have importance as Burger King arranges its market segments and targets according to them in each country. Economy, in other words purchasing power, is another aspect of macroenvironment. We can assume that the more economy grows, the more fast-food is consumed as people will afford eating...
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