MARKETING ESSENTIALS (MK 43-810-05/32): INDIVIDUAL PROJECT
Marketing SEGMENTATION, Targeting and positioning of BURGERKING
The following is the analysis the segmentation, targetingpositioning of BurgerKing. BurgerKing Corporation is founded by James McLamore and David Edgerton...
the TenderGrill Sandwich’. It’s evident that of a failing product and more importantly evidence of poor marketing strategy. If burgerking used targeting properly, the product may have been more successful in a different location with different consumers. This example seems show evidence of...
identifiable • large enough too be worthwhile • How competitive is the segment?
Prerequisites for segmentation
• customer needs are heterogeneous • segments are identifiable • “This is a BurgerKing town” • “Herb the nerd doesn’t eat here”
1. Determine what consumers currently...
V. MARKET TARGETING & POSITIONING 10
A. Segmentation 10
B. Target market 12
C. Market positioning 12
VI. CONCLUSION 13
VII. References 14
This report aims to identify various factors for success in the quality take-away food market. This will be...
1. BurgerKing has their strength; it is the second well known hamburger chain
in the world. They first entered to the Japan's food industry in 1996.
At that time, there are 2 types of objective lead BK's marketing objective:
(i) Strategic thrust- BK uses existing prodcucts in a new...
being served Affordable price Simple packaging
Perceptual Map Expensive
Carl’s Junior BurgerKing Wendy’s Unhealthy Mc Donalds A&W Ninja Joe Gap Healthy
Cheap Currently, the burger and sandwiches franchised restaurant industry are providing consumers with a choice of rather unhealthy...
concern becomes one of the major weaknesses of McDonalds where many people complaint with the oily foods that are offered.
8.0 Segmentation, Targeting, Positioning
8.1 Market Segmentation
* Company overview
* External environment market
* Customers/ Segmentation
* Product Positioning
* Competitiveness in the industry
* Also, outline how you think that the company would...
knows how draw up special offer, which ads are better…
It’s a 3 step process :
1. A segment
This process is to divide the market to identify the most attractive parts to serve. It’s fundamental to analysing markets.
We can segment...
marketing mix. It is important that the detailed marketing mix is established in accordance with the desired positioning in the above step.
The following program will show more details of the stategie process.
5. Developing 4P’s program
To develop BurgerKing in Viet Nam. We have first...
which influence marketing decisions. 4
Micro environmental components 4
Macro environmental components 5
2.2 Propose segmentation criteria to be used for products in different markets. 6
2.3 Choose a targeting strategy for a selected product or service. 6
2.4 Demonstrate how buyer behavior...
. Substandard service quality
5. Unclear targeting
These major issues led to the formulation of a host of recommendations, which were
categorized into the following:
Marketing strategy (Segmentation, Targeting and Positioning)
identity by focusing on motivations for product use that had been neglected by competitors and then built business models that could support the desired positioning. The intended positioning then guided the segmentation and targeting effort.9
helpful in identifying existing across product category...
May Result in:
1. A set of high skills may be developed through specilization
2. A positive positioning strategy
* Three Approaches to Focus Strategy
1. Focusing on the product line
2. Targeting a segment
3. Targeting a limited geographic area some want to focus on...
came up with a completely new line of vegetarian items like McVeggie burger and McAlooTikki. The separation of vegetarian and non-vegetarian sections is maintained throughout the various stages.
Segmentation, Targeting and Positioning
McDonald’s uses demographic segmentation strategy with age...