Marketing Mix: Burger King's Steakhouse Burger

Good Essays
Topics: Marketing
GAC012 Assessment Event 3: Project-written report

Marketing Mix for Burger King Steakhouse Burger

Student’s Name: Angie Wang
Student ID: YTHS24638
Teacher: Zack Phillips
Due Date: 13th December 2013
Word Count: 1,166
Table of Content
Executive Summary 1
Introduction 1
Methods 2
Findings 2
Discussion 4
Conclusions and Recommendations 5
Reference List 6
Appendix A 7
Appendix B 8
Appendix C 9

Executive Summary
This report aimed to analyze the marketing mix for Burger King Steakhouse Burger (BKSB), and recommend some constructive ideas for the product to be at its best position of market. The major competitor, McDonald’s Big Mac’s (MDBM), as well as BKSB’s marketing mix data came from secondary sources, and through interview and questionnaires as a primary source for further comments and redevelopment. Findings through SWOT Analysis and 4Ps showed that MDBM took advantages in marketing mode and notability, while BKSB was better in product quality and freshness of brand. Products, places, prices, and promotions were included in two possible Marketing Mixes for BKSB. Finally, a more beneficial marketing mix would be recommended.
Introduction
This report focuses on the marketing mix of Burger King Steakhouse Burger (BKSB) in order to analyze a proper way of generalizing this product.
BKSB is newly arrival, which is different from traditional burgers Chinese people usually have. As a common category of food, this special product targets its market on people who love chasing freshness. In this market segment, the key success factors are senses of creativity and innovation in product development. From my point of view, my motivation of choosing this product is that BKSB roundly represents the enterprise culture of Burger King, which aims at adapting products to the changing society.
As effective ways of analyzing existing details of a business, SWOT Analysis and the 4Ps were used in this report. SWOT Analysis, which

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