Marketing Strategy of Burger King

Powerful Essays
Topics: Marketing, Brand
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



References: 1) Kotler, Phillip and Armstrong, Gary (2006), Principles of Marketing (Version 11/E). Pearson Education Inc. New Jersey 2) http://www.mediacatonline.com/Home/HaberDetay?haberid=52942 3) http://en.wikipedia.org/wiki/Market_environment 4) http://en.wikipedia.org/wiki/Burger_King_advertising 5) http://investor.bk.com/phoenix.zhtml?c=87140&p=RssLanding&cat=news&id=1437859 6) http://www.belgeler.com/blg/f3j/social-responsibilities-of-burger-king

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