Case Study: Burger King

2233 words - 9 pages

Contents
1. How Burger King will deliver value for their customers…………………………………….……2
2. Burger King’s marketing orientation…………………………………………………………………….
3. Decision making process……………………………………………………………………………………
4. The marketing environment……………………………………………………………………………….
4.1 Micro and Market environment: Burger King………………………………………………
4.2 Macro environment: Burger King……………………………………………………..……….
5. References………………………………………………………………………………………………………..

Question 1
How Burger King will deliver value for their customers.
Burger King delivers value to their customers through their products, prices, and place and promotion strategies - (“BK doesn’t just promise value, they actually deliver value”). Burger king has been in existence for 60 years and is growing rapidly in many other countries. Burger King delivers quality, great tasting food which satisfies ones need or wants and captures the value of customers even before the first purchase is made. Burger King has products very unique from other competitors such as KFC and McDonalds. The difference is that Burger King does not limit their customers in terms of what they eat. For example, when I spoke to a customer also big fan of Burger King, he mentioned that the sauces are left public for the customer to decide on which sauce to have rather than giving the customer one kind of sauce such as McDonalds and KFC. The cold beverage is also self-help service in which customers can help themselves to a bottomless drink. This way the customer feels free to choose what satisfies the need or want.
Burger King adds value through the good quality products served. What the customers perceives is what the customer gets and sometimes more than what the customer perceived. In terms of the food served, they deliver value because of the utility value associated with it. People often want to eat something that will have a long lasting effect. In terms of the service, Burger King opens up at the time most people prefer to have a good meal. In terms of service, Burger King should improve customer relationships and ensure the employees are trained to give good quality service.
Burger King has prices that suit most income levels. With the good food go the great prices. They give customers value for money.
Burger King is situated centrally. People in the surrounding area can access the store easily and even people travelling by public transport can access the store. They are in a busy surrounding and safe environment. Burger King is located in an area suited for this type of business. Passer-by people are able to stop at Burger King any-time.
Burger King promotes their business in a passive way. They do not use aggressive target sales techniques. Customers value this because

Question 2
Burger King’s marketing orientation
Looking at Burger King and the way they operate, the societal marketing orientation as well as the marketing concept best fit Burger King’s marketing...

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