Essay about Burger King Marketing Analysis

:: 5 Works Cited
Length: 1062 words (3 double-spaced pages)
Rating: Purple      
Open Document
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.
Burger King uses a dispersed configuration for day to day operations as the majority of their restaurants are franchises with local suppliers. Yet Burger King Headquarters uses a concentrated configuration for marketing and development of products, as well as pricing. This centralization of marketing assists all franchises worldwide and provides the greatest value for the company, but the direction of available products and pricing has proven detrimental to the overall success of the firm. An article on describes the failure of the $1 double cheese burger to stimulate sales and how a number of franchisees filed lawsuits against the headquarters due to being forced to sell the double cheese burger at less than cost in order to boost revenues for the headquarters and shareholders and not the franchisees.
By choosing to expand into markets later than other fast food restaurants Burger King hopes to avoid the problems of developing infrastructure and establishing a market base. For instance, by following McDonalds into Brazil, Burger King avoided the need to develop the infrastructure and mark...

... middle of paper ...


Chakravarty, C. (2007). Burger King Likely to Adopt Franchise Model in India. The Economic Times, retrieved from: 05/news/28458380_1_burger-king-restaurants-key-franchisees

Associated Press. (2011). Burger King falls to 1Q loss, sales drop 8 percent. Retrieved from:

Christine, B. (2001). Burger King Webidodes aim for Whopper of Laughs. Direct Marketing News, retrieved from:

Daniels, J. D., Radebaugh, L. H., and Sullivan, D. P., (2011). International Business: Environments and Operations. Prentice Hall, Upper Saddle River, New Jersey.

Click the button above to view the complete essay, speech, term paper, or research paper

This essay is 100% guaranteed.

Title Length Color Rating  
Burger King: Selling Whoppers in Japan Essay - This particular case is about the implementation of the popular fast-food chain, Burger King, into the Japanese market. Despite its’ strong market position in other countries, Burger King has some difficulties to face within the Japanese market. In this report, my team and I will analyze Burger King’s current situation and problems and suggest alternatives. The situation at hand is Burger King’s downfalls within the competitive Japanese market. Burger King faces tremendous competition. McDonald’s controls half of the entire fast-food market in Japan having 2,000 outlets and generating $2.5 billion in sales....   [tags: burger king, whoppers, fast food] 1384 words
(4 pages)
Strong Essays [preview]
Essay about An Analysis of Burger King - An Analysis of Burger King Burger King is a reliable burger company which has had its ups and downs. In 1974, it came out with a slogan of "Have it your way" and at this time it also had a 4 % market share. Burger King's idea was to have the customer have their burger done their way rather than a standard burger. In the early 80's Burger King was trying to keep sales growing so they had to keep changing their advertising. In 1982 "Battle of the burgers" and "Aren't you hungry for a Burger king now?" were the slogans used....   [tags: Business Management Studies] 1651 words
(4.7 pages)
Strong Essays [preview]
Essay about Burger King External Analysis - BURGER KING Team Members: Table of Content 1. Executive summary 2. Introduction. 1. Brief History. 2. Burger King Egypt. 2. Mission. 3. Forces Driving Industry Competition: 1. Determinates of entry. 1. Economies of scale. 2. Product differentiation. 3. Capital requirements. 4. Cost advantages. 2. Determinates of Supplier Power. 1. Switching cost of suppliers. 2. Impact of inputs on cost or differentiation. 3. Determinates of Buyer Power. 1. Bargaining leverage. a. Buyer switching cost....   [tags: Strategic Management] 1678 words
(4.8 pages)
Powerful Essays [preview]
Comparing McDonalds and Burger King Essay example - Comparing McDonalds and Burger King 1.0 Executive Summary This report examines how the fast-food service industry uses consumer behaviour principles and techniques to influence consumers. It explores the actions and observes the practices undertaken by the two most prominent players of this particular industry, namely McDonalds Corporation and Burger King Corporation. Using past and present research and statistics, this reports offers a complete analysis of consumer reaction to advertisements and products, the meaning underlying decision-making, emotions and lifestyles of consumer in this industry....   [tags: Papers] 2486 words
(7.1 pages)
Powerful Essays [preview]
Customer Centrality in McDonalds’s Marketing Essay examples - Customer Centrality in McDonalds’s Marketing McCarthy (1978) defines the classic model of 4Ps, including product, price, place, promotion. Well, Cowell (1994) suggests two other Ps, people and process, and Boom and Binter (cited by Donnelly, and George, 1981) add a further P, physical evidence. We can analyze what McDonald’s has done in the aspects of marketing mix to be customer centrality....   [tags: McDonalds Marketing Analysis Business] 1988 words
(5.7 pages)
Strong Essays [preview]
Burger King's SWOT Analysis Essay - Planning is interpreted as the setting of goals and deciding how to achieve them. It also means dealing with uncertainty by formulating future courses of action to achieve specified results. The focus of this paper will be on Burger King, which is the second largest fast food restaurant chain in the US. Burger King Corporation was founded by James McLamore and David Edgerton in 1954 in Miami, Florida. Burger king is known for serving a high-quality, great-tasting, and affordable food. The purpose of each organization is to achieve its goals....   [tags: Burger King, Setting Goals]
:: 7 Works Cited
2082 words
(5.9 pages)
Strong Essays [preview]
The Chicken Coop Case Analysis Essays - The Chicken Coop Case Analysis Problem Statement Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. Decline in sales For the first time ever, the "Coop" is experiencing a decline in sales by 6% in 20 of 76 "Coop" restaurants even though the overall growth rate was steady for the chain. These same stores were carrying about 32% of the company's retail sales....   [tags: Business Strategy Analysis] 1661 words
(4.7 pages)
Powerful Essays [preview]
Swot Analysis Of Mcdonald's Vs. Burger King Essay - The McDonald brothers' first restaurant, founded in 1937 in a parking lot just east of Pasadena, Calif., didn't serve hamburgers. It had no playground and no Happy Meals. The most popular item on the menu was the hot dog, and most people ate it sitting on an outdoor stool or in their cherished new autos while being served by teenage carhops. That model was a smashing success--for about a decade. Then America's tastes began to change, and the Golden Arches changed with them. As cars lost some of their romance, indoor restaurants took over....   [tags: McDonalds Business Compare Burger King] 1362 words
(3.9 pages)
Strong Essays [preview]
Burger King Essay - Burger King Loosens Up Summary Burger King is the second largest fast food restaurant chain in the world behind McDonald's. Bought in 1967 by the Pillsbury Company, Burger King has tried many different advertising schemes to pass McDonalds. Moreover, Burger King went through eight presidents and six chairmen in hopes of catching the industry leader throughout the 70's. By the mid-80's Burger King and Pillsbury were having culture problems. Pillsbury believed in a more conservative work environment well, Burger King elected to use a loose highflying approach to their work place....   [tags: GCSE Business Marketing Coursework] 1201 words
(3.4 pages)
Strong Essays [preview]
Forms of Industrial Organization Essay examples - Forms of Industrial Organization Consumers are faced with making decisions about which product to buy every day. Unless consumers have a personal preference on which product to buy, they tend to base their buying decisions on price. Manufacturers control pricing based on supply and demand, but there are other factors which come into play when companies decide how much money to charge consumers. The presence of monopolies, oligopolies, monopolistic competitions, and perfect competitions allow manufacturers to manage pricing accordingly....   [tags: Business Marketing Strategies Analysis] 1593 words
(4.6 pages)
Strong Essays [preview]