The company advertises online and on TV and print media.
In addition, Burger King uses sales promotions in the form of coupons and other offers through its website and mobile app. In applying public relations, the Burger King McLamore Foundation gives scholarships and financial assistance for educational programs, thereby also effectively promoting and strengthening the Burger King brand.
The company successfully combines various promotion tactics to address this component of the marketing mix. In this component of the marketing mix, appropriate pricing of products is considered.
SWOT analysis of Burger king - Burger King SWOT analysis
Burger King uses market-oriented pricing strategy as its primary approach to pricing. This pricing strategy involves setting prices based on prevailing market conditions, including supply and demand conditions as well as the pricing of competing firms. For example, customers can buy value meals and kids meals at bundle prices that are more affordable than buying food items separately.
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Skip to content. Burger King products served at one of its Hong Kong restaurants. Photo: Public Domain Burger King uses its marketing mix 4Ps as a response to the dynamic and saturated condition of the global quick service restaurant industry. Some analysts felt that Burger King may have cannibalized its existing sales by putting too much emphasis on value meals where there will be one price for a mix of foods offering such as cheeseburger, fries and a glass of coke.
Essay about Burger King's SWOT Analysis
The high expenses Internationally, Burger King also has to compete with small fast food restaurants who offered similar menus but with local taste. Concerns about personal and family health fuel the trend toward healthier living, contribute to the declination of the sales of some menus such as Steakhouse XT burger. This issue has putting pressure on restaurants to offer healthier menu items.
Burger King is the 2 nd largest fast food hamburger restaurant chain in the world as measured by the total number of restaurants and system-wide sales. High percentage of franchise restaurants provides Burger King with a strategic advantage because the capital required to grow and maintain the Burger King system is funded primarily by franchisees. Burger King had a long term exclusive contracts with Coca Cola and with Dr.
Burger King generate revenues from three sources: 1 retail sales at company restaurants; and 2 franchise revenues, consisting primarily of royalties based on a percentage of sales reported by franchise restaurants; and 3 property income derive from leased properties to franchisees.
Burger King planned to focus its expansion strategy on 1 countries with growth potential where they have already established; and 2 countries with potential where the company had a small presence; and 3 attractive new markets ie Asia and Middle East. Burger King should take advantage of the current situation where people are more concern on their health by offering and introducing products with healthy elements.
Swot Analysis Of Mcdonald's Vs. Burger King Essay
As the exclusive long-term partner with Coca Cola, Burger King could leverage on Coca Cola stronger brand image internationally by organizing joint marketing programmes and promotion. These failures may result in declining profits. The industry has low entry barrier, making it saturated with numbers of fast food restaurants with similar products offering. What Burger King needs is probably a new marketing campaign that focus on the demands of the current market. The new marketing campaign must also be supported with products that clearly provide a mix of healthy ingredients.
The marketing campaign must be able to reach certain target group for certain products. At times like this where the community are more concerns on their health; they will think more of their family and protection against having high calories food.
In short, Burger King must be able to create a product that caters the community concerns and needs. Through its constant ownership changes, any chance of these powerful teams being established was negated.
What Burger King needs is a stability in leadership, who can articulate clear vision of the company and compelling picture of a future condition that the staff and franchisees feel committed to achieve. In order to strengthen its presence internationally, Burger King must be ready to venture into the other part of the world that has high potential such as Asia , Middle East and Eastern Europe.
US market is almost saturated and the competition is quite stiff.
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