Burger King Case Study

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Prin. Of Marketing

Burger King Case Study In the fast food world the market for the consumer’s dollars is as cutthroat as in any market out there. So far McDonald’s and its golden arches have reined supreme, leaving the leftovers for the likes of Wendy’s and Burger King. After several years of steadily declining profits, and upset franchisees, Burger King decided it was time for a change, both in its approach towards it marketing structure to the way it built and supplied new locations. With this desire to change the way the world looked at Burger King, and create new interest in their products, BK introduced its “Ace-in-the-hole”, the King. It was the rebirth of a retro BK adds campaign redone for the 21st century. I’m going to look
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So, has Burger Kings strategic market planning worked? First I will look over a SWOT analysis to identify the landscape of the market and that will allow me to better analyze the effectiveness of their strategic planning. BK has several strengths that I could indentify: New Marketing Strategy, a diverse evolving menu, new more cost effective stores, and now with 3G Capital on their sidelines. Weaknesses of BK start with a large number of locations being run down and out of date as well as strong competition from competitors. Also they have been slow to change over to fat-free and Trans fat-free menu options which has hurt the company. Some opportunities on the horizon for BK stems from the expansion into international markets. They are also doing work to bring around a full change to more efficient, drive-thru locations that are cheaper and more energy efficient. “Meanwhile, new stores are smaller, reducing building costs by 20 to 25 percent, Chidsey said. They sit on a half-acre of land rather than a full acre, and have 40 or 60 seats compared to 100 or more — following studies that show only about 20 percent of customers eat inside(Assoc. Press, 2007).” All this bodes well for BK but I also want to look at several of the threats facing them. These start with a struggling economy, pressure from health conscious organizations, as well as competition from the new hybrid “fast-casual”

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