Faculty of Business Administration
The British University in Egypt
Introduction to Marketing 2
Marketing Plan
Executive Summary
Burger King which started of as a partnership organization between James Mclamore his partner David Edgerton in 1954 is now owned by a group of investors led by Texas Pacific Group, and this has been the case since 2002. Burger King does not only seek to maximize profits, but also customer satisfaction. Since it was just recently introduced in the Middle East and precisely in Egypt, one of its major objectives is to increase awareness to its new market.
Burger King started of with just one store in Miami, Florida. Today it runs over 11,000 branches and yet still seeking for more.
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Weaknesses: 1. Many consumers argue that Burger King tastes better than McDonalds, but lacks the latter 's polish, administrative strength and marketing muscle. 2. Failed advertising campaigns weren 't the only problem 's, they also had internal problems. Management lacked focus and direction and has struggled with marketing mix decisions. 3. Ads should have distinguished themselves from other ads by letting the people know that burger king isn 't just another standardized burger. 4. Burger King 's past advertising and corporate strategy failed because BK did the two biggest mistakes they could have done. First they don 't listen to the customer and second they don 't advertise their main product and maintain a target market. 5. Burger King 's prices are high compared to other competitors in the market in Egypt. 6. 90% of Chain is franchised making it harder for sweeping image changes
C. Opportunities: * International expansion, come to Egypt and other markets, such as Asia-Pacific and Indian subcontinent regional markets * Only serving a small percentage of the market, can be enlarged. * Growing dining-out market, can lead to higher sales, revenues & profits. * Believes that there are many other new ideas it’ll produce into new and existing markets.
D. Threats: 1. One major threat, as oppose to others, is McDonalds, for it is the first largest operator of fast food hamburger restaurants,
Burger King and Wendy’s are among the top fast food chains in America, but this fact doesn’t elude either chain from having their negative and positive features. Burger King is cheaper, and has a wider assortment of food than Wendy’s, which makes Burger King more desirable to many Americans. What Wendy’s lacks in diversity, and lower priced food when compared to Burger King becomes irrelevant due to the higher speed and superior quality food they offer. Both qualities of Wendy’s help to maintain equal competition between the two in the fast food market of America.
Cost is really one of the biggest differences between these two franchises. Aside from both places offering the dollar menu, their overall pricing on other items, is very different. A McDonald’s value meal can cost up to $4.00, whereas Burger King’s value meals can cost up to $6.00! Saving a few bucks by going to McDonald’s sounds a lot better than spending unnecessary amounts of money at Burger King. Just by looking at the sales difference between the two, you can see that people would agree. In 2009, Burger King’s profit dropped 10% in its second quarter, while McDonald’s sales grew a solid
Once Job Analysis is complete, the next step is to define the responsibilities of the candidate to meet the needs of the position. Job description is basically a list of the tasks required of the employee holding the particular position defined in the job analysis. A Complete job description will include level of responsibility and the expected outcome. Once these attributes are defined and documented, finding the ideal candidate will become easier and more precise.
1 a) Do you think CMG ought to consider an advertising campaign? Why or why not? If so, what should be the focus of the ads? Celebrity endorsements, the humane treatment of animals in its beef, etc…?
II) *Topic sentence 1: McDonald’s and Burger King invest a lot of money in their advertisements.
Many People may have caught them self's standing in long lines or long drive thru lines to be able to get their hands on one of these delouse burgers. Some People even wish they lived on the west coast just to be able to eat one of these famous burgers when ever they wish to. Well in 1948, Harry and Esther Snynder opened their very first IN-N-Out burger at Francisquito and Garvey in Baldwin Park. The restaurant was the first drive-thru hamburger stand in California, allowing drivers to place orders via a two-way speaker system. This was a new and unique idea, since in post-World War II California, carhops were used to take orders and serve food. After their success with they're first restaurant the Snynder's decided to open a second restaurant
Sears current corporate strategy is responsible for Sears marketing struggles. Sears isn’t a consumer focused company; they focus more on the financial aspects of their company more. The improper structure of Sears has led to their problems. The lack of customer thinking and marketing strategy has taken a devastating toll on Sears.
REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008
Overall, L'Oreal failed to realize and correct certain aspects of its line that were not in line with consumers tastes in the US. Some of the main points are stated below:
The purpose of analyzing the success story of Five Guys burger is to examine the milestones covered by Five Guys to establish the successful business in private enterprise system. The perfect business plan that Five Guys has includes drivers of change on the system, the ethical and social responsibilities that Five Guys developed towards its employees. Furthermore, a unique strategy of marketing “word of mouth” which helped Five Guys in establishing more than 1000 outlets across the nation instead of spending millions of dollar in advertisement. Overall, this case study helps how an entrepreneur
As mention before, Restaurant Brands International is a merger company that contains Burger King, a coffee shop and a restaurant called Tim Hortons. Since it was a merger that occurred in 2014, there isn’t much info for the company; however, since Burger King has been almost as old as McDonalds so much of the info will come from Burger King. Burger King is practically the same as McDonalds created in 1950s yet a few years later after its competitor was born. The main difference of how it was created was that Burger King started off like a stove and that name of the stove was named Insta-Boiler.
Burger King has external stakeholders and internal stakeholders that are part of its success. The company sells its products in its 13,000 outlets in 79 countries worldwide. Its global sales in the year 2014 were $23 billion. High sales have enabled the company to be sustainable. The company also partners with financiers to help fund acquisitions such as $9.4 billion debt financing agreements with JP Morgan and Wells
The three restaurants are succeeding in their value propositioning. What set Burger King apart from their competition is that they
1. Competitors – As there are many other restaurants who are trying very hard to compete with McDonalds like KFC, Burger King, and Burger Fuel etc. They are also serving people with same kind of services like McDonalds and burger king is really giving a tough competition to McDonalds at the moment.
• What measures could Burger King do to dethrone McDonald’s as well as hold off the challenge of a number of other chains that were growing in size and competitive power?