MARKETING SEGMENTATION, TARGETING AND POSITIONING OF BURGER KING

1072 Words Jun 25th, 2014 5 Pages
MARKETING ESSENTIALS (MK 43-810-05/32): INDIVIDUAL PROJECT

Marketing SEGMENTATION, Targeting and positioning of BURGER KING
Background
The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants around the world. When back to early 2004, their sales profit starting to slump. Burger King’s CEO had change their advertising agency CPB and amend their marking strategy to gain their revenue.
Market
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As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular occasion and regular user, a fast food restaurants which affordable food products that can be prepared and served within a short stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social class and working class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work.
Market Targeting
Market segmentation reveals the market-segment opportunities facing the firm. The firm now has to evaluate the various segments and decide how many and which ones to targets. A development of a marketing max which can then be directed at a particular unique segment.
Burger King are using concentrated targeting in the case, it means concentrates on serving many needs of a particular customer group. Burger King‘s advertising agency CPB advice to using The HAVE IT YOUR WAY® as the theme and begins to experiment with humorous web marketing campaigns, such as the Subservient Chicken. CPB designing a web site which allowed visitors to type in commands that a man dressed like a chicken executed. This is targeting the demographic group with young adult market, notably among young males which they do not watch