Marketing mix Burger King, restaurant chain, global fast-food market, McDonald's, fast-food industry, American restaurant chain, United States, economy, politics of Burger King
Burger King, a restaurant chain known around the world, uses the marketing mix to identify the saturated situation in the global fast-food market. Indeed, with ever-increasing competition, Burger King's marketing mix aims to maximise competitiveness, especially when it comes to McDonald's, the world leader in the fast-food industry. We will carry out the Burger King marketing mix in order to know the components as well as the strategies put in place by the brand, which has helped in achieving its objectives and which may have contributed to its growth and success.
[...] Currently, Burger King owns more than 300 restaurants with more than 15,000 employees all over France. Burger King restaurants are located in many countries. Burgers, fries, drinks and desserts for all tastes and desires. B. Marketing Mix The marketing mix acts as a support for decision-making in relation to 4 main categories called the 4Ps: Product, Price, Point of sales and Promotion. The goal is to put in place a strategy that promotes marketing as well as the successful launch and sale of a product or service. [...]
[...] On the other hand, there is a second pricing strategy used by Burger King which consists of offering good deals, with classic or children's menus at unbeatable prices, especially when the customer knows that it would cost him more if the products are purchased separately. Burger King's pricing strategy primarily takes into account market conditions to set its prices. As a result, Burger King compares its prices to consumer behaviour and market demand to focus more on the quality of its products as well as on prices that must be affordable. You should know that one of the challenges in terms of pricing is the cost of the operation. Indeed, this is important when it comes to maintaining cost price in Burger King establishments. [...]
[...] Burger King Marketing Mix A. Product Burger King is a brand specializing in fast food and whose main product is hamburgers and cheeseburgers. In fact, one of its burgers called ‘the whopper' is considered a flagship product of Burger King. Present on menus since the brand's founding, which has been a remarkable success with consumers. Customers are won over by its inimitable taste, its carefully chosen quality ingredients, and its recipe that has been identical for over 60 years. However, in addition to the different recipes and ranges of hamburgers offered by Burger King, there are also menus based on chicken and fish. [...]
[...] So, to establish a relationship with its customers, or just inform them of the new offers, Burger King usually relies on advertising. Indeed, the brand is known for its creative ads and present on different channels such as television, the written press or social networks. There is also another tactic that involves offering promotions by providing coupons or other offers through its website or mobile application. Indeed, they also offer discounts on orders made on its application or, in some cases, a voucher is offered to first-time visitors to encourage the customer to revisit the website or the application a second time. [...]
[...] Apple pie, large or small milkshakes with a wide choice of flavours and toppings (chocolate, vanilla, caramel, Twix, Nutella, Lion, Oreo). There are also cakes like doughnuts, chocolate fondants and muffins. The Burger King company groups all of its products into classic or children's menus. In summary, the menus offered to customers by the brand are very varied and appeal to all age groups. Burgers, fries, hot or cold drinks, delicious desserts, there are all kinds of tempting products. Likewise, a category grouping together products for vegetarians have been made available. [...]
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