CASE STUDY

Case study

Case study

Question 1

The objectives for Burger King can be most like any other business that wishes to remain profitable. Maintain brand recognition, brand loyalty, customer satisfaction, and generate new customers. Through QoS and product development and expansion these objectives are partially obtainable. Additional distribution channel (franchise) marketing and owner satisfaction will help progress the company toward these objectives. Burger King is a reliable burger company which has had its ups and downs. In 1974, it came out with a slogan of 'Have it your way' and at this time it also had a 4 % market share. Burger King's idea was to have the customer have their burger done their way rather than a standard burger. In the early 80's Burger King was trying to keep sales growing so they had to keep changing their advertising. In 1982 'Battle of the burgers' and 'Aren't you hungry for a Burger king now?' were the slogans used. In 1983 'Broiling vs. frying' and 1985 'The big switch'.

Throughout the years, BK tried to establish the market by becoming someone they weren't. I feel the ads used by BK should have been simple and to the point. This would have caused less confusion and more honesty with the customer; this is because you don't want to advertise a pizza or a taco if you're selling burgers. Other objectives BK wanted were to target teens with the MTV approach. This also failed because people found it loud and annoying. Then they tried a sit in type of restaurant, which also failed because people want a fast food low price meal not a high priced, sit down meal. Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is a good way to inform and persuade the customer. Advertising objectives are based on past decisions about the target market, positioning and target mix. There are five steps to making a major advertising decision these steps are as follows: Objective setting, Budget decisions, Message decision or media decision, and campaign evaluation. Along with these steps BK should also remember to inform, persuade, and to remind (Arnold 2001 23). These slogans and more tried to persuade the consumer. In reminding their customers BK has done a good job. They've at least expanded nationally and internationally and always have commercials everywhere with a juicy whopper on the screen, reminding the viewer that BK is the only place a whopper is made. (Kotler 2009)

Question 2

In order to increase their establishment in the market, most fast food chains open more restaurants by franchising. This is a business strategy that gives individuals the license to operate under the same trademark and method of doing business in order to increase their presence in the market. (Ward) Franchised restaurants' performance is measured by its financial capability to generate profit, a certain percentage of which is paid to the parent company. As many fast food corporations start to franchise, the market becomes ...