Marketing Mix of Burger King

Running Head: MARKETING MIX 0
Burger King
Global Marketing Management

MARKETING MIX 1
Contents
Current Marketing mix of Burger King.....................................................................................1
Product....................................................................................................................................1
Price........................................................................................................................................2
Place.......................................................................................................................................2
Distribution.........................................................................................................................2
Layout and design of stores................................................................................................2
Store locations.....................................................................................................................2
Promotion...............................................................................................................................2
Development of marketing mix that enables BK to close the gap with McDonald’s and
distance itself from its other competitors...................................................................................3
Product....................................................................................................................................3
Price........................................................................................................................................3
Place.......................................................................................................................................3
Promotion...............................................................................................................................3
Percentage of BK’s resources allocated to the US market and international markets...............3
Conclusion..................................................................................................................................5

MARKETING MIX 2
Current Marketing mix of Burger King
Product
In the year 2015, Burger king was having only few products in its category. These were the
core products of burger king such as French fries, hamburgers, soft drinks, onion rings, and
milkshakes. There were several changes made in the sandwiches and it switched to sesame
seed bun from the plain bun. During the late 1970, it added the breakfast meal and chicken
menu in its menu. In 1980, sandwich size also changes. In 2015, burger king also offered the
traditional breakfast that includes muffin sandwiches, French toast sticks, breakfast bowls,
and breakfast sandwiches with sausage, cheese, and eggs. Over the passage of time, various
items were added in its product line. Over the years, it also started offering frappes, coffee,
ice tea, and smoothies. By the year 2015, it has started its operation in various new
international markets. Due to its expansion, it has made the changes in menu that suits the
taste of specific region. For example- pork was not served in Saudi Arabia (Miller, 2016). In
Australia, it served the burger with fried egg and some other flavour that suit the Australian
flavour.
Price
There are many changes done in the menu of burger king over the passage of time but there is
not significant changes made in the products of Burger king. Before changes, also, prices
were high and after changes also it remained the same (Leonard, 2018). Prices were
traditionally high and it maintained same in 2015. However, in the late 2014 and late 2015,
prices changes. It offered the chicken tenders in almost half of the price that resulted in the
low cost per unit in McDonald’s.
Place
Distribution
From the beginning of the company until 1992, each franchisees purchase the products from
the one-distribution centres of the company. After then, distribution purchases the product
from suppliers independently. In the year 199”created the “Restaurant Service Inc” that was
owned by the BK corporation and BK franchisees (Ferraioli, 2018). It is an independent
distribution co-operative and supply Chain Management. In the year 2015, RSI managed the
distribution of BK’s by adhering to the performance standard.