Marketing Mix and Customer Driven Strategy of Burger King

This report discusses the marketing mix and customer driven strategy of Burger King, including product strategy, pricing strategy, place, and promotional strategy. It also covers the Ansoff matrix and growth strategy, as well as issues faced by the company and how they were resolved.

BUSINESS
ENVIRONMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Mix ............................................................................................................................3
BCG Matrix ................................................................................................................................5
Marketing developing strategies..................................................................................................6
Customer driven strategy ............................................................................................................7
Conclusion:.....................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plan is known as document that helps organization in dealing the external and internal
issues present in business environment. Along with this, it acts as a guideline for the company in
order to achieve organizational goals in limited frame of time. Moreover, the present report is
based on Burger King which is one of the famous company in food and beverages industry and
cover large area of market internationally. In addition to this, it will discuss about issues faced by
the organization such as management issues, marketing, product problem. The study will further
discuss about marketing mix and customer driven strategy used by company as well as marketing
tactic.
SMART Objectives:
Specific: To serve their customer with best meal services and maximize their profit by 10%.
Measurable: To achieve a 25% increase compared to last year.
Achievable: To improve the performance of 2021 with increase through new customer.
Reliable: Profit is the engine that drives performance of firm.
Time: Increase the sales of firm in 6 months.
MAIN BODY
Marketing Mix
Marketing strategy of Burger King analyses the brand with marketing mix framework that
covers 4 P’s like product, price, place and promotion (Mahmoud, 2018). Along with this, there
are various tactic that is used by company such as product innovation, pricing approach,
promotion planning. Burger king marketing strategy helps the brand to position itself in the
market as it helps in achieving business goal and objectives.
Product strategy:
It is one of the most leading fast food chain that offers burger based meal for every age group.
The menu of the company is very wide and it offer burger, fries, beverage and milkshake as well
as there are two categories like veg and non – veg (Donndelinger and Ferguson, 2020).
Although sides beverages add value to burgers and the company has also added salad, veggies as
well as diet conscious consumer. Furthermore, Burger King has also focused on dessert category
like milkshakes, (Oreo, Cookies and Ice cream). It has introduced value meals for kids in which
combo’s packs are offered to them and meal pack is available for adults. Burger Kings managed
their operations in effective manner by maintain the quality of the product offering in its

marketing mix in the global market. In addition to this, it serves product like burger, chicken
and fish, beverages, sweets, sides and salads. Although the organization serve 15 million
customers daily that contributes in increasing the sales of organization.
Pricing strategy:
The company price is set according to market behavior and demand as well as competitors. The
main competition of burger king is Mc Donald’s so it is essential for company to set the better
quality of the product at affordable price (Al Badi, 2018). Although operational cost is one of
the most important challenge that need to be maintained to set the pricing strategy of company.
Moreover, value added meals and beverages are ways to generate more revenue for Burger King.
The minimum price the company sell burger is from $1 to 10 and it also gives combo meals with
multiple beverages, fries and burger. It also offers discount on big festival as well as on online
platform in order to attract customer and to increase the sales of company. Moreover, the price
need to be set according to competitor as customer tend to purchase more when the price of the
product is lower.
Place:
The company has strong supply chain network in local as well as global market area. The
headquarter of company is located in Florida, US and it’s all operations have been distributed
region wise. Although the suppliers of burger beverages and desserts are decided on the basis of
quality it has been offering (Mahmoud, 2018). The company is very much focused on providing
the good quality of food material so all the raw material has to go throw quality check. It has
setup their food outlets in big and famous cities so that it can attract large customer. It mainly
targets metropolitan cities and urban market for the sale of their products as well as it as highest
number of stores in US and have presence across USA, Europe and Asia. It has also developed
physical stores through online website and mobile application for increasing the customers reach
for getting order and raising revenues.
Promotional strategy:
Burger King applies various ways to market their products through advertisements in print media
like newspaper, magazines and hoarding (Blut, Teller and Floh, 2018). Although the food
content is more focused on making use of advertisement strategy in order to build awareness in
the market area. In addition to this, it also organizes or sponsor different events to reach more
customer as well as it offers more value added menu for the main meal and it is one of the best

strategy for attracting consumer. Moreover, it also makes use of social media marketing like
Instagram, Facebook, Twitter for sharing content on their page as it is one of the most common
tools used by customer in order to gather information. Although the organization distribute
discount coupons during the first visit that help in generating customer base (Thabit and Raewf,
2018). In addition to this, customer analytics helps Burger King to strategized its marketing to
reach the targeted consumer that contributes in increasing the sales of firm. For building the
awareness the organization has also collaborated with online food delivery company and it helps
in enhancing sales of the company. It also advertises their company details through using
traditional method like making use of newspaper and Pham plates.
BCG Matrix
BCG matrix is the growth matrix which the organization which the company used to determine
the position of the product and services of the organisation in order to improve the market share
of the company. In context to the burger company similarly used this plans of action in
effectiveness well as efficient manner. Basically the BCG matrix is bifurcated into four elements
which are mentioned as follows:
star: it involve those products which are having high growth market and consist of high market
share in the company. The burger king has whopper Burgers which have high growth market
share and contributing largely in obtaining the profit from the domestic as well as international
marketplace. Due to higher demand or the growth rate the organization is able to generate
revenue from different marketplace. In context to that the organization is keep increasing the
quality of the product and services to serve the consumer effectively (Morgan and et.al., 2019)
. Franchise of the association is having high growth and market share in the different
marketplace.
Cash cow: this element indicates that the product or the services involve in the cash flow is
having high market share but low growth rate in the marketplace. Basically the product of the
company is having high market rate but the competitive advantages of that product is decreasing
day by date. The international food strategies and supply management services having high
market share which is approx 30 percent. The growth rate is lower because the taste and
preferences of the consumer is shifting and their buying behaviour is changing. In order to
improve the growth rate of the services the organisation need to improve the services and invest

capital in it. In context to that the organization has the opportunity to implement different plans
of action in adequate manner (Sheth, 2021)
Question mark: it consist of high growth and low market share which includes the local foods
the organization is offering. The local food has low market share in the marketplace as the
buying preference of the customer are shifting from local food. Due to that the market share are
declining. For improving the market share the company need to bring the innovative plans of
action in an appropriate manner. Apart from that the organization is not able to approach in the
various areas so the company is not able to target the potential customers.
Dog( low growth and low market share) : due to some of the marketing strategies the
organization is facing the downfall in growth rate and market share. One of the main reason is
that the organization is utilizing the plastic bags . In order to increase the growth rate and market
share the company need to consider the environmental issues in effective as well as efficient
manner . The organization need to divert the product and focused on the eco friendly
productivity. Due to that the company is able to increase the brand value (Li, Larimo and
Leonidou, 2021).
Marketing developing strategies
Ansoff matrix
the Ansoff matrix is consist of the four elements which are mentioned as follows:
Market penetration: the organization using this element for increase the growth of the
company in effective as well as efficient manner. In context to that the organisation will open
the new restaurant in the current domestic as well as international marketplace. Due to that the
company is able to that the company is able to increase the market share in adequate manner.
Basically the aim of the organisation of using this element is to increase the profit and generate
income from the potential customer available in the marketplace. In context to that the
organisation bring the creativity and innovate the product in a way that attract large numbers of
the customers. For the growth development the organisation expend the network and open more
franchises in the current marketplace.
Market development: it is considered as the another growth strategy that the organization will
use for obtaining higher growth from the marketplace. As per this model the organization will
enter the new market and introduce the product and services in effective as well as efficient

manner (Ali and Anwar, 2021) . For offering the product the company will target the new
potential customer who willing to spend money for satisfying their needs and wants adequately.
In order to that the organification conduct market research and determine the suitable area for
providing the effective services and increase the brand value. For attracting the large numbers
of the customer the organisation offer the product at lower prices as compare to the competitors
available in the marketplace. It is one of the effective plans of action for creating impression on
the minds of people. For the better productivity the company bring the innovative operation
within the company. It deliver huge support to the people.
Product development: for accomplishing the aim band objective of the organization the
company will offer new commodity in same marketplace. The idea of bringing the new product
in the productivity of the organisation is to address the changing taste and preferences of the
customer and foll the new market trends in appropriate manner(Goncharova and et.al., 2019).. It
deliver assistance in updating the menu and bring the changes in the organisation in the current
period of time it is important to bring the changes for boosting the sales of the association.
Diversification: it is consider as the last approach or the element of Ansoff matrix in which the
organisation enter into new marketplace with the new product and services. The burger
company will determine the taste and preferences of the consumer of the new countries customer
and offer the food which are highly preferable by the local people. This will deliver huge
support in delivering the valuable product to the customers. Furthermore with the assistance of
that the company is able to acquire higher profit and satisfy large numbers of the customers.
For the further growth the organisation deliver the values to the consumer along with the new
products (Olson and et.al., 2018).
Customer driven strategy
For increasing the value of the organization the company will use the customer driven strategy
in an appropriate manner. It is consider as one of the effective strategies due to which the
organization is able to deliver right product to the right customers in order to satisfy their needs
and wants in effective ans well as efficient manner. The organisation used this strategy for
improving the brand image in domestic as well as international marketplace. In context to that
the company will offer wide range of the product and services as per their taste and preferences
in adequate manner. It deliver assistance in improving the experiences of the customer in
profitable manner. For the further growth the organization determine the capability of the

individual person and their spending power for utilizing the services which the company is
offering to the customers (Vieira and et.al., 2019).
For that the organization will allow the customer to deliver the feedbacks to the organization
that can be positive as well as negative. Due to that the company is able to improve the services
and productivity of the company. In the current period of time it is important for the association
it is important to address the issues of the consumer. In context to resolve issues of the
consumer in adequate manner the organization will utilize the technology which include
digitalization. With the assistance of digital media the company will resolve the problems of the
customers in sort period time. Furthermore the organization provide the alternative to the
customer in order to enhance their experience. It deliver Hugh support in increasing the sales of
the company and obtain the growth in the marketplace (Amelia, Salamah and Sofyan, 2019).
Along with that the company deliver the quality product to the customer with the motive of
satiating them rather than generating profit form the market only. The customer driven strategy
is the essential element for the organisation in order to develop better business relationship with
the consumer that allow the organisation to survive in the marketplace. For the further growth the
organization deliver transparency and build trust with the people why sharing value and reliable
information with them. Due to that the company is able to improve the brand image in the
domestic as well as international marketplace and obtain long term success in the marketplace.
For increasing the customers the organization offer various rewards bonuses to the potential
customer that deliver support in defeating the competitors (Samiee and Chirapanda, 2019).
Conclusion:
From the above report it has been concluded that there were some issues faced by Burger King
which was related to management and product. The study has also summarized about marketing
mix in which strategy related to product, price, place and promotion has been described and the
way it has contributed in improving overall growth of company. In addition to this, the report has
also depicted about Ansoff matrix and growth strategy in order to expand the business in the
market area. Lastly, the report has also summarized about customer driven strategy and it has
evaluated about segmentation, targeting and positioning.

REFERENCES
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