Development of a Mobile App for Burger King Service Staff Issues

MCM ASSIGNMENT
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BURGER KING

Table of Contents
EXECUTIVE SUMMARY................................................................................................. 2
1.0 INTRODUCTION........................................................................................................3
2.0 SITUATION ANALYSIS............................................................................................. 4
2.1 DESCRIPTION OF SERVICE PRODUCT FIRM....................................................4
2.2 MARKETING ENVIRONMENT...............................................................................5
2.3 SEGMENTATION, TARGET MARKETING AND POSITIONING STRATEGY.......7
3.1 IDENTIFICATION OF SERVICES MARKETING ISSUES.........................................9
3.1.1 PHYSICAL EVIDENCE.......................................................................................9
3.1.2 PEOPLE..............................................................................................................9
3.1.3 PROMOTION.................................................................................................... 10
3.1.4 PROCESSES.................................................................................................... 10
3.2 SUSTAINABLE MARKETING EFFORTS................................................................11
PART 2 PROPOSED DEVELOPMENT OF A MOBILE APP TO RESOLVE A SERVICE
ISSUE............................................................................................................................ 12
4.0 CONCLUSION AND RECOMMENDATIONS.......................................................12
5.0 STORYBOARD........................................................................................................13
REFERENCES.................................................................................................................0
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EXECUTIVE SUMMARY
The main aim to develop the BK app is to give the customers another way of ordering
the food or beverages with ease and convenient medium. There were various issues
such as reservations, unavailability of desired meal or food, deliveries etc. but this
assignment will be based on the problem of the Service staff issues that have been
observed in the Burger King where there is a shortage of staff for which customers have
to wait in long queues to place their orders. The target market in this assignment would
be young kids and adults as they are seen more who are attracted towards fast food
stuff. All such people are the one who is studying in schools or college or working
somewhere and is in hurry to reach their place. This app will be based on these issues
and the targeted people would be able to order fast on their way and the payment mode
could be online payment which will ease there fast running routine. Such app is
observed to me only with one or two rivals which are also restricted to have only two
informational pages. The app developed in this assignment will have more detailed
information with additional services like feedbacks column, pre-ordering of food or
beverages, online payment etc.
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1.0 INTRODUCTION
This assignment is based on the enquiry done on Burger King and its marketing
facilities and one major issue that is being faced by the targeted people and this will act
as a proposal for developing an app to solve the one major issues. This assignment will
critically evaluate many factors by the method of data collection that will be generated
from primary data that will be based on the feedbacks, questionnaire and secondary
data that will be obtained by various sources that are articles, newspapers, journals etc.
This assignment will include the situational analysis that includes competitor's analysis
by Porter's Five Forces, STP analysis's that is Segmentation, Positioning and Targeting
(E. Dobbs, 2014). Also, this assignment will help to recognize services Marketing issues
by conduction 4P's analysis. This report will help to understand the efforts that could be
made by Burger King towards the sustainable marketing. This report will also contain
one storyboard that will justify the app developed for the Service staff issue that was
recognized during a service product visit along with some recommendations regarding a
mobile app that might help to improve the services marketing capabilities of Burger
King.
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