Development of a Mobile App for Burger King Service Staff Issues

This assignment focuses on developing a mobile app for Burger King to address service staff issues. It includes a situational analysis, marketing environment evaluation, and sustainable marketing efforts.

MCM ASSIGNMENT
18
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
1

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.
2

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.
3

2.0 SITUATION ANALYSIS
2.1 DESCRIPTION OF SERVICE PRODUCT FIRM
The physical appearance of the Burger King was pleasant and constantly attractive. The
materials used to make the outlet of Burger King were eco-friendly that may not cause
much harm to the environment. The place was very clean, refreshing and hygienic. The
walls consisted of the decorative posters and wallpapers. The furniture and tables were
clean. There were enough wastebaskets at every corner that made the place even
cleaner and the ambience more welcoming to the customers (King, 2015). But the lights
and logo of the Burger King seemed to be too old as the lights irritate the eyes at times
and are too old to attract new customers.
4

2.2 MARKETING ENVIRONMENT
In order to evaluate the marketing environment that is the forces that affect Burger
king's ability to serve its customer's micro environmental of Burger King will be analyzed
using PESTLE analysis:
POLITICAL
 Government is supporting the
perception of globalization that will
help Burger King for its expansion.
 The Political constancy in the main
markets (Feys & Probert, 2015).
ECONOMIC
 Factors like lifestyle, spending
power, living standard, income rate
impacts on the sales of Burger
King.
 Due to recession burger King could
have to cut down its rates and might
be the buying power of people may
get minimized tremendously.
SOCIAL
 The more acceptable and varied
nature of people in terms of their
choices will support the company.
 The increasing health
consciousness among the people.
TECHNOLOGICAL
 Utilizing the advanced technology in
an effective manner could help
Burger King to manufacture its
goods effectively.
 Technology could be used to
maintain their inventory system in
an effective manner (Kolios, et al.
2016).
LEGAL
 The increase in the exercise duties
like import and export costs.
 The government is being more
concerned about the environment
protection (Kuznetsova, et al.
ENVIRONMENTAL
 The climate alterations change the
eating habit of the people.
 The increment of the popularity of
low carbon living standards.
5

2017).
The SWOT analysis of Burger King is given in the table below:
STRENGTH
 The powerful brand value.
 Adequate distinguishing of the
goods and services (Bull, et al.
2016).
WEAKNESS
 The business could be imitable
effortlessly.
 The product mix is restricted.
OPPORTUNITIES
 More opportunities to expand its
business internationally.
 Enhancing the quality of services.
THREATS
 Huge competition in the market in
the fast food industry.
 The increasing trend of living a
healthier life.
6

2.3 SEGMENTATION, TARGET MARKETING AND POSITIONING STRATEGY
MARKET SEGMENTATION: The market could be segmented on the demographic,
geographic, behavioural and psychographic factor and so Burger King must divide the
market based on the following factors. Considering the Geographic factor Burger King
must divide majorly people by considering region where people more likely to prefer fast
foods. Considering demographic people Burger King must segment people like young
boys, students, kids and working women (Morais, 2016). On basis of a behavioral
factor, the company must segment consumer in terms of a regular user of fast food
items, advantages by economy and speed. While as psychographic factor Burger King
must segment the market by working people, lower or middle social class as they tend
to buy fast foods as it is quick to get or can be taken away.
MARKET TARGETING: The Burger King must apply some distinguished targeting
strategy in order to target people from all the groups. Such as Burger King could offer
more than one food item for every differentiated group and assure that these offers are
kept distinctly in the marketplace. Targeting the young males, students by internet
advertisements as they believe more in surfing net rather than watching TV ads and are
also eager to taste and try new products (Moran, 2015). This will automatically increase
the word of mouth publicity as they will tell about the products and taste of Burger King
to their family and relatives.
POSITIONING: This is the last stage of creating the marketing strategy that is
positioning that means interacting about the brand to its targeted customer so that they
could quickly identify where the products of Burger King stands in comparison to its rival
(Pillai, 2014). The perceptual amp presented below positions Burger King in
comparison to its main rivals according to its perception of the mindset of its consumer
differentiating it by the criteria of cost and quality of food items. Burger King could in a
beneficial state with its high food quality and low costing (Peters, 2014).
7

FIGURE 1: Perceptual map
{Source: https://fivesevens.wordpress.com/2012/09/26/burger-king/}
8

3.1 IDENTIFICATION OF SERVICES MARKETING ISSUES
There were few issues that were observed during the visit to Burger King such as
reservations, unavailability of desired meal or food, deliveries, more wait timing along
with Service Staff issues. It is clear that there is much need of improvement in Burger
King especially in the Service staff issues as there is on only cashier and customer has
to wait in long queue to pay the bills which take a lot of time (Lovelock & Patterson,
2015 ). But there are some positive aspects as well like good quality of food, variety in
food items; the charged money values the product. On the basis of issues noticed in
Burger King here is the marketing model that could help Burger King to resolve these
problems using 4P's of a marketing mix.
3.1.1 PHYSICAL EVIDENCE
Burger King was a nice, fresh and hygienic restaurant which was very well maintained
by using designer posters and wallpapers on its walls. But there is a need for the
company to alter the logo of the company as it is too old it needs modifications with
some attractive colours signs. Also, the lighting used on the outside of the outlets were
very old-fashioned that leaves a negative impression on new consumers. Burger King
must also improve the cutlery that it provides to the customers and use some newly
designed interiors with a theme that may enhance the ambience within the restaurant
(Resnick, et al. 2016).
3.1.2 PEOPLE
Burger King has trained employees but they lack in the human resources in their
restaurants as it was noted at the time of visit that there were only two cashiers
available to attend long queue of customers that increased the wait time of people
(Khan, 2014). Burger King must create an app that helps the customer to easily place
orders in lesser time and may bill immediately on the app that reduces the wait timing
9

for the people. The company must increase the service staff within their restaurants that
should initially be provided with proper training.
3.1.3 PROMOTION
Burger King uses the way of promotion by offering various offers on a meal,
advertisements by posters, social media platform, pamphlets, newspaper article, and
billboards. The company must develop a game app that would attract the kids and
young ones and buy playing that game they may earn points which would be redeemed
at the time of their purchase. Also, Burger King must give special discounts to its
targeted customers like students and work female to attract more new customers
(Evans, et al. 2014).
3.1.4 PROCESSES
The process was quick in the Burger King as the once the order was placed it was
received quickly that signifies the efficiency of staff working in Burger King. The
cleaners were quick and as one finished the meal they are ready to clean the waste
(Harrington, et al. 2017). Burger King must start the self-service idea so that the
customers may not wait for a longer period for the staff to come and provide them
services like taking water or order. The order receiving process must be improved as
there must be staff to manage the queue and the billing process must be made easy
and quick.
10

3.2 SUSTAINABLE MARKETING EFFORTS
The term Sustainable business is defined as an initiative that has least negative effect
on the local or global atmosphere, humanity, community or economy; it is also called as
Green Business. The sustainable business consists of advanced environmental and
human right strategies (Martin & Schouten, 2014 ). Burger King uses the practices that
support the sustainable marketing. The sustainable marketing includes the use of
sustainable business methods that develop improved business, improved relationship
and even better domain. It is noted that the going on debated in context to global
warming has emphasized on the role of sustainability in business practice. Burger King
looks after the policies set on animal welfare; sourcing and environmental influence in
order to make sure that the company stands as a fine corporate citizen in the society it
facilitates. The team of Burger King investigates properly and creates plans to bring the
changes that support in a positive way to the environment without causing any harm it.
Like Burger King recycles and manages waste as these are the most important
challenges to the environment so the company functions in a way with its suppliers to
reduce, reuse and recycle.
Burger King uses the eco-friendly goods or a service that removes the needs for non-
green goods and services. Also, Burger King has made a persistent promise to adopt
environmental practices in its business functioning. Burger King's social sustainability
was shown clearly by its community relations promotion, programs and workshops. This
was in the form of supporting and funding several charity events and its links with
several clubs, organizations to support sustainability (Armstrong, et al. 2015). Burger
King has reduces the carbon footprint so there is no damage to the environment and it
has been a matter of value to its customers, stakeholders. The sustainable marketing
fulfils the demands of the customers as well as treats the environment in a valued
manner. The marketing sustainability means used by Burger King are lesser
disposable products, buying raw materials from local farmers or vendors, showing the
value and focusing on the details.
11

PART 2 PROPOSED DEVELOPMENT OF A MOBILE APP TO RESOLVE A
SERVICE ISSUE
4.0 CONCLUSION AND RECOMMENDATIONS
This assignment concludes that the proper research on the Burger King has helped to
understand various aspects of handling a business and marketing. The marketing
services and the main aspects where Burger King has a remarkable performance in
comparison to its competitors like the taste of its food and quality which was well
flavoured, the areas of location of Burger King at the diverse regions where it can attract
more customers. Also, it included the excellent Promotional strategy used by Burger
King to attract its targeted and potential customers. The staff of Burger King was trained
and well behaved who knows how to deal with clients and value its customers. The
ambience of Burger King was clean and refreshing with some amazing posters and wall
décor. This assignment discusses the effects of macro and microenvironment which
restricts the company to serve its customers along with segmentation, targeting
marketing and positioning strategy for Burger King.
There also some recommendations for Burger King such as developing a mobile app
named as BK app that could help the people to easily connect with the Burger King and
its management and will help them to place the order quickly without waiting much in
the queue. This app will consist of the elements that will help the customers to give
there valuable feedback regarding there any complaints about the food, quality, staff
behaviour, and delay in delivery etc. The app will also hold an area where the
customers will be able to grade the various aspects of the company and the company
may take an action with the low grading parts. The customer with the help of this app
can even prepay for their order and may know how long the time is going to take for
their parcel to get ready and they can directly reach on time show the payment slip in
mobile and take their parcel away. This will make life easier for the students, working
persons who are in hurry to reach their work and can't wait for much time.
12

5.0 STORYBOARD
Name: Student Name I brainstormed with: Student X, Student Y and Student Z
Problem – set the scene Identify the gap Show solutions to the problem using images
that!
!!! I should
have
ordered
m ahead!!
Notes: here the customer is waiting in queue Notes: Here the customer comes to know that Notes: Here the customers learn to use the app
To place its order and it is taking too much time the company has developed an app to and how to place the order using this app.
As there is only two cashier and a long queue. Solve this problem of customers.
Show solutions to the problem using images
You just have to say which
store you want to gather from
You can also choose your
desired food item from the
menu
Show solutions to the problem using images
You can also select the interval of
time you want to pick up
You can figure out the reward
point
Show solutions to the problem using images
Wow, that’s amazing!
Notes: Here the features of this app is being Notes: The other features of app like time Notes: This represents the satisfaction of the
Understood by the customer like choosing the specification and collection of bonus customer of after knowing about the
Desired store and the reviewing the menu of the points on placing the order is being shown. app.
the chosen store.
God, this is taking a
long time
I must
have
placed my
order
ahead11
Hi, they have developed
an app for this One can place there
order prior to using this
app

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