Roles and responsibility of marketing within Burger King

Hospitality Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
LO 1.................................................................................................................................................1
Roles and responsibility of marketing within Burger King........................................................1
Marketing relation to wider organisational context ...................................................................3
Marketing roles in marketing environment context ...................................................................4
Importance of interrelationships between other functional departments and marketing ...........6
Critical analysis of key elements of marketing and interdependency between marketing and
other departments of Burger King...............................................................................................6
LO 2 ................................................................................................................................................8
Comparison between Burger King and McDonald on the basis of 7 elements of marketing mix
.....................................................................................................................................................8
Tactics used by Burger King to achieve business objectives ...................................................11
LO 3 ..............................................................................................................................................11
MARKETING PLAN FOR MEETING BUSINESS OBJECTIVES OF TRAVELODGE .........11
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is defined as an integral component of organisational success. It aims at
developing a plan as per the needs of organisation and behaviour of consumers and marketing
trends so that profit margins can be maximized and brand value of organisation can be enhanced.
The inefficient marketing plan can put the growth of organisation at risk. Particularly in
hospitality industries where each and every operational activities is judged by the customers
(Abratt and Bendixen, 2018).
The report will describe the significance of marketing and its interrelation with other
functional units of organisation. It will consider the case study of Burger King which is an
American multinational company and is one of the popular fast food restaurant famous for its
hamburgers. Currently it has 15000 stores all over the world. The report will compare the Burger
King and McDonald on the basis of marketing mix elements. Further the document will also
provide a marketing plan for hospitality organisation of given case study.
LO 1
Roles and responsibility of marketing within Burger King
Organisation chosen: Burger King
Operational activities: The organisation was founded in 1953 and its head quarter is located in
United states. At present organisation receives worldwide revenue of around 1.22 billion dollars
(Burger King - Statistics & Facts, 2018). The food chain is growing continuously through its
effective marketing strategies. Its marketing team accomplishes following responsibilities.
Roles & responsibilities Implementation in Burger King
Promotion The marketing team of Burger King develops strategies for
promoting the organisation so that its brand value is
maintained. The marketing department ensures that every
targeted customers is aware with name of organisation and
recall only Burger King when they think about hamburgers or
fast food. This department conducts market research so that
effective promotional methods can be used.
Service management Marketing team also prepare guidelines for methods of
1

providing services with high quality standards and
innovations. It helps Burger King to make itself unique and
superior from other competitive organisations.
Customer management The aim of marketing is to develop strategies to retain
customers for long term as well as to attract new customers.
Marketing department of Burger King monitors that
customers do not face any difficulty in services. For this
purpose company also strictly review its performance and
feedbacks (Kaufmann, 2014).
Selling To increase the profits by raising sales marketing department
formulates attractive policies which encourages customers to
buy more products. The Burger King marketing strategies
focus on price, distribution and product related factors to
enhance its sales records.
Marketing relation to wider organisational context
2