Transcript
Have it your way
Resource Person : Hafiz Usman
Group Members :1) Ahmed Ayoub (S2016266090)2) Naveed Sajjad (S2016266050)3) Abdulsattar Khan (S2016266028)4) Muhammad Ali (S2016266070)
Have it your wayHistoryFounded by David Adgerton and
James Mclamore in 1954.Headquarters located in Miami
Florida.It has 13000 outlets in 79
countries.
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First Ever Franchise of Burger King
Have it your wayRegistered Office Headquarters:
5505 Blue Lagoon DriveMiami-Dade CountyFlorida, United States
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Alexandre BehringChairman of board of directors
Daniel S. SchwartzExecutive Vice President & Chief Financial Officer
Bernard HeesChief Executive Officer
Jim SchwandtDirector of Business
Development
Top Management
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Vision Statement We never compromise on our quality.
Mission Statement We will prepare and sell quick service food to fulfill our guest's
needs more accurately, quickly, courteously, and in a cleaner environment than our competitors.
We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization."
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Marketing department Chart
Have it your waySWOT Analysis :
Strengths : Huge popular brand name Burger King serves different types of burgers. Product differentiation with large size. Strong brand equity in fast food.
Weakness : High fat and high calorie food. Burger King does not advertise. Franchise Management.
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Opportunities : Introduce home delivery. Open new branches and outlets. Product improvement.
Threats : Threat from other eating joints/restaurants. Food costs are rising higher than standard inflation.
Have it your wayMajor Competitors :
Have it your wayOur Food ServicesProduct Length Hamburgers French fries Beverages Whopper SandwichChicken whopper Burgers Milkshakes Flame Grilled Burgers Chicken Desserts Breakfast
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Major ProductsProduct Length: Desserts Beverages
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Product Depth: As you can see Burger King offers a wide
variety of products; ranging from Breakfast, lunch, snacks and dinner snacks. Though technically our age range is 18-35 our product suggest an audience of children also
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Product Depth Crispy & Tender
Have it your wayProduct Depth Budget Bites King Deals
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Market SegmentationGeographic Segmentation:As geographic factors they are located in USA since 1954.On
June 30, 2004, Burger King had almost 7,976 stores all around in USA.
And many other branches all around the world.
Have it your wayMarket SegmentationDemographic Segmentation: Burger King Start to use a logo in 1955. Introducing children to BURGER KING with the famous
slogan, “BURGER KING®, Where Kids Are King!”
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Psychographic Segmentation: Dividing the customer by lowers social class and working
class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work.
Behavioral Segmentation: Dividing the customers by benefits, by speed and by
economy, regular occasions and regular users.
Have it your wayTarget MarketAge:
16-35 Gender:
Male & Female Economical conditions:
We mostly target the people of high society, with high income and will to pay.
Market Share: Our markets share is 4.6%.
Have it your wayProduct Packing Labelling While the burger chain's logo will remain the same, the
new design includes retooled cups, wrappers, bags and containers.
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Product Pricing Burger King’s pricing strategies are as follows:
Market-oriented pricing strategy. Bundle pricing strategy
Product Placement Channels Burger King uses to distribute its products:
Restaurants Mobile app Website for deliveries
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BK’S Product promotion channels1) Online Advertisement2) Print media Advertisement3) Bill Boards and Pamphlet4) Sales promotions5) Personal selling6) Public relations
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Suggestions: The promotional discounts should be advertised next to
places where we can know about them. The company image can become better by using the official
Facebook fan-page. The fan-page should only keep the important things and not showing twice the same advertising. They should keep things simple.
Conclusion: Burger King have been focusing on the quality, hygiene and
better customer services in relation to increase customer satisfaction compare to other existing market competitors in fast-food industry.
“HAVE IT YOUR WAY…..!!”
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