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SERVICE MARKETING

CASE : BURGER KINGBy:Avinash KarraDheeraj Korivi

Izhar MokarramMeha MehaRavi Teja Marisarala

V S Sidhardha Sonti

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Summary

--- Burger King is Florida Based .

--- It has 11,300 restaurants in 69 countries.

--- They provide food with American flavor--- The major players were jollibee , Mcdonalds ,

Burger King , Greenwich .

--- The changing food habits and health problemsof customers gave an impact on the company.

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Problems

The absence of filipino flavour products was notliked by customers.

They didnt serve rice with food . Less no. of stores which resulted in less visibility.

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Contd ..

Communicating its brand value to targetmarket American flavor message was notcommunicated effectively due to the absenceof advertising campaigns .

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Short term problem

Less number of kids variety food.

Less number of products only burger anddessert .

This impact was on market share .

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Long term problem

Good brand rating which was given based oncheaper price , better kid menus , largervariety , quality of food provided.

eg: jollibee was standing best in overallrating.

Limited number of outlets

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Causes for the problem

Health problems of customers

Eg: obesity concern habits towards health foodchoices.

According to UAI survey it was High prices whichwas a draw back for burger king .

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What should be done

There was lack of Visibility due to lessnumber of stores . Increasing number ofstores can be done .

Better customer service should be provided .

Eg : feed back system, transparency forcustomers to visit the kitchen and know thequality. Customer satisfaction forms .

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Recommendations

Customer needs

eg: philippines looking for rice along with food..

Increasing the number of varieties. 48% of the respondents said there were less

number of varieties in menu.

Follow the feed back system like kfc. Increase home deliveries.

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Alternative solution

Introduction of low calorie food :

People with health consciuos will be attracted

Competitive advantage

Promotional activity for increasing customerawareness .

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Conclusion

For a company to have good business it shouldtake into consideration the factors likecustomers affordability , taste and their needs ,

their preferences, customers taste is necessaryand a customer analysis which would make themknow about their customers.

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Other sources

sites

http://www.bk.com/en/us/company-

info/news-press/index.html

http://www.fin24.com/MyFin24/Fin24-

burger-fans-licking-their-lips-20121109

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THANK YOU