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Burger King: Developing a Marketing Mix for Growth
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Reference: IVEY-9B15A055-E
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Year: 2015
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Number of pages: 12
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Geographic Setting: United States, International
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Publication Date: Dec 11, 2015
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Fecha de edición: Dec 11, 2015
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Source: Ivey Business School (Canada)
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Type of Document: Case
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Industry Setting: Accommodation & Food Services;
Description
In 2015, Burger King, one of America's oldest fast-food chains, continues to face fierce competition from McDonald's, Wendy's and the emerging fast-casual restaurant chains. As a result, Burger King needs to develop a marketing mix that will distance it from its competitors and narrow the gap with McDonald's, the industry leader. The marketing mix will also influence Burger King’s allocation of resources between domestic and international markets.
Learning Objective
The case is intentionally conceptual in nature to provide insight into the fast-food industry in general and the fast-food giant Burger King in particular. This case is appropriate for undergraduate or MBA courses, such as an introduction to marketing or international marketing. The case can be used to accomplish a variety of different teaching objectives: ·To provide students with an opportunity to develop a successful marketing mix for future growth. ·To illustrate how the elements of the marketing mix are interrelated. ·To discuss the process of selecting and entering new markets. ·To determine how to allocate resources between domestic and international markets.