Marketing Paper On Burger King Essay, Research Paper

TWO COMPETITIVE TOOLS THAT I FEEL WOULD HELP BURGER KING ARE QUALITY AND VARIETY. WE ARE ALL FAMILIAR WITH THEIR PRODUCTS THEREFORE, WE ALL SHOULD AGREE THAT SOMETIMES THE FOOD SEEMS LIKE IT HAS BEEN SITTING ON THE SHELF A WHILE. ALSO, THEY SHOULD INCORPORATE MORE VARIETY INTO THEIR MENU. BURGER KING, (ALONG WITH ALL THE OTHER FAST FOOD RESTAURANTS) HAS SUCH A LIMITED VARIETY OF ITEMS TO CHOSE FROM.

SPECIAL ITEM SALE DAYS , AND GIFT DAYS ARE SOME PROMOTIONAL TOOLS THEY SHOULD CONSIDER AS WELL. MCDONALDS HAS SALE DAYS, SO WHY SHOULDN?T THEY HAVE THEM AS WELL? MAYBE EVEN GIVE AWAY SOME TOY OR SOMETHING ON GIFT DAY.

IF I WERE TO DEVELOP A MARKET RESEARCH PROJECT FOR THIS SINEARIO , IT WOULD GO AS FOLLOWS: THE OBJECTIVE OF THIS PARTICULAR SURVEY IS TO FIND OUT WHAT BURGER KING CUSTOMERS WOULD LIKE TO SEE ADDED TO THE ALREADY EXISTING MENU. THE TARGET GROUP WOULD CONSIST OF ALL PEOPLE WHO ENJOY EATING FAST FOOD. I WOULD USE THE TELOPHONE SURVEY METHOD, AS MY MEANS FOR INFORMATION BECAUSE THE RATE OF RESPONSE IS HIGHER THAN THAT OF MAIL SURVEYS. TWO KEY QUESTIONS THAT I WOULD ASK ARE:

1) DO YOU GO TO BURGER KING?

NEVER SOMETIMES ALL THE TIME

2) When you go to Burger King, how often do you wish they had more menu items to chose from?

NEVER SOMETIMES ALL THE TIME

BURGER KING COULD IMPROVE THEIR IMAGE BY PROVIDING BETTER APPEARANCE. I AM AWARE THAT THEY ARE KNOWN BY THE COLORS THEY INCORPORATE IN THE EXTERIOR AND INTERIOR OF THE RESTAURANTS, BUT AT LEAST THEY COULD MAKE THE FURNISHINGS A LITTLE MORE PALATABLE. ALSO, THE EMPLOYEE UNIFORMS ARE IN DESPERATE NEED OF AN UPDATE. THE COLORS AND DESIGN OF THE SHIRTS ARE HOMELY AND UNAPPETISING.

BURGER KING IS A VERY SUCCESSFUL BUSINESS. THEY KNOW THEY HAVE VIRTUALLY THE WHOLE WORLD AS THEIR TARGET MARKET. THEY JUST KEEP DUMPING A WHOLE LOT OF MONEY INTO ADVERTISING AND FOCUS ON EVERYONE. PEOPLE OF ALL TYPES AND AGES ENJOY FAST FOOD.