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The success of an company is determined by a variety of factors, some of which the company can influence. Marketing is one of the factors that a firm can influence the use of a combination of tactics. The classic marketing combine provides a firm with the opportunity to outline their options with regard to price, product, promotion and place in order to meet the desires of their customers. This paper will review the application of the marketing combine in the real world by analyzing Burger King’s advertising efforts over the years. This would provide some insight into Burger King’s responsiveness to the dynamic fast food industry.
Burger King is a player in a very competitive and aggressive industry. As such, effectiveness in combining marketing options could provide an edge over competitors in such an environment (Goi 2009, p.2). The first component of the marketing mix to be considered, in this context, is the product mix. This denotes a firm’s offerings and how the firm has branded or differentiated its product to be more competitive in the market (Mindtools.com). The main product lines at Burger King restaurants are “burgers, chicken and fish, sides, salads and veggies, beverages, and sweets/desserts” (Greenspan 2017, n.p.). This illustrates a limited range of products as compared to a normal restaurant that would offer a wider range of products. However, this is a staple within the fast food industry. As such, Burger King has gone an extra mile over the years to differentiate its product mix from that of competitors. One relevant strategy, in this context, is allowing customers to individualize their orders by choosing from its variety of products in each product line. This is exemplified by its “have it your way” theme (Marketingteacher.com). Its partnership with Starbucks in 2010 also enabled the company differentiate its product mix further by adding coffee to the menu.
The place component is concerned with where potential customers can access a firm’s products or services. In the case of Burger King, it has adopted a franchising model for most of its physical locations across the world. It has about than 15,000 locations across the world which offer the aforementioned product lines (Statista.com). Burger King has also adopted the use of technology to diversify its distribution channels. Customers can place orders through the official website for home deliveries. In addition, the firm’s smartphone application enables customers to discover new offers and coupons (Greenspan, 2016). This strategy has given the company another viable option to reach its customers at any time.
With regards to the promotion of its products, Burger King adopts a variety of strategies. A proper promotion strategy targets the right market through the medium they prefer the most. Advertising is the company’s key promotion strategy which is achieved through both traditional media such as Tv and newer forms such as social media. Personal selling is also common at the restaurant level where restaurant staff encourage customers to try out some new products. Public relations, though not a direct promotional tool, also helps put the name of the company in mainstream media. By using a variety of promotional strategies, the company has successfully built a strong brand.
The last aspect of the marketing mix, in this case, is the pricing strategy. The firm aims to minimize its operational costs in order to offer its products at considerably low prices. This approach is common across the fast food industry. However, Burger King goes a step further by adopting a bundle pricing strategy. This offers lower prices for meals bought as a combination of a variety of items. This strategy has enabled the company drive sales over the years.
Constantinides, E. (2010). The Marketing Mix Revisited: Towards the 21st Century Marketing, Journal of Marketing Management, vol. 22, no. 3, pp. 407-438.
Goi, C.L. (2009). A Review of Marketing Mix: 4Ps or more? International Journal of Marketing Studies, vol. 1, no. 1, pp. 2-5.
Greenspan, R. (2016). Burger King’s Marketing Mix Analysis. Available at http://panmore.com/burger-king-marketing-mix-4ps-analysis
Marketingteacher.com. Burger King Marketing Mix. Available at http://www.marketingteacher.com/burger-king-marketing-mix/
Mindtools.com. The Marketing Mix and the 4Ps of Marketing. Available at https://www.mindtools.com/pages/article/newSTR_94.htm
Statista.com. Number of Burger King Restaurants Worldwide from 2009 to 2016. Available at https://www.statista.com/statistics/222981/number-of-burger-king-restaurants-worldwide/
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