Global Marketing - Strategy and Analysis of Burger King

1. Introduction:
Global Marketing a strategic long term business application, that mends in with ideas to reach and serve
the various customers requirements, using the products or services offered by the organizations. It
includes various market research activities in relate to customer expectations, competitive analysis,
target audience, objective of the brand also its culture to be associated, tactical intervention of defined
methods to achieve growth and Financial strategies to enhance profits.
In the below essay we are going to discuss about Burger King(multinational chain of hamburger fast
food restaurants) a BRAND that is associated with the food industry with known for its assorted menu
and best awarded food menu and international standard in service and quality. A brief study about
various Marketing and Promotional patterns used or implied by the company to satisfy the needs and
wants of its of customers on a daily basis across locations of its presence. The Brand that has a best
Customer loyalty also implied with various customer retention and expansion tactics incorporated to
reach the customers(Keegan & Morgan 1999).
Burger King was started in year 1953 in Jacksonville, Florida, as Insta-Burger King by Keith J. Kramer
and his wife's uncle, Matthew Burns. Today Burger King claims around 14,000 stores in nearly 100
countries. Apart from Australia Burger king Brand operates by it brand name across the globe. In
Australia the Burger king brand is followed has Hungry Jack, name that is owned by the parent company
of Burger king – Pillsbury. Burger king started their rigorous marketing and expansion strategy after
2008 with the anticipation to increase its market share in Foreign countries like India, Asia-Pacific
region, European countries, Africa, Middle east.
Burger King’s Products (Product Mix) which has Quick service restaurant business focusing mainly
onto burgers has its prime product followed with various pattys options, Burgers, chicken and fish,
Sides, Salads and veggies, Beverages, Sweets/Desserts. Various Advertising channels and patterns are
been incorporated by Burger king to reach out its customers, varying from Jingles to current mascot of
the BK. The Burger KING Crown is one the well established promotional tool that is been incorporated
by burger kind franchise wherein it confines both respect to customers and product or services they
provide. They have differentiated the global operations into 3 major segments across globe. Master
franchise, sub-franchises as well as Outlets. Its been observed over a global market analysis the best
having various subsidiaries followed with right alliances is a proven profitable and sounds good for
business expansions. Thus in order sustain the market expansion mode along with various franchising
options that depends on a particular region which again varies based on regional background. Wherein
the Regional Franchises deal with master franchises who has a selling license to sub franchises on behalf
of the company for which sub-franchise has to come under an agreement stating the responsibility of all
the chosen partner to make a franchises invest in terms of interior designing, standardized seating
pattern, Interior and exterior décor under the brand norms followed in standard way across the globe
through a globally recognized authorized Visual merchandizing store personals of the company.
Keeping this great Global Marketing & Operational strategy all the outlets are in right control of the
parent who control the brand enhancement activity to the reach more and more customers, also the over

2. customer feedback( Customer Behavior Patterns) and data can be availed in hand and in direct from the
customer for developing further more consumer friendly product and services offered.
Another tool of Marketing that is followed by Burger King's across various countries of its operations
is of pricing strategy, targeted towards its target audience who are more from Middle class sector of
society and family customers where the cost and price is a criteria. The marketing mix strategy that is in
relate to product, price, place and people is precisely market-oriented pattern. One of the key feature of
the Brand Burger King is its Pricing Strategy which is highly predominant than compared to any of its
competitors across the globe. Pricing strategy which is a part of GLOBAL Marketing planning have a
closer monitor across various geographical and economical pattern or the regions of operation followed
with the evaluating its local and international competitors with their pricing policies to that of the
consumer buying patterns across the various platform. Data analysis usually involves reducing
accumulated data to a manageable size, developing summaries, looking for patterns, and applying
statistical techniques (Cooper & Schindler, 2006, p. 753). It can varied from first but to that of the
repetitive buying pattern which gives an implication of making a right pricing and product planning that
doesn’t make a huge burden on the consumers decision making to choose the product from most in
market. Thus it implies to understand the customers willingness to pay for the products.
On a Demographical segmentation pattern which is one the key area of priority before making the store
to set up, a marketing pattern is chosen to align the conglomerate with various income groups,
economical pattern, need for QSR, targeted prospective customers. With world class quality for the
product followed with the best in the class professional services rendered in the QSR sector of the
hospitality industry. On a Global platform two basic intrinsic marketing patterns works for the brand
Burger King one is Competitive pricing patterns & psychological pricing strategy. However, one-to-one
marketing seeks to sell to one specific customer asmany products as possible over a lengthy period of
time. The focus is on thenumber of products that the individual customer buys, known as the ‘‘shareof
the customer’’ (Brink & Berndt, 2004, p. 102).
Burger King’s promotional strategy is always based out of the Brand Product life cycle. The brand
appearance and the promotional strategy will be periodically overhauled in terms of reorganizing the
marketing and operational patterns to that of Revitalizing the product features and customer offerings.
For an most inspiring global strategy it implied is “ Have it Your Way” – which came up with various
advertisement programs on the visual media to reach and bring the awareness to the existing and
prospective customers about the concept – wherein the customer had a choice of choosing the various
fillers to add in the burger that are been listed out in the Burger King Outlets.
Brand – Burger King has branded or aligned themselves in the mindset of the customers on the global
platform for its Customers buy making him a KING. For every business across the globe the Customer
is always a king and the golden thumb rule of marketing is “ Customer is always right”. These two
concept are been well defined by the Burger King in the way of making Customer a real king in the store
when they purchase the product they get a KING hat that can be used to wear while eating. Followed by
the concept of customer is always right, Burger Kind created a concept of giving freedom for the

3. customer to choose from its various product offerings “ Have it your way”, followed by various CSR or
corporate social responsibility programmes.
Customer Loyalty is one of the key ingredients for the brands success ratio in the industry, related to
Burger King it is the first priority concept to retain the customers who are been with the brand for
several decades. One the main reason is quantity factor, burger king offers more quantity than compared
to that of any of it competitors in the QSR sector. ATL and BRL level of advertising plans that of Local
hoardings, road shows, CSR activities, Visiual adds, print media and other such marketing tools are
implied to achieve maximum TOMA (top of mind awareness) aspect to be the first choice of brand
burger/ hamburger word or picture or even imagination prospects in the minds of the customers. Burger
King depends mainly with relate to advertising & promotion of its products. CRM has emerged as one
important retention strategy for South Africanfast-food outlets. Kotler and Keller (2006, pp. 152–153)
stipulates that CRMenables companies to provide excellent real-time customer service throughthe
effective use of individual account information and through thecompanies’ customization of market
offerings, services, and media. Burger King uses sales promotions in the form of reward coupons as
well as various other offers through its website and mobile app that are mainly focused to bring back the
customer to the stores. Infact a well trained Burger king sales personal also encourage the buying pattern
of the customer to add some dessert or the beverages along with the actual purchases.
Conclusion:
In the above essay we have observed how the Brand Burger King have fortified its business through
various Global Marketing plans and strategies to be survived in the competitive industry. The pattern of
choice made by the customers are well documented to bring the same smile on the consumers face when
they come back for the repurchase is the one the key factor of Burger King Campaigns. They Focus is
mainly onto the subjective patterns Consumer Behaviors to various product or services offering are been
analyzed, formulated, planned and processed to create a new advertising campaign to reach the
maximum customers also by making sure to fulfill brand promises to the prospective customers.
References;
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 Keegan, W. and Green, M. (1999). Global Marketing Management. 6th ed. The University of California: Prentice
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business-assignment.html
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4.  https://studentshare.org/business/1404498-burger-king-inc
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Juta & Co. Ltd
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