Burger King: Developing a Marketing Mix for Growth

Name: Burger King: Developing a Marketing Mix for Growth
SKU: 9B15A055_P

Fabrizio Di Muro

Product #:9B15A055_P

Supplier:Ivey

Discipline:International Business, Marketing

Setting:United States, International, 2015

Details:Case (PDF) • 12 pages • 2015-12-11

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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 Objectives

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.

Burger King: Developing a Marketing Mix for Growth

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Learning Objectives