burger king

Burger king´s whopper
Internatinal market development is not new to McDonald´s and Burguer King. These two fast-food pioneers compete head-to-head both nationally and internationally. McDonal´s (number one in market share) has continued to stay one step ahead of Burger King, the company´s international marketing strategy made a “whopper” of a mistake in 1999 when it opened its doors in MaáleAdomim, the largest Israell settlement lo the West Bank.
The área, seized by the Israells in the late 1950´s, is at the center of the Middle East conflicto. Opening a restaurant in the West Bank was allegedly tantamount to Burger King joining with the Israells in ilegal ocupation. As a result, angry Araba and Muslim groups throughout the world thraatened a worldwide boycott of Burger King.
BurgerKing began opening restaurants in Israel in 1993. By 200, it had forty-six fast fodd outlets and an israelí-based supply network. The company also had eighty-four Burger King restaurants in arab countries.
The US.based Burger King corporation, headquarered in Miami, florida, has over 10,500 outlets in fifty.five countries. Stllightly over 90 percent of these fast-food restaurants are owned andoperated by independent franchisees. With its largest customer base in the united satates, Burger King has begun sesking growth opportunitles in europe, the middle east, and africa. A critical mass of customers is clustered in the european markets or germany, the united kingdom, and spain. These markets accounted for around 60 percent of Burger king´s european sales in 1999 of 41.3 billion.
One ofBurger king´s franchisees was blamed for the company´s problems in the middle east. Rikamor LTD, an independent franchisee in Israel, poned a Burger King food court counter in a new shopping mall in maála adumim in early 1999. Maála adumim is considered to be one of the fastest growing jewish settlements in the west bank. Palestinias consider such jawish settlements to be a key obstacle to peacein the west bank and gaza strip.
In august 1999, Burger King canceled rikamor´s right to opérate the site as Burger King restaurant(which does not mean that the restaurant has to close down, just that the restaurant cannot carry. The Burger King name) the company said that rikamor told Burger King that the food court counter would be in Israel. According to Burger King, the company saw had agreedthat rikamor could not open a Burger King in the west bank until there was a peace accord.
Burger King´s international mistake was not so easily resolved, homever. Upon cancellation of the se of the Burger King name at the west bank food counter, jewish settlers and leaders began calling for an international boycott of all Burger King outlets. Their concem-why should the arabs and muslimsdictate where ther eat?








Marketing a todo lujo
Según datos de la encuesta realizada a internautas de 48 países, por la empresa de investigación Nielsen Company, uno de cada cinco personas compraría artículos de la marca Gucci si tuviera dinero para hacerlo. En el mismo estudio aparece en segunda posición a la marca Chaner y Calvin Klein, en tercera posición Louis Vuitton, seguida deGiorgio Armani, Christian Dior y Versace, las cuales comparten el cuarto lugar.
Y es que en los últimos meses, las marcas de lujo han tenido un repunte en sus ventas, pues como indican algunos especialistas, en medio de las crisis financieras, hay personas que siguen conservando su estilo de vida, t otros simplemente encuentran consuelo y un poco de felicidad en comprar artículos finos. En estesentido, las marcas Premium llevan a acabo campañas mercadológicas de calidad en espera de atraer a los clientes que puedan comprar periódicamente y generar un deseo de poseerlas por aquellos que no pueden pagarlas.
Entonces ¿cómo debe ser una campaña enfocada a marcas de lujo? ¿cómo se diferencia de una campaña para productos de primera necesidad? ¿cómo hacer una campaña donde el mensaje sea...