Estudio De Mercado a Burgen King

Marketing Mix

Product
Rather than the list of the products that BK offer we are going to analyze some aspects that are important when talking about the product of this company entering a newmarket, those aspects include the market segmentation, the product adoption, the IPLC, standardization and being a product international or local.
Product Adoption: In this product adoption there aresix factors we most have in mind which are: relative advantage, compatibility, trialability, observability, complexity, and price.
Relative Advantage:
We found out that the relative advantage ofBurger King from the existing ones are some unique services such as: refilling, their grilled taste in the hamburgers, their onion rings you can order instead of French fries, and is a different experiencegoing there just by taking your BK crown.
Compatibility:
Their products are 100% compatible with this market because is in people´s habits and customs going to restaurants and eating hamburgers.Trialability:
These products lend themselves to trialability because they are not expensive as a car or a washer, and being a well-known brand internationally, as we found in our focus group peopleare disposed to try it and we found that the more people try it, the more they like it because of their quality.
Observability:
The observation of this product in public tends to encourage socialacceptance because might be driven to try it just by watching other people eating. The resultis the product’s being adopted more rapidly and with less resistance. If a product is used privately, otherconsumers cannot see it, and there is no prestige generated by its possession which is not the case of BK.
Complexity:
The product is not complex or difficult to understand at all.

Price:Regarding the price when adopting the product to this market, BK had tried to maintain the same level of price in all countries which is not the cheapest but neither too expensive which gives to the...