Marketing In Burger King

CUSTOMIZED MARKETING STRATEGIES FOR THE COLOMBIAN MARKET OF BURGER KING.
PART 1 PÁG.
1. INTERNAL ANALYSIS AND BACKGROUND………………………………3
1.1. EXECUTIVE SUMMARY..............................................................…...3
1.2. JUSTIFICATION…………………………………………………………...31.2.1 COMPANY’S OBJECTIVES……………………………………….4
1.2.2 SALES OBJECTIVES………………………………………………4
1.2.3 CURRENT BUSINESS STRATEGIES……………………………4
1.3 BRIEF HISTORY OF THE COMPANY…………………………………...4
1.4 ECONOMIC SECTOR OF THE COMPANY……………………………..5
1.5 CORPORATIVE VISION AND MISSION………………………………....6
2. EXTERNAL ANALYSIS AND STRATEGIC ANALYSIS……………………...7
2.1 BRIEFHISTORY OF THE SECTOR IN COLOMBIA……………………7
2.2 PESTLE OF THE BURGER KING………………………………………...8
2.3 COMPETITOR’S ANALYSIS……………………………………………….9
2.4 CONSUMER´S ANALYSIS………………………………………………..14
PART 2
1. MARKETING MIX
1. PLACE……………………………………………………………………..12
2. PRICE……………………………………………………………………...13
3. PRODUCT…………………………………………………………………14
4.PROMOTION……………………………………………………………...16
2. BURGER KING SEGMENTATION………………………………………....18
3. COMPANY POSITIONING STRATEGY…………………………………...19
4. CONSUMER PERCEPTION…………………………………………………20
ANNEXES
1. ANNEX 1……………………………………………………………………….26
2. ANNEX 2……………………………………………………………………….27
PART 3
1.STRATEGIES…………………………………………………………………….22
2.CONCLUSIONS………………………………………………………………….25
BURGER KING
External and Internal Analysis
1. Internal Analysis and background.
1. ExecutiveSummary
Burger King is a multinational firm that had its origins in Florida as a restaurant chain operated by franchisers, firstly in the United States and then in more than 73 countries with more than 2000 restaurants operating worldwide.
With the entrance of this brand to Colombia, executives from the company pretend to spend and open new markets to reach new clients that can become heavierconsumers, understanding the needs and preferences of the Colombian people and define which the target market is.
By working with students from Eafit, Burger king in Colombia looks for getting to know better what are the perspectives of the Colombian clients with respect to the brand, the services they give, the quality of the products, the prices, the locations and the presentation of thefood all from underground, that leads to an improvement and growth of the franchise of Burger King by giving the local customers what they really want and expect from the company, making stronger the perceptions the customers have and positioning the brand in the top of mine of buyers.
2. Justification
This work has been made with the purpose of taking to practice the theory learnedin class about the local markets and the entrance of multinational firms to it, by studying the particularities not only with the consumers but also with the environment: the political, economical, legal, technological and social one.
To reach this, we will be working with the franchise of burger king In Colombia, more specifically in Medellin, studying the potential clients, thecompetitors

1.2.1. Company´s objectives:
• To extend the brand and the perception of this on the part of the consumer.
• To create new points of sales (restaurants) to open the market and attract new consumers. EN EL UL;TIMO ANO
• To be on the top of minds by the product, minimum in 5 years.
1.2.2. Sales objectives:
• To increase the attendance of current consumers tosale points in a 30%
• To increase sales in a 50%.
1.2.3. Current business strategy:
• Burger King is positioning the whopper, its main product, as the most delicious hamburger in the Colombian market, by demonstrating it when eating.
• Take to reality the campaign of the company “Have it your way”, to attract clients and give...