301 case 1 - McDonald's and Burger King have very different...

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McDonald’s and Burger King have very different ways of competing in the marketplace. While McDonalds’ goal is to standardize their food so that it caters to a mass market of customers, Burger King attempts to customize their food so to personalize each meal for each customer. The first issue related to their respective marketing schemes has to do with their sandwich making processes. McDonald’s, for example, makes its sandwiches in a standardized fashion and then proceeds to hold them for up to ten minutes. This streamlines the serving process because the sandwiches are ready for a customer almost immediately upon purchase. If a customer wants a custom order, they must be prepared to wait longer for it to be made. Burger King, however, takes longer to make its sandwiches because of its focus on making the sandwiches the way that their customers want them. The way that BK’s food making process is laid out (broiling the sandwich step-by-step) makes the customers’ wait the same regardless of whether they special-ordered it or not. Another way that their processes relate to their own specific marketing strategy is how the restaurants organize their orders. McDonald’s uses a grill
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