Faculty of Business Management.docx - Faculty of Business Management Bachelor of Event Management(BA236 Principles and Practice of Marketing(MKT420

Faculty of Business Management.docx - Faculty of Business...

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Faculty of Business Management Bachelor of Event Management (BA236) Principles and Practice of Marketing (MKT420) Pairing Assignment Brick and Mortar: McDonald’s vs Burger King Prepare by: STUDENT’S NAME MATRIX NUMBER Abdul Fattah Bin Bolhanuddin 2019719941 Nur Azlin Farzana Binti Nor Azman 2019315029 Prepared For: Intan Nurshafinaz Binti Submission Date: 20 th May 2019
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4Ps: McDonalds Burger King Product McDonalds has a strategy of standardization, in fact in order to be recognize as a global brand the company produces a range of standard products. However, McDonalds has to face cultural differences within each country. This why they adapted the concept of “Think Global, Act Local’. This company had to adapt their foods in each country due to legal, religious and cultural food habits. For example, in Malaysia they created Nasi Lemak Burger which is signature of traditional food in Malaysia. More than that, in Japan they also created Teriyaki Burger, it is a Big Mac with sweet and dark teriyaki sauce and mayo. McDonalds knew how to adapt to satisfy customers’ needs as much as they can. However, the composition of the meal remain the same. Beyond the differentiation of the products between countries McDonalds created a differentiation of its product according to its different target. In fact, for children they launched the Happy Meals, in some countries the McCafe for adults. Burger King offers the different variety of menu from snacks to meal for different age groups. Burger King’s menu has a wide offering of burgers, potato fries, beverages and milkshakes. Burger King serves burge in both vegetarian and non-vegetarian categories. Sides and beverages are value added to Burger King for burgers consume Salad and veggies are introduced considering diet-conscious consumers. Recently Burger King has focused on its dessert category food containing milkshake Oreo shake, cookies and ice-creams. Value meals and Kids meals are some combos to compete with McDonalds combo packs. Burger King has managed its operations in the more efficient way with maintaining the quality the product offerings in its marketing mix overall globally.
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  • Spring '17
  • accounting stardard
  • Marketing, BURGER KING, Hamburger

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