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Marketing Segmentation, Targeting and positioning of Burger King Essay


The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants around the world. When back to early 2004, their sales profit starting to slump. Burger King’s CEO had change their advertising agency CPB and amend their marking strategy to gain their revenue.

Market Segmentation

Markets consist of buyers, and buyers differ in one or more respects. They can be divided by demographic factors, geographic factors, and behavioral factors or by psychographic factors. Any of these variables can be used to segment a market. Seller can design a separate product or marketing program potential customer. Burger King have dividing their market into demographic factors, geographic factors, psychographic factors and behavioral factors. As geographic factors, Burger King are dividing the customer by region , they located in USA since 1954.On June 30, 2004, Burger King had 7,976 store all around in USA, the local people can just came by their neighborhood to enjoy their meal. As demographic factors, they dividing the customer by young male, kids and family. Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to represent their company in 1955.In 1960, Burger King transformed their logo from a man into an animated cartoon character that a kid wearing a crown in their television advertisements, introducing children to BURGER KING with the famous slogan, “BURGER KING®, Where Kids Are King!”

In order to take the kids as potential customer, Burger King had to including the parents which pay for the children‘s meal at the same time. Burger King started The HAVE IT YOUR WAY® marketing campaign revolutionizes the fast food industry by encouraging customers to customize the ingredients of all BK® sandwiches to fits the whole family member need. As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular occasion and regular user, a fast food restaurants which affordable food products that can be prepared and served within a short stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social class and working class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work.

Market Targeting

Market segmentation reveals the market-segment opportunities facing the firm. The firm now has to evaluate the various segments and decide how many and which ones to targets. A development of a marketing max which can then be directed at a particular unique segment. Burger King are using concentrated targeting in the case, it means concentrates on serving many needs of a particular customer group. Burger King‘s advertising agency CPB advice to using The HAVE IT YOUR WAY® as the theme and begins to experiment with humorous web marketing campaigns, such as the Subservient Chicken. CPB designing a web site which allowed visitors to type in commands that a man dressed like a chicken executed.

This is targeting the demographic group with young adult market, notably among young males which they do not watch television commercial and surfing on internet all the time, they are willing to try new things. The most important thing is they will share the fun news with their friend and family, it can let the campaign became word of mouth and spread it all over the world. In 2005, CPB created a faux heavy metal band called Coq Roq to launch the new product chicken fries by Web site, music videos, t-shirts, CDs, and ring tones, this is also targeting the same demographic group. It shows that Burger King are just target on segment within the total market.

Market Positioning

Market positioning is the process of communication the brand to the target customers in such a way that can easily recognize where it fits with competing products. Burger King had targeting young adult market, notably among young males market. They position their market as serving high-quality, great-tasting, and affordable food. Compare with their mainly competitor McDonald are targeting kids and families, they had a different targeting audience. McDonald also serving affordable food, but them serving the customer differently, Burger King promise their customer can HAVE IT YOUR WAY®, customer can customize the ingredients of all BK® sandwiches, with the similar pricing of food, Burger King having better service quality. When their competitor McDonald only provide snacks like French fries and chicken nuggets, Burger King had both products and they provide onion rings, Burger King had provide more variety choice for their customer.


In conclusion, Burger King had using the marketing strategy to maintain the second largest fast food hamburger chain in the world. Burger King using concentrated targeting with the young adult market, notably among young males, Burger King does not require the use of mass production, mass distribution, and mass advertising. Burger King had gain the big success. There is still a disadvantages, they have abandon the female market and the other potential customer. The whole world trend has encourage people to eat healthy food, the entire fast food hamburger chain had facing the challenge. The time had change, female are the next global emerging market, their economic power is truly revolutionary, representing the largest market opportunity in the world. Probably Burger King should targeting the female market, create a new brand with brand new healthy food menu, they even to serve coffee and desserts, and held up the charity function or donation to develop a positive image.

Philip Kotler, 1994. Marketing Management: Analysis, Planning, Implementation, and Control (The Prentice-Hall Series in Marketing). 8th Edition. Prentice Hall. BPP Learning Media, 2012. CIM – 1 Marketing Essentials: Study Text. Edition. BPP Learning Media. About BK® | Company Information | BURGER KING®. 2014. About BK® | Company Information | BURGER KING®. [ONLINE] Available at: http://www.bk.com/en/us/company-info/about-bk.html. [Accessed 02 April 2014]. .2014[ONLINE]Available at:http://investor.bk.com/download_arquivos.asp?id_arquivo=E1719FB0-8AC7-4769-A163-6CDD72847D64. [Accessed 02 April 2014]. Burger King – Subservient Chicken – YouTube. 2014. Burger King – Subservient Chicken – YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=bBsEJKRM-oQ.

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