Why have they chosen Japan? Do you agree with their decisions? Burger King and other companies like McDonalds decided to enter foreign markets because U.S. fast food is market almost reaching its saturation. After reading multiple articles I can conclude that it is relatively easy to enter Japanese market, because prices are not high, due to domestic recession and resulting price deflation of the past 8-10 years. I definitely can agree with McDonalds entering the market, with its aggressive marketing program.
Second, whether it can profit by selling healthier more natural fast food. Lastly whether it can effectively venture into global markets and challenge one of biggest worldwide fast food eateries, McDonalds. Chipotles vision is to "change the way people think about and eat fast food", by serving “food with integrity”. The following provides an industry examination and inside investigation of the organization before giving recommendations. External Analysis Industry rivalry: High According to the case Chipotles leading competitors are Taco bell, Moe’s southwest grill, Qdoba and smaller chains Baja fresh and California tortillas.
Because the Food and Drug Administration regulates the claims made about foodstuffs, these companies are forced to be creative and come up with witty advertising techniques. In this advertisement for Oscar Mayer bacon, the advertisers use a specific color scheme, skillfully selected words, and a cleverly orchestrated setting to convince the consumer that Oscar Mayer bacon is delectable and superior. Yellow and red are the two most prominent colors in the advertisement. These colors are commonly associated with hunger and a desire for food in the Western world. A prime example of this color usage is the colors of McDonald’s fast food restaurants.
Chick-Fil-A vs. McDonalds It is well known, that McDonalds is the number one restaurant in the entire world due to the number of stores and gross income. In terms of this argument, Chick-Fil-A cannot compete with Mickey D’s but a lot of people will argue that it is the better restaurant of the two for certain reasons. As of myself, I pick McDonald’s over Chick-Fil-A because I go to McDonalds more than I go to Chick-Fil-A and I believe it is better overall. Both franchises have their pros and cons, so I will compare them to inform you on the differences of the two and why McDonalds is the better choice. The three main points I will compare the restaurants’ by is the fan base, the choices, the taste, and the prices.
Next, the feeling that you are getting more for less in a timely manner, quantification and calculation, are other elements of the system. By offering a “value meal”, McDonald’s seemed to be giving us more “bang for the buck”, as Ritzer puts it. He claims that as a society, we feel that “bigger is better” so getting hamburger, fries and a soda for a modest price in less time than it would take us to cook our own mean is very attractive. If we as a society can get all of this in a quantified and calculated manner so that we have time to do other things, the idea becomes even more attractive because of society’s feeling that time is money. Another element of the McDonald’s System is predictability.
They take up a big chuck in the market but with McDonalds being such a big well-known brand this will not affect us that much. The USP of this product is the sweet succulent taste of the BBQ chicken and sauce that comes up after you eat the burger. The price Of all the aspects of the marketing mix, price is the one, which creates sales. The price of an item is clearly an important determinant of the value of sales. Researching consumers' opinions about pricing
There is no other competitor in the fast food industry that flame broils their burgers. This is a benefit both to Burger King and the consumer as Burger King has the benefit of having a different product and the consumer benefits by having other burger options. The core competency of Burger King is the flamed broiled burger, although the company has chosen to diversify the menu from its original offerings of burgers, fries, sodas, and shakes; the main strategy has been the focused advertising and selling of its flagship burger. Burger King's main value chain is marketing and sales, where they put a large amount of effort into finding out about the consumer’s wants and needs. Through this method of market research they are able to generate sales.
The goals of this essay are to analyze the responses of the immerging McDonalds in the five East Asian cities, evaluate the strategies used by McDonalds to adapt to differing cultures, look at the role of the new markets localizing the a company from “American Society,” and understand the relationship between globalization and localization based on the McDonalds venture into new cultures. The essay will conclude with a personal analysis of the topics covered. To begin, let’s start with looking at the response of the five Eastern Asian cities response to the presence of McDonalds. Let’s start with Beijing, and its response to McDonalds presence starting in 1992. “In the eyes of Beijing residents, McDonalds represents Americana and the promise of modernization.” (41) In China, many people patronized McDonalds in that it was associated with an atmosphere of equality and democracy.
To drive sales BK decided to focus on 4 points: the menu, marketing and communication, image and operations. Unlike Burger King’s ® major competitors, McDonald’s ® and Wendy’s ®, who prepare their burgers on a flat grill which fries the meat, BK prepares their hamburgers on a flame-broiler. They also focus on expanding their menu to appeal to a wide range of demographics. In addition to expanding their menu, BK has established a driven marketing process to target these same demographics. They have created a new image in an inspired 20/20 design displaying their flame-grilled process to increase same store sales, higher profits and a strong return on investments (Burger King, 2013).
‘Burgers: big or small?’ Despite concerns about obesity, the UK market for fast food is still growing. The market leader in the UK remains McDonald’s, which has 1225 UK outlets. The sheer scale of McDonald’s UK operation creates significant economies of scale. For example, by rolling out the brand across the UK, McDonald’s has managed to create substantial marketing economies of scale. Economies of scale enjoyed by dominant companies can make life extremely tough for smaller companies battling to make headway in the same market.