An Analysis of Burger King :: Business Management Studies

An Analysis of Burger KingBurger King is a reliable burger company which has had its ups anddowns. In 1974, it came out with a slogan of Have it your way and atthis time it also had a 4 % market share. Burger Kings idea was tohave the client have their burger done their way rather than astandard burger. In the early 80s Burger King was trying to take hold sales growing so they had to control changing their advertising. In 1982Battle of the burgers and Arent you hungry for a Burger king now?were the slogans used. In 1983 Broiling vs. frying and 1985 The bigswitch. All these ads throughout the long time helped increase marketshares from 7.6% to 8.3% from 1983 to 1985. Search for herb was aslogan used by BK about a person that has never tasted a walloperburger, this campaign was supposed to increase market share by 10% butin reality only increased it by 1% it was a disaster. In 1986-1987this is a burger king town and best forage for fast times brought alot of attention to the compa ny. In 1988 We do it like you do it wasused often but a year later they came out with two new slogans whichconfused the customer. In 1989 Sometimes you gotta break the rulesand BK teeing ground vee with MTV and Dan Cortese with I love this place.This was another coarse setback for BK because people on the go andparents found this ad loud and irritating. BK at this time has failedto establish a solid image that would differentiate it from itscompetitors. Ads if anything only confused consumers as to whatadvantages BK offered. In 1993 it had a market share of 6.1% wereMcDonalds had 15.6% and BKs sales were growing slower than itsrivals.Failed advertising campaigns werent the only problems, they also hadinternal problems. Management lacked focus and direction and hasstruggled with marketing mix decisions. Franchises became confused andangered, service was slow and food preparation wasnt consistent.Burger King lost its core product-flame broiled burgers, made the waythe customer wante d them. Another thing that hurt them was the factthey didnt lower prices to keep competing with their competitors thisled to a below average sales growth. Many in store promotion alsofailed. In 1993 a new CEO was introduced, this allowed for hugeturnaround and in fact it did. He helped please the franchises andresponded to their problems and listened to their recommendations.Then later he lowered prices and hired a new advertising agency.