Premium Essay

Marketing Final White Paper

In: Business and Management

Submitted By dawnbunting
Words 3353
Pages 14
Dawn Bunting
Increasing Burger King's Sales Through the Use of More Effective Marketing Strategies Marketing 201W
Feedback

To: Burger King's Marketing Department
From: Dawn Bunting As marketers we know that wherever there is a Burger King restaurant, down the block we see a Mcdonald's restaurant—Burger King's biggest competitor. With the economy in a slump and “eating healthy” as the new trend, Mcdonald's isn't the only competitor. Subways, the “brown paper bag” lunch, 7-Elevens, and even vending machines have taken a large portion of Burger King's potential customers. Therefore, the challenge that Burger King faces is retaining its target market group and luring in other types of consumers, in order to hold its ground, while its competition tries to do the same (DataMonitor, 2010). The most notable problem, among the many that are to be mentioned here, is the current trends with its target market—18 to 34 year-old males. According to Mintel Reports, as of 2007, men, ages 18 to 24, spend 7.3% of their income on “food away from home” and men, ages 25 to 34, spend 6.0%—percentages that seem relatively high when compared to older males (Mintel Reports, 2007). Although the numbers seem pretty favorable, Burger King fails to cater to, and focus, on women. Studies have shown that fast food is one of the four most frequently purchased items by women, ages 18 to 34 (Mintel Reports, 2008). Furthermore, studies have shown that 70% of all women made six or more purchases of fast food from a chain, throughout the year (Mintel Reports, 2008). Therefore, women have consistently shown to be a powerful target market, and Burger King has unfortunately failed to direct its market strategies toward them. Additionally, this segment of young men has become more financially dependent on their parents; indicative of less spending money (Mintel…...

Similar Documents

Premium Essay

Mkt 421, Final Marketing Plan Paper

...Marketing Plan July 2, 2012 MKT 421 Ronald Bonlender Marketing Plan Apple Inc. became incorporated in 1977 and has since generated many innovations giving Apple Inc. a valuable reputation as well as immense revenue. Apple Inc. designs, manufactures and markets a variety of products sold nationwide through retail stores, online sites, and direct sale. Apple Inc. is recognized for product differentiation and will continue to do so with the introduction of Apple Inc.’s I-Magine (video game console). In creating a marketing plan, Apple Inc. intends to consider various factors, such as geographic availability, product mix, and transmission of product description. In addition, phase I of Apple Inc.’s marketing plan will consider an effective SWOT analysis to determine strengths, weaknesses, opportunities, and threats, or trends to creating this latest product. Furthermore, marketing research and analyzing consumer factors, such as demographics, psychographics, behaviors, and geographic considerations will ensure I-Magine’s success. The function in Phase I of Team B’s marketing plan is to consider industrial analysis in relation to competition and differentiation from other competitors in the video gaming industry. To pursue this strategy in Phase II, Team B undertook data-based synopsis from different online resources to gather information on the organizational strategy of Apple Inc. Findings from research information pertaining to the video game industry’s products and......

Words: 7196 - Pages: 29

Free Essay

Marketing Final Paper

...Running head: MARKETING MANAGEMENT MKT522 First Draft Your Name Marketing Management MKT522 Date Professor Phil Shaps Table of Contents (Leave Page Blank) Executive Summary (Leave Page Blank) Situation Analysis Gladiator Tough is a business that focuses in creating products for fitness gurus. The company believes people who are active in fitness, need products that will keep them looking fresh, comfortable and empowered while they do their fitness activities. The main concern of this company is to comfort consumers while they exercise. There are about “three million sweat glands in a human body” and people need an object to absorb the moisture off their body (http://www.popsci.com/science/article/2011-01/fyi-how-much-can-human-body-sweat-it-runs-out). This is how the Gladiator Towel was created. The gladiator towel is light weight and absorbs more water than a regular towel. This is why Gladiator believes this product will be a success. People are becoming for health conscious and have been eating healthier and exercising more often. This is why Gladiator Tough believes now is the time to hit the market while it’s expanding. Gladiator Toughs marketing strategy will be the strength of creating brand and product awareness to a specialized market. Market Summary Even in the midst of the economic downturn, the fitness industry has maintained steady growth, with gym membership rates growing consistently and profit remaining solid. Demand......

Words: 1957 - Pages: 8

Premium Essay

Final Marketing Paper

...Alicia Oriol Marketing Plan Marketing MKTG522 Group travel for Young Adults Prof: Heather Teague February 24th 2013 Table of contents Executive Summary Situation Analysis Market Summary SWOT Analysis Competition Product Offering Keys to Success Critical Issues Marketing Strategy Mission Marketing Objectives Financial Objectives Target Markets Positioning Strategies Marketing Mix Marketing Research Controls Implementation Marketing Organization Contingency Planning Conclusion Executive Summary Travel and tourism are critical to the American economy. This growing industry offers significant Potential for job creation across all regions of the country. Federal policies on matters ranging from national security to transportation and from trade to natural resources management affect travel and tourism, and its potential for growth. In a global economy, a range of businesses depend on travel and tourism policies to enable clients, customers, and colleagues to conduct business in the United States. In addition, ensuring that international visitors have a positive experience in America is an essential component of our public diplomacy and U.S. foreign policy. There are people who never left the US, there are some beautiful places that young people should visit and would enjoy visiting, being in the travel industry, I travel all over the world with my children, it is be both educational and entertaining. When you travel to the outside world, your...

Words: 5871 - Pages: 24

Premium Essay

White Paper

...over nutrition-a billion- had officially surpassed the number suffering from malnutrition” (Pollan 102). People know that the effects of eating fast food is not in their favor. Poor eating habits can lead to obesity or even more serious, diabetes. Americans have also become so consumed by sedentary activities, such as television and video games. According to Children Health Alert, “Children and adolescents spend an average of five and a half hours a day using media that includes, TV, video games, computer activities, and Internet” (Green, Riley, and Hargrove 917). Which means that they consequently are not receiving the amount of exercise that they should. The problem of childhood obesity needs to be addressed and the policy that the White House should implement is a physical education class for grades K-12. This new policy will provide students with at least thirty minutes of physical activities each day, and can help prevent and reduce obesity among children. 4 Obesity is posing a serious threat to our nation. Obesity rates are dramatically higher than they were over a generation ago. Over the last 20 to 30 years the cases of obesity has tremendously increased. Childhood obesity has tripled since the early 1960s. At risk children are those whose BMI is between the 85th and 95th percentiles. There are about 20 percent of children in the United States who has a BMI over the 95th percentile. Body Mass Index (BMI) is the weight and height of a person calculated together.......

Words: 2714 - Pages: 11

Free Essay

White Paper

...Johnson & Wales University Providence, Rhode Island Feinstein Graduate School WHITEPAPER “The Port Development of Gaza” A Written Paper Submitted in Partial Fulfillment of the Requirements for the MBA Degree Course: Global Economic Environments-IBUS 5511 Qiong WU 12/11/13 INTRODUCTION My name is Qiong Wu, and I am a consultant of international trade and safety in Gaza. My job is controlling the maritime passage into and out of Gaza thus allowing the safe transport of goods to and from the rest of the world, finding problems and offering solutions to improve the situations there. The purpose of this document is to provide my solutions for the port development of Gaza. Gaza needs to create a new policy to suit the changing global environment that will protect the safety of people’s lives as well as boost Gaza’s economy. BACKGROUND 1. Political Environment Gaza has very long history in the world, and it is also a place that suffered a lot. It has been ruled by both Egypt and Israel and is beloved by neither, which is a problem for all. Gazans are emphatically Palestinian, a national identity forged from the trauma of losing their land to Jewish armies in 1948, the year Israel was established. Many defeated Arab landowners fled to Gaza, where 3 out of 4 residents are classified as refugees. The Jews initially made no claim to Gaza, and the strip of coast became a holding pen administered by Egypt's military. The West Bank was......

Words: 1408 - Pages: 6

Premium Essay

White Paper

...An ISS White Paper Security Strategy Development Building an Information Security Management Program 6303 Barfield Road • Atlanta, GA 30328 Tel: 404.236.2600 • Fax: 404.236.2626 Security Strategy Development Information Security Management A sound information security management program involves more than a few strategically placed firewalls. These safeguards, while important, are only truly effective as part of an overall information security management system. The integration of existing security technologies and processes into a cohesive framework for security management will ultimately reduce inefficiencies and redundancy and ensure the manageability of those solutions. A comprehensive security program should contain the proper balance between people, processes and technology to effectively manage risk with minimal impact on normal business operations. In order to build an appropriate information security program, an organization should assess and define their specific security requirements, design a solution that meets those unique requirements, deploy the necessary policies, technology and procedures, and continuously maintain, adapt and improve that solution. An organization’s overall security strategy will provide a framework for defining those elements necessary in building and maintaining a sound security management program. Strategic planning can take many forms, but the end result should yield a documented approach for achieving goals set within......

Words: 1442 - Pages: 6

Premium Essay

Final Marketing Paper

...Ratios Analysis Janice Simmons ACC/291 August 27, 2014 Charlene Beamon Ratios Analysis Starbucks is the selected organization chosen to discuss ratio calculation findings to explain liquidity, profitability, and solvency ratios reveal about Starbucks financial position. The ratio type that interest users. Data collected and revealed on the performance and position of Starbucks. This paper will reveal information found on Starbucks balance sheet and income statement following calculations on this organizations liquidity, profitability, and solvency ratios on a period of two years. Good writers introduce their topic without ever using such words as this paper or in this paper. After completing a ratio analysis on Starbucks coffee company, I first person is not appropriate in professional papers. looked over 2014 financial statements to determine the liquidity, profitability, and solvency ratios of Starbucks. These ratios reveal data related to creditors, investors, as well as employees. All three ratio data reveals performance and the position of this organization. Liquidity, profitability, and solvency ratios will reveal the financial position of Starbucks. Tools used for liquidity ratio of a company measures the short-term ability to pay its maturing obligations and to meet unexpected needs for cash (p.704). Current Ratio is a measure used to evaluate a company’s liquidity and short-term debt-paying ability: calculated as current assets divided by current......

Words: 626 - Pages: 3

Premium Essay

White Paper

... Culture is connecting with development and is poised to become a fundamental component of sustainable development. This White Paper sets the stage for a revival of arts and culture in Mauritius. My government sees arts and culture as an important lever of social integration and as an industry that can offer employment potential and wealth creation opportunities. While culture in the abstract is a set of mental constructs, it is rooted in a place at a moment in history and is always local. However, we often forget that it is a renewable resource that can and should be nurtured to become a tool for sustainable development. Thus, developing arts and culture fits in our strategy of ‘Maurice République Durable’. Investment in arts and culture provides a stimulus for activity in the broader economy. This White Paper lays the basis for an enabling environment that will provide the right opportunities for realizing the full potential of arts and culture in the total development of our population through actions and policies aimed at nurturing creativity and innovation, while at the same time preserving and highlighting the diverse heritage of our plural nation. I congratulate the Minister of Arts and Culture and Mr Hans Kanhye for this laudable initiative and I invite all stakeholders to give their views on the proposals contained in this White Paper before we translate it into a blue print for action. Dr. The Hon. Navinchandra Ramgoolam, GCSK,......

Words: 20646 - Pages: 83

Free Essay

White Paper

...A New Design Concept of Optical Fibers to Reduce Non Linearity and Bend loss in Optical Networks REENA HARNAL AND SAURAV DUTTA E-2, Sterlite Technologies Ltd, MIDC, Aurangabad, India reena.harnal@sterlite.com, dutta_s@sterlite.com Abstract: Fiber with an Enhanced value of SBS threshold and low macro bend Loss is presented in this paper. The fiber has a SBS threshold value greater than 12 dBm and complies G.657A ITU-T specification for Bend loss. It can be used as a single line fiber in Optical networks. 1. INTRODUCTION Stimulated Brillouin scattering is a dominant nonlinear process in optical networks. In long haul transmission systems, it degrades the output signal once input power reaches above a certain threshold [1]. In FTTH networks bend loss is the main concern because of the stringent indoor wiring requirements. Therefore there is a requirement of an optical fiber, which has an enhanced SBS threshold value and improved bend performance. Such a fiber can be used in different parts of the optical network, in long haul and access networks, as a single line fiber. 2. STIMULATED BRILLOUIN SCATERRING AND BEND LOSS Stimulated Brillouin scattering and Bend loss are the two fundamental effects which effect the signal transmission in optical networks. The below sections describes the principle behind Stimulated brillouin scattering and Bend loss. 2.1 Stimulated Brillouin scattering Scattering is a general physical process whereby some form of......

Words: 2652 - Pages: 11

Premium Essay

White Paper

...Jie quan ACM 681 White Paper Content 1. Abstract-------------------------------------------------------------------3 2. History--------------------------------------------------------------3 2. Products------------------------------------------------------------3 3. Facing more and more rivals-----------------------------------4 4. The way of people do make-up is changing---------------4 5. Be ahead of other rivals and acquiring the 3D printer----5 6. Conclusion----------------------------------------------------------5 7. References-----------------------------------------------------------6 Abstract MAC is a world wide cosmetic company that was once the leader of the beauty and fashion industry. The beauty industry is favorable and everyone wants to get more profits from it; there are more and more new entrance involveD in and the competitors are producing some product that making MAC company less differentiated. Nowadays, there is a new technology called 3D printing machine that is threating the traditional beauty industry. MAC Cosmetics, Makeup Art Cosmetics, was founded in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo in 1985. With the assistance of chemist Vic Casale, the first U.S MAC store opened in 1991, in New York. History The company's products were initially specifically designed for professional make-up artists but are now sold to consumers worldwide. Long before their company history, MAC cosmetics founders directed their......

Words: 964 - Pages: 4

Premium Essay

Marketing Plan Final Paper and Presentation

...vehicles who choose to take advantage of the Target- A- Ride will save on the cost of gas and wear and tear on their vehicles. Target will implement an incentive programs that will help with the cost of Target-A-Ride to get more employees onboard with this program, Target will ensure a safe and on time arrival of the workers, and when Employees get to work on time productive is up and when productive is up sale or up and when sale or up that means that profits or up, some of the incentives will be Target-A-Ride coupons, vouchers for employees who work overtime. (William). Phase II/Wk 3 “Market segmentation breaks customers down into categories based on income, age, race, lifestyles, location or other factors so that you can craft marketing strategies tailored to each segment” (2010). First collect the information about the potential customers, and the employees who will use the service Target-A-Ride. Then you must breakdown the users of the service since it a vanpool service you must break it down geographically and demographically, and you can use Targets data base to learn more about the employees that will be using the service. Evaluate if it is worth targeting, you have to justify if the market is worth targeting is it beneficial for Target to provide this service. Rank it in potential sales, the only way to rank Target-A-Ride is to compare it with other companies providing the same service like the local bus company that give door to door service. The......

Words: 778 - Pages: 4

Premium Essay

Marketing Plan Final Paper

...Mediaplanet Marketing Plan MKT 535 Mark Dinglasan 11/20/11 Overview: This marketing plan presents an overview of the Mediaplanet business model and recommended strategies that will strengthen the company's position and profitability in the North American market. Mediaplanet has been in the North American markets since 2008 and has expanded to six major offices in the United States and Canada. Although the company is international and continues to expand at an accelerated rate, it continues to operate under a start-up mentality and relies on rapid expansion and a large volume of reports published per quarter to generate profit. The company does not have an HR, PR or Marketing Department. The overall company structure is very basic with the key individuals in the North American Operations being the CEO and CFO that work out of the New York office. From there, each office within the North American Operations possesses one managing director, at least two business development managers, and at least 5 publishers that are all under the CEO and CFO. No financial information regarding profitability and financial status were provided to this publisher for the purposes of this project. The marketing plan will demonstrate how unique the Mediaplanet operations are as the owners of the company have created an international publishing company that operates under a very basic structure and operations. This plan will also serve to identify the weaknesses that are starting show......

Words: 7864 - Pages: 32

Premium Essay

Final Marketing Paper Week 7

...HSM430—Planning and Marketing for Health Services Organizations | FINAL COURSE PAPER | New Orleans Public Hospital | 8/21/2011 | Final Course Paper HSM430 Planning and Marketing for Health Services Organizations My market analysis is that New Orleans needs a public hospital and needs one rather badly. It’s been since August 29, 2005, that this city has been without a “true operational” public hospital and that is one year too long. I will include demographics of the area and citizens, a marketing analysis and a sure marketing plan to get this project from a dream to a reality. As I have stated in the above paragraph, my demographic site will be the New Orleans Metropolitan Area. The parishes that will be covered are Orleans and Jefferson Parish. The cities involved will be New Orleans, Metairie and Kenner. In 2006, New Orleans had an estimate of 223,388 citizens. The figure for New Orleans is low based on the year before Hurricane Katrina hit New Orleans and devastated the city. A great number of citizens left the city and the state. In 2010, Jefferson Parish had 432,552 citizens. The state of Louisiana in 2010 had 4,533,372 citizens. Of the citizens that live in Jefferson Paris , persons 65 years old and over was 13.7%. Females represented 51.9%, White persons 62.9%, black persons 26.3% American Indian and Alaska persons, 0.5%, Asian persons 3.9%, persons of Hispanic or Latino origin 12.4%. High school graduates over the age of 25......

Words: 2709 - Pages: 11

Free Essay

Social Media Marketing Final Paper

...Table of Contents I. Mission Statement II. Executive Summary III. The Business • Strengths and weaknesses • Legal Structure • Business Description • Organizational Structure • Service Description • Objectives • Keys To Success • Company Summary • Company Ownership • Location • Management and Personnel • Litigation • Risk Factors IV. The Marketing • Markets (Segmentation) • Overall potential market • Competition • Distribution and Sales • Marketing Strategy • Overall Industry Analysis • Market Analysis • Strategic Alliances • Technology • Future Products/Services • Industry and Market Trends • Sales (Strategy) V. The Financials • Uses of Funds • Income Statement • Cash Flow Statement • Balance Sheet • Income Projection • Break-Even Analysis VI. The Supporting Documents Mission Statement: Globally equalize the entertainment playing field by giving every individual an unbiased opportunity at accessing the right doors and taking control of their destiny. Executive Summary: MusXtreme LLC is an Internet company that embodies one of the four main facets of the entertainment industry, music. Musxtreme.com connects musical talent to the......

Words: 2773 - Pages: 12

Premium Essay

Transactional Marketing White Paper

...DRMS | Drewes Restaurant Marketing Solutions ¡°Build Your Brand. Drive Your Sales¡± www.drmsmarketing.com Transactional Marketing: The evolution of Direct-to-Consumer Marketing Intro: For decades, Marketers have sought after the next best way to efficiently and effectively reach loyal or potential consumers with offers and rewards. Consider the ideal tool for a marketer. The ideal tool would offer the following features and benefits: Scale: Ability to reach a large scale audience and have significant impact Targeting: Target based on a consumer.s actual or potential behavior Engagement: Interact with the consumer in their most receptive environments Attribution: A consumer.s involvement and self-acceptance on an offer Measurement & Validation: Accurately measure & analyze results to gauge impact and incrementality Impact: Significant results & efficient pricing that enables a positive ROI model Privacy: Welcomed, non-intrusive communication that respects consumer.s privacy Now, consider today.s marketing options: - Mass Media (TV, Radio, Print) - Newspaper Inserts / FSI - In-Store Communications - Direct Mail (solo & co-op) - Database Marketing - Email Marketing - Social Media - Daily Specials Not one of today.s options are able to provide all the desired features. Introducing the age of transaction-based marketing. Debit and Credit cards have long been generating transactional data that personify and identify a cardmember.s purchase history. In the past few years,...

Words: 1273 - Pages: 6