Case Study

Recommendation:

1. Advertising

2. Personal Selling

3. Sales Promotion, and

4. Publicity

1. Advertising is the dissemination of information by non-personal means

through paid media where the source is the sponsoring organization.

2. Personal selling is the dissemination of information by non-personal

methods, like face-to-face, contacts between audience and employees of the

sponsoring organization. The source of information is the sponsoring

organization.

3. Sales promotion is the dissemination of information through a wide variety

of activities other than personal selling, advertising and publicity which

stimulate consumer purchasing and dealer effectiveness.

4. Publicity is the disseminating of information by personal or non-personal

means and is not directly paid by the organization and the organization is

not the source.

* S:  Second largest fast food hamburger restaurant (FFHR) in the world 

 [*] Strong brand equity 

 [*] Growth model not capital intensive: 90% of its restaurants are owned by franchisees 

 [*] Strong financial performance Developed brand name and products. They got in the fast food scene before it was popular.

W: Their food is viewed as unhealthy which is negative in this more health conscious world. They also don’t really have a path for any new development unless they really reinvent their brand. They are always going to be BK, and always have a whopper. Mcdonalds has tried so hard to get past their image of unhealthy fast food with their salad offerings and such, but it really hasn’t worked. They are still known for their unhealthy fast food, burgers and fries. This shows that trying to freshen a brand, which is so ingrained in our minds, is not an easy task.

O: New product development, particularly around breakfast

* Keep building its brand through ad campaign, such as the Whopper Virgin's

* Expansion into emerging markets

The BK brand has an opportunity in that it has reached cash cow status. They have...