Marketing Article Analysis

Marketing Article Analysis

Article title: Is burger King’s Big Mac Clone Stealing McDonald’s Lunch Money?

Published: April 29, 2014

Published By: Business Week

News : Burger King’s  same-store sales increased 0.1 percent in the U.S. and Canada during the first quarter—welcome news after falling 0.9 percent in 2013.

Reason for the sales increase

Product Strategy: Burger king introduced Big King and Chicken Big King to its regular menu.

Customer segmentation: the introduction of new menu is meant to attract lunch customer’s that usually go to Mc Donald’s.

Promotion Tactics: To remain competitive with Burger King, McDonald’s will aggressively promote bogo [buy one get one] or ‘two for’ promotions to compete on value and keep competitors from stealing share. And target to increase on beverage sales.

Marketing Article Analysis

Article title: Coach Responds to Falling Sales By Raising Prices

Published: April 29, 2014

Published By: Business Week

News: Coach , the handbag maker of choice for the reasonably wealthy, is losing its grip on the 5 percent.

Reason for sales decrease

Price tag for the bag business is lower than its immediate competitors dubbing the product less desirable and inferior product.

Marketing Strategy

Product strategy: Coach is in the process of trimming its line of bags to around 100 models; a greater share of those offerings will be “upmarket.” 

Distribution strategy: Coach will cut intermediate retail shops and online sites. The aim is to add prestige in the brand as well as quality and exclusivity.

Price strategy : it will increase its prices for to stand out as price equivalent brand with its immediate competitors such as Kate Spade and J.Crew.