Uk Eco

Business Report

An analysis of market segmentation

and marketing mix of

Burger King

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Name: Beryl

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1. Introduction

1. Introduction

1.1 Aim

The purpose of this report is firstly to investigate the market segmentation about Burger King. The second aim is to display a analysis of marketing mix of Burger King.

1.2. Background

Fast food has been very popular nowadays through out individual’s life, people are busy to work and study in modern society, consequently they prefer to choose fast food for convenience. Therefore, Burger King attained most people attention. Burger King is a fast food restaurant which founded in 1954 and is the second largest fast food hamburger chain in the world. More than 11 million consumers visit Burger King each day all over the word. Their commitment of premium ingredients, signature recipes, and family-friendly dinning experiences is what has defined their brand for over 50 successful years, (Burger king, n.d.). Also, in every corner of United States, whether in big cities, highways, or even casual neighborhood corner, Burger King can be found to be seen. In fact, from James Mclamore and Dave edgerton jointly run the first burger king restaurant at Miami in Florida in 1954, however, the two founders of burger king have always maintained the concept of providing customers reasonable price, high quality products, fast and convenient service and a clean environment, so far as the international franchises of fast food industry which across 50 states and 73 countries in the world and there are more than twelve thousand outlets. In 1996, Burger King purchased Davgar company, the biggest acquisition of Burger King. In 2002, The organization of Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners spent 15 billions dollars purchasing Burger King. In 2005, the first Burger King restaurant opened in Shanghai in China. (Burger king, n.d.).