Marketing Analysis HW #5

(1) Conduct a communication marketing analysis for one of the following: McDonald's,

Burger King, Sonic, Wendy's, or Hardees.

(2) Besides children, identify the target markets that are best suited to each of the

following: McDonald's, Burger King, Sonic, Wendy's, or Hardees.

(3) What types of promotional budget should each major competitor use?

(4) Base on the information in this chapter, how would a company like Hardees

or Carl's Jr. (which owns Hardees) compete effectively against McDonalds?

What type of communication strategy and budget would work best?

1. Burger King Marketing Analysis

Competitors:  McDonald’s, Arbys, Hardees, Sonic, Wendy’s, Fast Food Companies

Opportunities:  Brand positioning,  Distribution of ads, Marketing Approach (TV or Radio)

Target Market:  Flame-broiled burgers/drinks for customers.  Appeal ads and services to target market (toys for kids, coffee for adults).  Design a way to reach target audience (TV/radio commercials or billboards)

Customers:  Examine current competition with other fast food chains.  Use ads and find out which ad work. Develop a menu with fair pricing for the customers.

Product Positioning:  Place advertisements in good places where it can reach a target audience (billboards, prime-time TV).  Construct an advertisement that is relative to something at McDonalds or another fast food place to show people why they should eat Burger King instead of some other company

2.

McDonald’s and Burger King’s target market are in a big range but I would say their ads are mostly directed towards younger adults who eat meat.  These two companies also direct their ads towards coffee drinkers too because both companies sell coffee.

Hardees target market would be males who love to eat meat.  Everytime I see a Hardees commercial it shows some type of huge meaty food filled with tons of calories. 

Wendys and Sonic have a similar target market because they have many of the same products.  Not only that, but both of these chains are open late night and they advertise this on tv.  By advertising and saying that they are open late it is applying to people who are out late.  I believe the target audience for Sonic or Wendys is young adults who stay out late.

3.

McDonald’s:  Meet-the-Competition Method

Burger King: Meet-the-Competition Method

Wendys: Percentage of Sales Method

Hardees: Objective and Task Method

Sonic:  Percentage of Sales Method

4.  Hardees needs to establish communication objectives and once that is done they would use the “Objective and Task” method to try to sell as much of their food as possible.  The company would have to list their objectives , and then calculate what the company needs to accomplish based on its competitors.  Hardees could compete with McDonalds by offering good price/qualiry for their products in their advertisements.