INTRODUCTION: Burger king is the most famous brand of New Zealand in the fast food industry. David Edgerton opened the first restaurant at Miami in 1954. At that time the fire grilled hamburger was sold at 18 cents and milkshakes also for 18 cents. Since then it has travelled a long journey to the year 2012. There were many factors that influenced its marketing strategies of burger king.
DEMOGRAPHY FACTORS $ ITS INFLUENCES ON MARKETING STRATEGIES
Demography is the study of distribution of human population in relation to the social factors for example geographic boundaries. Some of the demographic factors are culture, different ethnic groups, race, multicultural society, age, education level, religion etc.These diverse factors influenced to change the marketing strategies. Culture defines the people's identity so the organization should know that the people are influenced by the culture as well. Burger king is a culture friendly brand. As in the past time people were not familiar with the fast food and no one use to eat much fast food so these factors influenced burger king to change their marketing strategies. The change in the menu and marketing of the brand helped them to make a good image in the market. The hamburger and whopper burger attracted the cultural people of the New Zealand. The whopper and hamburger has always been the specialty of the burger king. This connects burger king to their customers. In the cultural society when one or two person eats burger king's burger then the whole cultural society eats the burgers. Their marketing strategy was to attract the people from the different ethnic groups and multicultural societies.
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ECONOMIC FACTORS $ IT'S INFLUENCE ON MARKETING STRATEGIES
Economic factor also has a influence in the marketing strategies of the burger king. These factors include:
INFLATION- This means persistent increase in price of the goods and services affects the marketing strategy so in order to overcome this problem burger king kept their prices constant which helps them to get the customers.
INTERESTS RATES - Interests rates on loans, company borrow money for production and expansion and this also affected the marketing strategy of the burger king.
EMPLOYEMENT - More employment means better income and increase in demand. So this factor affected marketing strategies like they set up the prices of their products according to the employment rates in New Zealand. At earlier times people does not have a larger income, so the prices of the food products kept low and as the income rates went up during the past five years and the prices of the burger king also went high but today also Burger king is one of the best and affordable brand of New Zealand where you can get the 2 dollar burger also and a 10 dollar burger also.
DISPOSABLE INCOME - IT is the money that is available for spending after paying one's all expenses. So the people want to spend their money on something which is best and trusted. Burger king is a world famous brand with its flame broiled beef and the logo "Have it your way" makes it different from other fast food hamburger restaurant chains.
BUSINESS CYCLES - Especially in the booms and the recessions the marketing strategy changes a lot. In the recession when no one can afford high prices then prices are fixed accordingly and same is the case in the booms.
SOCIO CULTURAL FACTORS & ITS INFLUENCE ON MARKETING STRATEGIES
New Zealand is a multicultural country and the people from different countries and cultures live here. The burger king is socially attached to people of New Zealand. We have Maori people, Pacific islander, Fiji ,kiwi people and Asian people also . The new Zealand people mostly like to eat the beef burgers in burger king. The whopper burger and the hamburger is the most famous burger in New Zealand. The Indian population does not usually eat beef; they like to eat the chicken and the vegetarian burgers, so the burger also has the best salad burgers and the chicken burgers. This attitude of burger king connects them to the people from each and every community and their marketing strategy is different for every community.
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SOCIAL MOBILITY - As people from different countries migrate to New Zealand for studies, work and business as well. As I also came to New Zealand from India to study here and I do not eat beef as in India no one eat beef. So I found burger king best brand which serves me the chicken burgers and the veggie burgers. The demand of the every community is different and In order to earn the profit one company should meet the requirements and demands of the population.
If we are members of a cultural society, their values mean a lot to us. If our society does not eat pork or bacon then we also does not eat pork and bacon. Burger king gives us all the varieties of products to choose and gives us the best quality burger. This quality of burger king makes the people to trust on this brand and the people are attached socially and culturally with burger king.
WHY THEY ARE "KING"
Burger king has a great brand value with the global platform. Burger king and the whopper are the most famous brands of the world. Brand week magazine in June 2005 declared burger king at the 15th number in the total of top 2000 brands of the America.
TECHNOLOGY & ITS INFLUENCE ON MARKETING STRATEGIES
The new technology and has brought the change in the population of the New Zealand. Digital internet and the internet have changed the image of the marketing all around the world. The new discoveries of the machines have made the business easier for the burger king. In burger king we have milk shake machines, broiler machines, coffee machines etc. So all these changes in the technologies has helped them to serve the good quality of food products in a very short period of time.
INFORMATION TECHNOLOGY- Technology has also brought the change in the customers as well. Today, you can search the new promotions and the prices of the burgers on the internet. The change in the prices of burgers, new promotions, and the new burgers are all on the internet. One can easily know each and everything about burger king, its history on the internet.
Everything in burger king is made with the help of the machines, for example burger king has coffee machines, one has to only press the button and the coffee is ready. They have shake machines as well and broiler to cook the beef. The burger king is very famous for its flame broiled beef burgers.
Apart from that payment system is also electronic. Customer can customize his or her products also.
ATTITUDES TOWARDS ENVIRONMENT & FITNESS AND HEALTH
The attitudes of the people have been changing from the 1990's .Many factors has made the customers more demanding, evaluative and critical than the previous customers .Today customers are more concerned about the conservation and recycling of the materials. People are also very concerned about their fitness and health. The burger king has an image in the market that they provide healthy burgers and healthy food to the customers. Burger king has maintained their brand image from last many years. Customers are also concerned about the packaging whether it is biodegradable or not. The consumer like the diet food and healthy food. Consumer demands organic food now. Burger king gives all those customers good choice to customize their burgers for example diet conscious customers can choose no mayo in the burger and no cheese as well. Apart from that burger king has diet coke and coke zero for the diet conscious customers. Consumers demand for each and every information like sugar and fat in the product they are consuming. So today customers are also concerned about health and safety as well as the taste and quality of the burgers.
So the burger king since 1954 till 2012 has been able to make good relations with the consumers. They made changes, they promoted their products, and they changed the marketing strategies with the change in the attitudes of the consumers. The economic factors, social factors, technology and attitudes towards environment, health safety are the some factors which affects the marketing strategies of the burger king.
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