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In our text books we discuss the external market environment, including the economic and social and cultural environments in chapter 2.   This Wall Street Journal article (subscription required — or search the web using the article title and you will get “back door” access), “As Sales Drop, Burger King Draws Critics for Courting ‘Super Fans,’” (February 1, 2010) describes how two external trends are having a negative impact on sales for the fast food giant.

Thanks to high unemployment and healthier eating habits, those super fans haven’t been so super lately. Burger King has felt the impact more acutely than its main rival, McDonald’s Corp., whose sales are growing.

This might provide a good example to use when discussing chapter 2.  The article also questions Burger King’s targeting strategy.  The chain has focused on its “super fans,” those 18-34 year old, mostly male customers who account for half of all visits to Burger King.

Tags: Burger King

This entry was posted on Thursday, February 11th, 2010 at 3:21 pm and is filed under External market environment, Marketing strategy planning, Segmentation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.