Burger King (BK) ranks in the top 5 among fast food hamburger chains. Capitalizing on its legacy of flame-broiled beef and a commitment to quality ingredients, Burger King enjoys more than 11 million annual guest visits in their restaurants worldwide. With locations in urban and rural areas across the US and in many other countries, their target group includes males and females of varying ages as well as young, single people not living at home and couples with young children. They also target persons from different income and occupational groups and across low, working and middle classes. In recent years, in response to customers who are more health conscious and do not want their trademark Whopper or similar menu offerings, their menu has been adjusted to include healthier options such as salads, wraps, shakes and smoothies. In general, their menu caters to persons who are frequent fast food eaters and who enjoy a relaxed, carefree lifestyle. With increasing competition in the hamburger chain market, Burger King is committed to working to maintain a healthy market share in this ever-growing market.

B) Using information from the case, define and describe the various types of segmentation that

Burger King is using to segment the market for its products.(12 marks)