11 Imagine McDonald’s asked you to analyze and predict the strategy of Burger King by performing a competitor analysis. Start with the information in the case, but do additional desk research where necessary.

a Define the (marketing) objective of Burger King.

b Identify the current marketing strategy (target group selection and positioning)

of Burger King.

c Determine the strengths and weaknesses of Burger King.

d Predict the future strategy of Burger King: how do you expect Burger King to proceed in the near future? You likely know more about the fast food industry than you realize. If you live in the United States – or pretty much anywhere else – it’s everywhere. Off of every exit on the highway and at every rest stop. In the food court at the mall and on the commercial strips on the outskirts of town. In cities and at airports.

What you may not have noticed, though, is the changing dynamics within the industry. The last several years have seen an absolute explosion of diversity in both restaurant concepts and menu choices. This evolution reflects an industry that has been responsive to changing consumer tastes as well as entrepreneurs finding niche opportunities to profit, an industry that needs to be responsive as consumers become more and more critical about what they eat.