Marketing Research Insights

Assignment details:

The assignment is a two-stage process, a group research proposal and an individual marketing research report. Students are must be involved in a group marketing research project in which they are required to identify/define their group marketing research problem(s). The group is usually self-selected. The marketing research problem can be self-defined or in collaboration with a company or brand with a real live marketing research problem.

For the marketing research project, students should define a marketing-related research problem at the beginning of this module. Students are expected to collaborate and work supervised and unsupervised in groups (max. 5 members). Because of the challenging workload, it is crucial that students co-operate in their groups. Group members will be asked to sign a group contract.

In defining the marketing research project, students should bear in mind that the scope of the project should be appropriate for the application of both secondary and primary research. Particularly, students are required to define the research problem that is suitable for conducting both qualitative and quantitative research. It is essential to demonstrate a good understanding and application of both qualitative and quantitative methods. For the qualitative research, two focus groups are required. For the quantitative research, a survey with a minimum of 150 valid cases for analysis is required. The delivery of the report must reflect the rigor in the research design and the findings and recommendations must contain future insights for the information user. For the second assignment, students must submit their own report individually. The similarity amongst the group members are allowed as this assessment encourages collaboration within the group.

Stage 1: Research Proposal (Group) (25%) :

The research proposal is a plan for your research (see Blackboard for guidelines on structure and contents). - 2,000 words maximum. Students will work in groups of 4 – 5. Students will follow the recommended research proposal (see Blackboard) prepare a plan for the research project, and then receive feedback from the tutor and identify the weaknesses for further improvement before going on to collect primary data for Stage 2, the Marketing Research Report.

 

MARKETING RESEARCH ON BURGER KING

 

Burger King is a fast-food hamburger with an international chain. The company, located in Florida, USA, was founded in 1953 under the name Insta-Burger King (Malhotra, 2007). The company has undergone a long-term transformation, with the owners of TPG Capital, Brain Capital and Goldman Sachs Capital Partners, acquiring state ownership in 2002. This happened in 2010 when Brazil acquired 3G Capital. $ 3.26 billion (South Florida Business Journal, 2010). The new owners have announced the important role of the new product to improve the performance of the company. By 2010, Burger King had about 11,800 restaurants in 74 countries worldwide, while 600 in the UK served 1.8 million servings per week (Bernard, 2007; Becker, Nicola, 2007). All Burger Beef Served at Burger King Restaurant in the UK is derived from 100% grilled beef with no added salt (Levitov, Maria, 2006; Industry News, 2003). ). Burger King UK has also been instrumental in ensuring that governments take steps to reduce obesity and malnutrition. Burger King UK also acknowledges that it is part of its mission to help consumers improve their health and well-being by disseminating information, educating them and expanding their reach.

 

Introduction:

Market Analysis

The “Marketing Mix” is a marketing mix that helps businesses sell their products to their customers. It keeps the product on the market in place and at the right time because it sells a lot and reaches a large audience. The marketing mix is divided into 4P, which are: Product, Sales, Location, and Advertising. Describes how to launch a product to sell more and then come up with a later upgrade. Let’s take a look at today’s Burger King market.

 

 

Marketing Research Insights

Figure 1: marketing analysis

analysis
Burger King has been involved in efforts to reduce the salt content of his products, which the British restaurant tried to reduce the salt content in 2009 and wrote advice for consumers. (Rexrode, 2011). In the same year, Burger King UK signed off on an initial change to the FSA menu, where consumers provided important information for pre-order food purchases (Malhotra, 2007). More information can be found in the ads of any restaurant in the UK and more information can be found on the website. The next step for Burger King UK is the publication of the World Health Guide, in which the company strives to provide consumers with information and to provide the options and products customers need. The BK Positive program has been developed and is expected to have a significant impact on product development and customer information communication (Prewitt, 1992). The next step is the agency's voluntary trip to support the EU's commitment to children's media. In this regard, the company has become one of the 10 companies that strive to promote 100% online anti-publishing ads for children under 12 against Burger King food. This formula includes, but is not limited to, foods containing up to 1.67 g of salt or 660 g of sodium.
 

Marketing Research Insights

Figure 2: total restaurant location

Consumer Analysis

Burger King targeted local media such as bulletin boards, billboards and street advertising. They ensure that all Burger King marketing campaigns are designed to be seen by their customers in public. This is a great way to encourage local shoppers to visit Burger King by chance. They also ensure that the menu and everything else meets the needs and preferences of the locals. Special approaches are used to meet local needs. Burger King has a market share of less than 2% in the global fast-food industry, but the company has little success.