Burger King Corp. Harvard Case Solution & Analysis

Burger King

What is unique about the customer journey for your web site or company? What special issues does your customer face?

The restaurant that will be discussed in the paper is Burger King. Burger King is a renowned restaurant who does not really need to educate its customers about the products it sell. In fact, people do recognize the brand and it has a strong standing globally. However, the customer decision journey (CDJ) for restaurants is quite different to a skin cream, for instance. People mostly purchase a restaurant experience through word of mouth and social media advertising. People are particularly dependant on mobile devices and endorsements to make reservation and purchase decision for restaurants. While making a reservation for a dinner with friends in advance, or even trying to find a quick sandwich for lunch; mobile devices and word of mouth play an important role in purchase decision of customers. The unique features with customer journey at a restaurant, specifically speaking about Burger King are related to the fact that it is a consumer based fast food chain.

What do you believe are the key points in the customer journey?

The key points in customer decision journey are the four stages that are: consider, evaluate, buy and advocate, bond and enjoy. Under the proposed key points, Burger King has already made good brand equity and image in the mind of consumers; which indicates that Burger King has established itself as the one that is in the circle of consideration. However, the funnel technique is somewhat applicable to this case scenario in a sense that Burger King is not chosen as an outset brand from which customers may go outright. There are also other brands that are comparable to the standard of Burger King but yet, it is maintaining its brand image in the mind of consumers through regular advertisements.

The next stage in the voyage of consumer journey in order to make a decision is evaluation. A consumer hears about a particular product or brand and then gathers reviews on it, in terms of its attributing features. For example in the case of Burger King, a consumer will like to know from the peers who have tried it about its taste, the economical factors, the ambience and the specialty or its best selling product in the fast food chain. Burger King’s evaluation then ends into a positive direction; consequently it has gone through the evaluation stage which precedes the buy stage. The buy stage is one that is in accordance to the action stage in the AIDA plan. Once the attention span of the consumer is in your court and the interest as well as desire to buy is created; then the action stage is executed by that consumer in which he intends to purchase the product based on his evaluation. Here the model talks about the point of sale, which is a stage in the journey where the company presents itself. It is the point where the efforts of consideration and evaluation are to be tested and justified through sales and quality of the product.

This is where one retains an image, and is more of a first and last impression scenario in the mindset of consumers. Burger King has retained its image by maintaining its quality yet the pricing structure seems to be a bit uneconomical but the quality justifies the price of the product and hence it stands out on the buy stage. Once the customer has gone through the buy stage, then the next stage that follows reflects consumer retention and loyalty. After having a personal experience with the product offering, the customer then decides whether to try it again or not. Therefore, if the consumer gets through the buying stage and is pleased with the firm’s offering, then that consumer retains his loyalty to it. But consumer’s preference can change and therefore it is the duty of the firm to follow the market trends before its offering becomes mature. Burger King has shown a lot of potential on this end by providing seasonal food at different time horizons. In addition, the customer here seems to enjoy the loop which was referred to as the circle of encouragement and bonding........................

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Describes the operating system unit Burger King. The case has no solutions focus, it is designed for use with the McDonald's Corporation Students are asked to compare the two operating systems, networks of fast food hamburger. Careful analysis will detect the subtle and not so subtle differences between the two operating systems selected the two companies. "Hide
by W. Earl Sasser, Jr., David C. Rikert Source: Harvard Business School 15 pages. Publication Date: December 1, 1980. Prod. #: Six hundred eighty-one thousand and forty-five-PDF-ENG

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