In 2015, Burger King, one of America's oldest fast-food chains, continues to face intense competition from McDonald's, Wendy's and the emerging fast-casual restaurant chains. As a result, Burger King must come up with a marketing mix that contracted the difference with McDonald, the business leader and will distance it from its competitors.
The marketing mix will even affect Burger King's apportionment of resources between domestic and international markets. Fabrizio Di Muro is affiliated with University of Winnipeg.
PUBLICATION DATE: December 11, 2015 PRODUCT #: W15569-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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