Comparing McDonalds and Burger King
1.0 Executive Summary
This report examines how the fast-food service industry uses consumer behaviour principles and techniques to influence consumers. It explores the actions and observes the practices undertaken by the two most prominent players of this particular industry, namely McDonalds Corporation and Burger King Corporation.
Using past and present research and statistics, this reports offers a complete analysis of consumer reaction to advertisements and products, the meaning underlying decision-making, emotions and lifestyles of consumer in this industry.
The objective of this report is to analyse how the fast-food service industry make use of consumer behaviour principles and techniques to influence consumers.
This analysis includes a summary of the industry, a profile of the market the industry's influence on consumer behaviour through learning and perception, consumer decision-making and situational influences.
All data used for this report was researched from academic journals and related books and publications.
3.0 Profile of Industry
An Industry is a commercial production and sales of good (Evans & Berman, 1995:14). It is a specific branch of manufacture and trade.
3.1 Structure of Industry
The fast-food service industry consist of countless big players such as, McDonalds, Burger King, Kentucky Fried Chicken (KFC), Pizza Hut, Red Roosters as well as other smaller-sized companies. In this study, the focus will b on the two most leading fast-food service industry providers that is, McDonalds Corporation and Burger King Corporation.
3.1.1 McDonalds Corp.
McDonalds Corporation is the largest and best-known global food service retailer with more than 28,000 restaurants serving more than 43 million people a day in 120 countries. Raymond Albert Kroc founded McDonald in 1955 in Des Plaines, Illinois. His simple vision of 'Quality, Service, Cleanliness and Value' has brought the organisation tremendous success. 'Our outstanding brand recognition, experienced management, high-quality food, site development expertise, advanced operational systems and unique global infrastructure position us to capitalize on global opportunities' http://www.mcdonalds.com/corporate/index.html
McDonald's vision is to be the world's best quick service restaurant experience. To achieve their vision, they have developed three worldwide strategies:
Ø Be the best employer for our people in each community around the world
Ø Deliver operational excellence to our customers in each of our restaurants; and
Ø Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology.
3.1.2 Burger King Corp.
Burger King Corporation though a leader in today's fast-food industry, is still number two, behind only the indomitable McDonalds. James McLamore...