Mr Serdar Senay

Introduction to Business Studies

Introduction

In order to identify and get an insight of the policies of two companies namely Burger King and McDonalds, a thoroughly detailed research has been conducted both in terms of market research with the consumers and secondary research of the existing literature. The aim is to identify the key marketing strategies of these two companies in order to estimate their respective chances of success in the Poland market. In general, in different markets of the world, McDonalds has been trying to localize its products according to the local tastes and flavors. By the way, overall speaking and looking at the big picture, Burger King is much trendier as a brand in the world and it seems more likely to attract the young people of Poland.

Comparison of Marketing Strategies

Founded in 1954 and 1955 respectively, Burger King and McDonalds have always been in a great competition in terms of their marketing efforts.

As stated in the introduction part

Besides young people, it has always been important for the fast food companies to attract the children. Children, in general, have a great influence the behavior of their parents by bringing them to their desired fast food location either Burger King or McDonalds. Marketing to kids is already a very hot topic in the marketing world and these two companies are well aware of this fact. Both companies offer special menu for the children.

Also, Burger King is more innovative than McDonalds and they create a marketing profile which is more likely to make innovations needed for the competition. For example, Burger King was the first to introduce the dine-in concept and drive-through service. (1)

In terms of media