INSEAD Burger King Iconic Brand Popular Among Individuals Aged Case Study
I don’t know how to handle this Marketing question and need guidance.
These are the following questions I need help with answering.
5. Segmentation:
a. Which consumer segment does Burger King mainly targets? Explain. Is Burger King’s strategy consistent with the consumer segment among which it is most popular? Explain.
b. Which product and service attributes do fast food consumers value? Explain.
c. Which segmentation criteria should Burger King use to more effectively identify consumer segments that value the attributes identified?
c Hint: See Figure 4.1 in Chapter 4 of the textbook for a list of criteria.
6. Objective:
a. What is Burger King’s main objective? Explain.
b. Burger King’s managers believe that one of the brand’s problems is located at the cognitive stage of the hierarchy of effects. What could have lead them to believe this? Explain. Does this problem pose a threat to Burger King’s main objective? Explain.