Marketing mix

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Marketing Mix for the Burger King Fast Food Retail Student’s Name: Institutional Affiliation: Abstract The Burger King is a fast food retail chain located in the United States but with retail outlets in Europe, Asia, and the Americas. The Burger King is a global franchise that differentiates itself from competitors in the market by allowing customers to individualize and customize orders with a variety of options such as pickles, mayonnaise, ketchup, tomato, bacon, cheese, lettuce, fries, or onion rings. Burger King is the second largest fast-food franchise in the world after McDonald's. Based in Florida, Miami, the organization employs the four Ps of the marketing mix to facilitate business and operational competitiveness particularly in the supply and distribution of fast foods. By leveraging the relative marketing techniques and strategies, Burger King effectively grapples with concerns that are directly associated with aggressive competition for fast foods. This essay evaluates the four facets of Burger King’s marketing mix, it goes ahead to develop a revised marketing strategy and finally recommends the financial percentage that should be allocated to the American and the international markets. Keywords: Marketing Mix, Fast Foods, Retail Chain, Retail Outlets Product Burger King is a fast food franchise that produces cheeseburgers, pies, hash browns, hamburgers, cookies, fries, onion rings, coffee, juice, and salads. Also, the franchise provides healthy menus such as fresh apple slices, wraps, and garden salads. The brand recently introduced crinkle French fries for weight watchers with 30% fewer calories and 40% reduction in fat (Greenspan, 2017).