社会媒体的营销策略:快餐 Marketing Strategies on Social Media: Fast Food [2]
论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2017-09-08编辑:cinq点击率:4992
论文字数:论文编号:org201709081516267855语种:中文 Chinese地区:英国价格:免费论文
关键词:Marketing Essay市场营销留学生作业
摘要:本文是留学生Marketing Essay范文,主要内容是以快餐业作为研究对象,分析当今社会媒体是如何成为广告影响力最大的渠道。
ded into more international countries for better opportunities.
Burger King has revenue of $ 4.1 billion.
The Offerings of Burger King were comparatively less and inflexible. However after the restructuring of the organization image by 3G Capital, Burger King made more adjustments in its offerings to cater to a wider target market.
Burger King in the 1970's was at the peak of advertisements; however that lost focus in a decade.
Presently Burger King has around 15000 outlets throughout the world. Almost 47.5 % are in the USA itself.
Comparison of the two organizations.
McDonald's and BK have had a different approach to reaching out to the target market and there is some difference that is also reflected in the social media platform communication strategies. Let us check these out in details.
McDonald's has a different menu at different locations taking into consideration the culture and food habits of different areas. All such geographical locations are equally important. So essentially McDonald's follows a global strategy. Burger King on the other focuses more on the USA outlets and tries to target the local audience more than the international market. As a result McDonald's social media page will have more information regarding the store openings at various locations and pictures if various people at different locations enjoying their food. Burger King on the other hand focuses more on the promotion of new products. The page will contain more information about the features of new products and the price.
McDonald's has a marketing communication strategy with a global identity and so it focuses more on the soft factors such as different people at different location enjoying their meal, different events where customers are participating. So there would be more content to make the customers involved. Burger King on the other hand plays more on the hard factors by describing the new taste and ingredients used and the reasonable prices.
Burger King Page also couples up as a customer complaint portal where people can state their grievance and the customer support team reaches out to them. However, since there are hardly any product features in the MacD page, there are fewer incidents of customer complaints in these pages.
Conclusion 结论
The social media communication strategy clearly depends on the target market that is being catered to and the factors which are being marketed.
A local strategy which focuses more on the products that is being served will have a direct promotional strategy which showcases the product features. A global strategy would focus more on the soft factors that involves more customer participation, opinion polling etc.
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