Background Burger King is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King,in Jacksonville, Florida. After Insta-Burger King ran into financial difficulties in 1955, its two Miami-based franchisees, David Edgerton and James McLamore, purchased the company and renamed it Burger King. Over the next half century the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late 2010 3G Capital of Brazil acquired a majority stake in Burger King in a deal valued at $3.26 billion. At the end of fiscal In September 2008 the agency created a high profile television spot for Microsoft featuring Jerry Seinfeld and Bill Gates that received negative media attention. The 'I'm a PC' campaign that followed fought back against Apple's Mac vs. PC campaign and contributed to Windows 7 becoming the fastest selling version of Windows to date. MAIN PROBLEM: After analyzing Burger King’s case study we can see that their main problem is that they are attracting new customers while alienating others. Another problem may be that their advertising crosses the line and can be persieved as un-ethical advertising. A third problem is being the number two burger joint in the country. STRATEGIES: * A campaign focused around taste tests between the Whopper and McDonald’s Big Mac similar to Pepsi-Cola’s “Pepsi Challenge” against Coca-Cola. * In Facebook campaign after facebook banned their link they said: “Facebook has disabled Whopper Sacrifice after your love for the Whopper proved to be stronger than 233,906 friendships.” * They need to focus on attracting new clients, but also they have to take care of the old clients. They can do this for example with a card that after buying a certain amount of times they have a free whooper. Questions 1. What do you think of Burger King’s advertising tactics? Is it OK to attract new customers while alienating others? Is Burger King’s advertising ethical? Explain.
The tactics that is using the
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