Individual Project Assignment: Burger King’s Development in France

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Growing internationally means getting a specific strategy to enter the market. Burger King’s targeting strategy is to use a differentiated global marketing. The brand’s market represents all the French population without differentiation of age, gender, race… but as the market is different from the American one, they adapted the products to the French market and according to their need. Indeed they are positioning according to the “Foreign consumer culture”.

In term of communication, Burger King used and abused with success of the buzz marketing. After years 16 years, the huge come back was planned carefully, not only using the “rareness factor”. Audacious communication campaign with street marketing showing tarpaulin covering the future restaurants with tweets from followers, also intensive and humorous social media campaign that we can refer to buzz social media. Fans and followers were massively involved and reactions were highly positives. An app was also created in order to make customers wait while playing a video game in the queue. The buzz was huge and the communication very effective. Indeed, the communication strategy knew how to attract the French market and keep them away from the competitors.

For the next few years, Burger King is going to keep growing in the French market but the company’s international expansion strategy is also attempting broaden. For example, India and South Africa, two lucrative and growing markets, are already targeted by the company and settling.

References

Trevis Team for Forbes, 30/09/2015, “Burger King Steps Up Restaurant Growth In France”, http://www.forbes.com/sites/greatspeculations/2015/09/30/burger-king-steps-up-restaurant-growth-in-france/

Michael Stothard for The Financial Times, 28/09/2015, “Burger King France in talks to swallow up Quick”, http://www.ft.com/intl/cms/s/0/1ab26108-65e1-11e5-97d0-1456a776a4f5.html#axzz3ndTxy99U

Ben McPartland for The Local, 28/09/2015, “Burger King to swallow up Quick in France”, http://www.thelocal.fr/20150928/burger-king-in-negotiations-to-buy-quick

Victor Gabriel for blowarketing, 06/01/2015, “Burger King : la savoureuse recette d’un marketing du buzz”, http://blowarketing.com/burger-king-marketing/