Benchmarking of Mc Donald Vs Burger King

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Topic: Bench marking of McDonald Vs Burger King and Target costing of Nissan
Paper Type: Coursework
Word Count: 1150 words
Pages: 05 pages
Referencing Style: Harvard Referencing
Educational Level: Graduation
Bench marking of McDonald Vs Burger King and Target costing of Nissan
[Writer’s Name]
[Institute’s Name]
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Benchmarking of Mc Donald Vs Burger King
Benchmarking is the continuous process of comparison of our processes, products and services
over those of competitors or those companies recognised as leaders in order to identify and adopt
best practices. Benchmarking experiences are applicable to both manufacturing companies and
organisations that provide services, and in this case will be made a comparison between two
major fast food companies: McDonald's and Burger King.
McDonald's is an American company that has made the leap and left of its original market to
conquer the world with its quality. The secret of success is to offer an excellent balance between
quality and price. The first place in the history of fast food service was opened by the McDonald
brothers in 1948 in San Bernardino, California; E. U. A. BURGER KING was founded in
Miami, Florida in 1954 by James McLamore and David Edgerton, two young entrepreneurs who
started a business based on a different concept to that which existed so far, offering guests
quality food served quickly.
Marketing Strategies
McDonald's applies the same competitive strategy in all countries. Its aim is to enter the market
as quickly and establish the brand as soon as possible through high advertising. The company
tries to differentiate their products and services by creating unique characteristics that are
perceived important by customers. McDonald's also carries out value in the most efficient way
possible seeking to reduce the operating costs and thereby increasing the profits.
Using the new strategy, the Burger King plans to develop the concept "As you wish", conveying
the message that leads the market from the 70-highlights the consumer freedom to choose the
menu, the ingredients that compose it and also ' provide the best and largest burgers'. The main 
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objective of Burger King is to let consumers know that they are the decision makers and the
menus can be really as they want.
Marketing Mix
Product: The Product Category of Mc Donald includes Breakfast (Juice, Hot Cakes, Eggs and
Ham, Coffee, Yogurt with fruit, Mc Muffin with cheese and sausage Mc Muffin), Classics (Big
Mac, Ham Burger & Cheese Burger, Mc Niffica, Mc Pollo, Mc Tocino and nuggets), Happy
Meal (includes games or action figures), Salads (gourmet & garden salad), Desserts (Mc Flurry
or ice cream) and Beverages (Coca-Cola, Soda and orange Juice).
Burger King has a vast variety of products on their menu. Whopper is its main product, made
from 100% beef on the grill. The Product categories include at the grill (Whopper with cheese,
double Whoop, Mega Angus XT), Breakfast (Yogurt, Croissan'wich, Burrito, Hot cakes), Salads
(Caesar Salad, Tender grill, chef salad), Desserts (Sundae, Junior Sundae, Pay, cones) and
accessories (Potatoes, rings, Soda, Cheesy tots).
Price: Mc Donald uses economic pricing through the promotions offered a high quality product
at a relatively low price or pricing based on the value perceived by customers. An artificial price
is set relatively high, with a corresponding discount, which represents a significant psychological
savings for the customer
Burger King offers affordable, economical and suitable for all white audience he addresses. They
produce high quality and hygiene, and therefore pay a fair price. Unlike the competition that
offers reasonable prices, but product quality leaves much to be desired. In addition, from time to
time offer some dishes, like hamburgers tremendously places special low price.
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Distribution: McDonald's has important and impressive distribution system and supplies. The
products came in small batches two or three times a week from major supply centres. But
McDonald's is not an enterprise that needs many intermediaries, thus the distribution channel is
fairly short, such as McDonald's with respect to their brokers use what is called exclusive
distribution strategy.
Target Market: The Targeted customers of Mc Donald range from 14 to 25 years age and
young parents with a child between 2 and 8 years old. Those looking for a fun place where you
eat. Given the aging population average, McDonald holds particular interest in the adult market
(Tony, 2000).
Burger King Consumers are segmented into Kids, Teens and adults. Burger King is committed to
offering each of its products that claim public, but focuses mainly on Teens and Adults, as a
differentiating strategy of McDonald's, which is more oriented to children and families.
Communication: McDonald's uses as a communication tool for their product, advertising,
promotion and sales force, which are non-personal and controllable, so