Problem:
You have been hired as a Marketing Consultant for Burger World. They are the 4th largest fast-food hamburger chain in the country and currently own a 10% share of the market. Their main competitors own 45%, 20%, and 15%. They want you to design a promotional campaign that would be in line with their 5-year business plan of increasing market share by 5%.
In 700-1000 words, state how, in general, how you would go about setting up such a promotional campaign.
Avoid giving merely an unsubstantiated opinion. Be sure to base and cite your answer on the relevant principles and concepts of marketing that were presented and discussed in class as well as in your assigned readings.
The book is:
Basic Marketing: A Global-Managerial Appro ach, ISBN: 0072525231 Author: William D. Perreault, E. Jerome McCarthy, Jr. Citation Generatorcopyright © 2004 The McGraw-Hill Companies