P/M/799. Report on McDonald’s and Burger King’s marketing strategies

The paper examines the principles of marketing used by McDonald’s and Burger King with reference to their unhealthy food images and adaptation to new consumer tastes. An overview is offered of the UK fast food industry, the strengths and weaknesses of competing companies in the burger market, etc. Analysis of McDonald’s and Burger King is conducted using PEST and SWOT models. The companies’ marketing action plan is presented providing information on their product, price, place, promotion strategies, etc. Recommendations are made to enhance the companies’ performance.