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MKT 501
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2208240004
Week 2 discussion
Competitive Profile Matrix
For this case, Burger King is chosen and KFC and Mc Donalds as its competitors.
Burger King KFC McDonalds
Weighte
Critical success Factors Weighte Weighte
Weight Score Score Score d
d score d score
Score
Brand Image 0.1 3 0.3 4 0.4 4 0.4
Product quality 0.15 4 0.6 4 0.6 3 0.45
Price 0.15 3 0.45 2 0.3 4 0.6
Advertising 0.1 4 0.4 3 0.3 4 0.4
Customer Loyalty 0.1 3 0.3 4 0.4 4 0.4
Service 0.1 1 0.1 3 0.3 4 0.4
Global Expansion 0.05 2 0.1 4 0.2 3 0.15
Location 0.05 4 0.2 4 0.2 4 0.2
Market Share 0.05 3 0.15 3 0.15 4 0.2
Innovation 0.06 2 0.12 3 0.18 3 0.18
Sales 0.09 3 0.27 3 0.27 3 0.27
1 2.99 3.3 3.65
The critical success factors are
Brand image is the general impression of a product held by real or potential consumers. A brand identity
is made up of what the brand says, what values are, how the company communicate theis product, and
what they want people to feel when they interact with the company.
Product Quality means to fit in features that have a capacity to meet consumer needs (wants) and gives
customer satisfaction by improving products and making them free from any deficiencies or defects
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Customer Loyalty is the result of consistently positive emotional experience, physical attribute-based
satisfaction and perceived value of an experience, which includes the product or services.
Price Competitiveness is setting the price of a product or service based on what the competition is
charging so that they are competitive with the prices of other companies.
Advertising is the activity or profession of producing information for promoting the sale of commercial
products or services.
Global Expansion implies more than just making investments in nations outside of the company's home.
Service is a valuable action, deed, or effort performed to satisfy a need or to fulfill a demand.
Store Location is a particular place where the business is located.
Market share is the percent of total sales in an industry generated by a particular company. Market
share is calculated by taking the company's sales over the period and dividing it by the total sales of the
industry over the same period.
Innovation can refer to something new, such as an invention, or the practice of developing and
introducing new things. An innovation is often a new product, but it can also be a new way of doing
something or even a new way of thinking.
Scoring or Rating
1 – major weakness
2 – minor weakness
3 – minor strength
4 – major strength
Brand image
For KFC and McDonalds, I rate brand image as 4 but for Burger King, I rate 3.
Product quality
I rated KFC's Product Quality a 4 because their quality control begins from the supply of all the raw
materials. Audits are also carried out by a team of food technologists from the KFC Quality Assurance
Department to ensure food safety, quality systems, packaging facility, distribution and transportation.
McDonald's Product Quality is rated a 3, because while McDonald's claim to use 100% pure beef for
their burgers, their serving is not 100% customer friendly. But despite of that, they still have a long list of
quality food on their menu.
For Burger King, I rated a 4 since it offers a variety of burgers and gives good taste.
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Customer Loyalty
For KFC's Customer Loyalty, we rate it also 4 since they have won the Loyalty and Engagements award.
For McDonald's Customer Loyalty, we rate it a 4. Consumers are already fond of McDonald's affordable
food. McDonald's also claim that they are the "first choice when it comes to food and dining
exnerience”.
Burger King understands the importance of acquisition efforts that drive growth—and the engagement
tactics that can help sustain it. Through their loyalty program, Burger King offers incentives and benefits
that reward and recognize customers, bringing them back to the Burger King. Thats why I rated 3.
Price
For KFC's Price Competitiveness, we rate it 2 since their prices are somewhat expensive compared to
Mcdonald's.
For McDonald's Price Competitiveness, we rate it a 4. McDonald's offer a variety of food which are
affordable, and also have what they call "McSaver Meals"
Burger King price socring is rated a 3 since it is cheaper than KFC.
Advertising
I rated KFC's Advertising 3 since they barely advertise their store on ads or on televisions (commercials).
But then the chain is well known for the "finger lickin' good" slogan, which originated in 1956.
For McDonald's and Burger King Advertising, we rate it also a 4. McDonald's is also competitive when it
comes to advertising. Over the years, it has released many strategical television commercials that aims
to touch the hearts of people by using topics such as family, young love, friendship, and even uses
popular love teams.
Global expansion
For McDonald's Global Expansion, we rate it a 3. McDonald's have more than 36,000 branches in 119
countries, outnumbering Jollibee in the international market. In the Philippines. McDonald's have more
than 500 branches nationwide. But still there is none in my country Myanmar.
I rated KFC's Global Expansion a 4 since KFC is the best example which shows the work done in
integration in order to take any important decision or production and launching of any new product.
There are various departments which work on the fundamentals of the integrity growth which helps in
providing company strength.
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I rated Burger King a 2. Although it already had global expansion, it still lags behind when compared to
KFC and Mc Donalds.
Service
KFC's Service, I rate it 2 since KFC continues reaching out to customers with home delivery in more than
300 restaurants in the United States and several other countries but it does not provide self service
touch screens in most of the shops.
For McDonald's Service, we rate it a 3. McDonald's drive thru and delivery services are excellent.
Customer service can at times be unsatisfying due to, but minimal, discourtesy and inautenuiveness
Burger King customer service is ranked 534 out of the 1007 companies that have a
CustomerServiceScoreboard rating with an overall score of 30.48 out of a possible 200 based upon 1745
ratings. This score rates Burger King customer service and customer support as Disappointing. So I rated
it 1.
Location
I rated 4 for all 3 companies.
Strategies to make further improvement
According to above results, Burger King has some weakness. It has major weakness in customer service
and minor weakness in innovation.
Customer Service
To Improve Customer Service, the firm should
Understand customer needs
Seek and promote customer feedback
Set and communicate clear service standards
Delight customers by exceeding their expectations
Capture and share examples of great service
Create easy and effortless customer service (Larkins, 2021)
Effective customer service ensures
customer loyalty( Loyal customers have many benefits for businesses)
Increase profits. ...
Customer recommendations. ...
Increase conversion. ...
Improve public image
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Innovation
We can create an innovative environment by the following strategies,
Making innovation a core value
Hiring people with different perspectives
Giving employees time and space to innovate
Encouraging collaboration
Having a feedback process
Implementing ideas as soon as possible
Rewarding employees for their ideas
Offering training (Business Victoria, 2022)
REFERENCES
Business Victoria. (2022, September 15). Improve employee innovation.
https://business.vic.gov.au/business-information/grow-your-business/improve-employee-
innovation
Comparably. (2022). Burger King: Burger King and Competitors. COMPARABLY.
https://www.comparably.com/companies/burger-king
Cuofano?, W. I. G. (2022, September 13). What Is A Competitive Profile Matrix And Why It
Matters In Business. FourWeekMBA. https://fourweekmba.com/competitive-profile-
matrix/
Hitt, M. A., Ireland, R. D. & Hoskisson, R. E. (2011). Strategic Management: Competitiveness
and globalization (9th ed). USA, South -Western. Johnson, G., Whittington,R., &
Scholes, K. (2011).
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Larkins, K. (2021, April 16). How to Improve Customer Service - 20 Practical Tips. KSL
Training. https://www.ksl-training.co.uk/free-resources/customer-service/how-to-
improve-customer-service/
Ozyasar, H. (n.d.). What does the CPM ma- trix do? Small Business Index. Retrieved from
http://smallbusiness.chron.com/cpm- matrix-do-67032.html on 23 September 2013
(2022b, October 6). How Burger King Is Driving User Engagement and Loyalty Through
Gamification. Braze. https://www.braze.com/customers/burger-king-case-study
