Marketing

In 2014, Burger King decided to eliminate the “Satisfries” product from its menus. Read the following short article for more information about this product and its failure: http://www.wsj.com/articles/burger-king-drops-lower-calorie-fries-1407964129 (it is also attached as a PDF).

After reading the article, answer the following questions: ( YOU WILL FIND THE ARTICLE IN THE MATERIALS WITH CHAPTERS 7, 4 )

1. Discuss 2 segmentation methods (i.e., geographic, demographic, psychographic, behavioral) that you believe were used as part of the Marketing strategy for this Satisfries product. Explain why you feel this is the case. Chapter 7

2. If you were in charge of research at Burger King, what 2 research methods would you have used to assess consumers’ perceptions of Satisfries before the product was launched? Be specific. Chapter 4