Burger King Strategy Analysis

In most fields of study, a plan of action or rather direction is needed for everything; from the basic payroll of employees to pitching to a client in six months. Similarly, Public relations too needs that plan which we term ‘strategy’. In a PR context, strategy defines the direction for external and internal communication; all activities including personal interviews and such to ensure the organization’s image remains consistent (Mahoney, 2013, p. 1). However, there are different ways to interpret the word, Botan and Hazelton’s explanation in this context covers it best. They state that strategy incorporates two overlapping concepts that often tend to confuse people. Grand strategy refers to the higher-level strategies that encompass the organizations

The advert that was used to accompany the campaign was as bold as the concept itself. They used a humanistic approach to deal with upfront competition. Burger King used a concept popular to the Japanese population and framed it to inherently benefit the organization. Hallahan described how framing had implications for public relations and how different types of framing can be used together to offer an epistemic advisory and open an invitational rationale for public relations. Out of the seven he mentioned, Burger King uses at least two of the frameworks. Essentially, a frame is the decision maker’s understanding of ‘the acts, outcomes and contingencies associated with a particular choice’ (Kahneman & Tversky, 1979). Framing of choices is an extremely well researched area mostly based on work of psychologists; the key is to understand that the possibility of a loss has a far greater impact on decision making than does the possibility of an equivalent gain. Burger King went head on with McDonald’s, however the organization took calculated risks. To attract the Big Mac fan base, BK overcame the comfort added by the status quo in its message and emphasized the positive gains of switching brands. The alternative choice

newspapers, magazines, websites, mobiles etc. Following this truth, Burger King would have to be a powerful campaign. A rhetoric perspective on this campaign reflected the audience response as well as how Burger King persuaded the audience to respond that way. It wasn’t’ a manipulative play as most critics of rhetoric or rather PR would argue but a calculated strategized move on the firm’s behalf. A culturally understood concept of fast food, the idea that McDonald’s is relatively cheaper and the acceptance of a traditional game play the key factors into the framing of this rhetoric