Based on what you've learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete
the assessment questions below. Submit the completed template in the Week 10 assignment
Company/Brand Selected (Fiat Chrysler, IBM, Burger King, or Old Spice): Burger
Who are the current customers/users? Include information related to demographics,
psychographics and buying behavior, price sensitivity, customer satisfaction, and loyalty.
For example, You could include information such as whether the brand is trying to appeal to a
particular social or cultural group and how customers perceive the product/brand. It's also
possible to include demographic information related to age, educational attainment, geographic
area, gender, race, employment status, and home ownership. Additionally, you can discuss
psychographic information which includes those attributes that relate to personality, values,
attitudes, interests, or lifestyles of people. This area is also associated with situational life stages
as well as customer beliefs and how customers want to see themselves and be perceived. Some
examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters,
and single moms. Life cycle stages include retirees, new homeowners, college students, and new
parents. Be aware that some products/brands may appeal to a broader customer base than others.
Burger King targets customers between the age of 16-35, both male and female. The company
focuses high society people who have high income and the will to pay for the products. The
HAVE IT YOUR WAY marketing campaign has made a revolution in the industry by allowing
customers to choose ingredients of their products to fit the whole family needs. On
psychographic aspects, Burger King divides its customers from the working class to the lower
social level on how they will be able to purchase fast foods quickly from the restaurants and also
take always to allow customers go back to work on time. On the behavioral factors, Burger King
classifies its customers based on speed and economy benefits, regular users, regular occasion,
and fast food restaurants which have affordable products capable of being prepared and served
on the shortest time possible. On geographic aspects, Burger King divides its customers based on
regions, and most of its customers are found in the USA. It has gradually continued to expand its
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MKT 100Assignment 21186 (6-13-2018)
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outlets to different countries across the world. The demographic segregation divides its
customers as young males, family, and kids.
What do the customers buy/use?
Burger King is a quick service restaurant chain which has a burger as its main product.
Alongside burgers, it offers fish and chicken dishes, fries, salads like the famous Chicken Caesar
Salad and Morningstar veggie. Beverages like iced tea, milk, juice, tea, coffee, frappes, water,
smoothies and sodas, desserts and sweet such as Caramel Sundae, Oreo shake, and Dutch apple
What changes can the company/brand expect in the future? How can the company/brand
better serve its customers?
(For example, you could include information about the current demand for the product/brand,
and how it is changing or has changed including possible variations or modifications in the
future. You may also determine/discuss if the brand/company can take advantage or has taken
advantage of the changes. It's also possible...