when McDonald's was the No.1 hamburger chain and Burger King was No.2, a marketing
study revealed that Burger King had developed a highly cost-effective
way of deciding where to locate new restaurants. While McDonald's would
spend millions of dollars carefully determining ideal spots in which to
build, once that decision was made and construction began, Burger King
would simply build a new restaurant across the street. By smartly
leveraging McDonald's research, Burger King achieved a virtually
identical location outcome at a fraction of the cost.
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