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Marketing Research Essay Example

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Marketing Research

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I had been reported through several media that horse meat was being added to beef products from several main producers of burgers and other foods in the industry. Among the companies who were indicated to be involved in this scandal were Burger King and Tesco, the two giants in the industry. This issue of meat adulteration came to be referred by many the “Horse Meat Scandal” (HMS). The scandal did not only have immediate effect on the meat business, but also the idea of shopper trust in items offered by the companies was put out of offset as an issue of its secondary impacts. Loss of customer trust is in this manner nearly identified with a large number of moral, lawful, wellbeing and sometimes religious issues that HMS achieved (Stewart & Saren 2014).This, however affected many of the companies that are major competitors in the industry. They included Tesco, Burger King and Findus. The implication of this was that the consumers opted to lean back to companies such as McDonalds, which were not involved in the scandal. The scandal, therefore, favoured some competitors while it was a market disaster for others like Burger King. In addition, how well a company responded to the scandal determined its recovery of the consumer trust. For instance, Tesco faced the issue with confidence and admitted having been lax in the control of supply chain (Stewart & Saren 2014). The apologetic move served the company well, and its return to the market was rapid.Burger King is an American company which has a global chain of hamburger and other fast foods. The company, which was founded in 1953 has been successful in the food industries becoming among the main market figures in the industry. The company operates independently in each country where it is present in the supply of beef and other products obtained through independent arrangement by the local branch. In the United Kingdom, Burger King is among the largest companies in the fast food industry and claims a market share that is third largest behind McDonalds and Tesco in most of the areas (Stewart & Saren 2014).The Horse Meat Scandal was one of the biggest hurdles that Burger King, as well as other companies involved, have had to get over. Retaining the consumer trust and loyalty has not been an easy task for the companies. In addition, the media involvement ensured that the scandal was widely discussed leading to negative attitudes among the consumers and the

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Massey, J.(2004). “Managing Organizational Images: Crisis Response and Legitimacy Restoration.” In Responding to Crisis, ed. by Millar, D & Heath. London: Lawreance Erlbaum Associates, Publishers.

Stewart, D., & Saren, M. (2014). The marketing pathfinder: key concepts and cases for marketing strategy and decision making. http://catalogimages.wiley.com/images/db/jimages/9781119961765.jpg.

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