Illustration of a natural market

Before Burger King would undertake the re-positioning of their brand suggested in our illustration of a Buyer Behavior Flow Chart (see), they might have been perceived as better than McDonald's and Hardee's on both preparation quality and home-made taste, but worse than Wendy's. Yet there are prerefences for a brand that is high on both evaluative dimensions. An area on a positioning map with preferences but no brands can be called a natural market.

What this shows is consumer preferences for a burger restaurant that has high preparation quality and high home-made taste. Burger King could change perceptions of their brand to move into this area and profitably serve this natural market.

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