...Introduction Burger King is the world’s largest flame broiled fast food restaurant chain. As of 2011, Burger King operates restaurants in 12,300 locations serving over 11 million guests daily in 76 countries and territories worldwide (Burger King , 2011). Burger King’s core competency is its unique flame-broiled burgers. This process is difficult to imitate and helps differentiates Burger King from other fast food chains that fry their burgers instead. So much so in fact, no other fast food provider flame broils their burgers. In addition, Burger King allows and encourages consumers to customize the unique flame-broiled burgers with options to their liking. This creates a win-win situation for both Burger King and the consumer. Burger King has the benefit of offering a different product and the consumer benefits by having numerous burger options. Although Burger King has expanded its menu selections, they have remained true to their original flame-broiled burgers. This product gives them an advantage over other fast food chains. Facing intense competition and limited growth opportunities domestically, Burger King hopes strengthen their competitive stance through international expansion. By mid 2009, Burger King was not in any of the following countries: France, India, Nigeria, Pakistan and South Africa. Compare these countries as possible future locations for Burger King. In looking for new countries to enter, Burger King needs to identify countries that fit its ideal demographic...
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...Milton Burger King Background: Burger King, a fast food restaurant business, grew from only 5 restaurants in Miami, Florida to 12,000 restaurants worldwide currently. Their outlets are located in 73 countries around the globe where 66% of them are in the US alone. Their flagship product, Whopper - a big sized burger, went into the market 3 years after the company was founded. The rapid growth in the number of BK restaurants was due to the implementation of the following expansion strategies: 1. Franchise Business and 2. Selling of territorial rights to investors at the same time during the years, BK also experienced several ownership changes resulting from selling and merger of companies. However, 48 years after that, in 2002, they found themselves burdened with financial problems which were caused by those strategies and ownership changes. Issue: Although Burger King became successful out side of the country, why wasn’t they’re successful in other places outside the country? There can be many reasons in why Burger King wasn’t successful I other places outside of the country. One reason can because the market turned out to be too small to support the necessary infrastructure such as being too small to develop slaughterhouses and beefing grinding facilities. Analysis: Although Burger King did not become successful in countries such as Columbia, France, Japan, and Oman, is it possible to give it a second try? Yes: I believe that Burger King can become...
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...(BM7033) CASE STUDY 1: BURGER KING COURSE: MBA (2014/2015) FACULTY: BUSINESS, ECONOMICS & ACCOUNTANCY LECTURER: PROF. DR SYED AZIZI WAFA GROUP MEMBERS: BIL | NAME OF STUDENT | MATRIC NO. | 1 | Hasbiah Hasan | MB1412018T | 2 | Ho Tian Ai | MB1412077T | 3 | Fazha Binti Jazah | MB1412062T | 4 | Nurul Azreena M. Azlan Tsen | MB1412160T | 5 | Ahmad Zahrawi Ahmad Azahri | MB1312075T | 6 | Bryan Osital | MB1312082T | 1) CASE SUMMARY The well-known Burger King with the tag line of “Have It Your Way” has their signature burger of Whopper Burger. Burger King was previously known as Insta-Burger King which was founded firstly in Florida by Keith Kramar and Matthew Burns in 1953. 2 years later, it was purchased by James McLamore and David Edgerton and renamed in Burger King with introduced their first Whopper sandwich in 1957. It has grows over 250 locations in the United States and they sold to Pillsbury Corporation in 1967. Pillsbury was then purchased in 1989 by Grand Metropolitan which then merged with Guinness and forming Diageo, which the latest owner of Burger King. Burger King was the second largest fast food hamburger in the world with the measure of total number of restaurant and system wide sales. The revenue of Burger King is mainly from (1) retail sales that owned by company restaurants (2) royalty payments on sales and franchise fees (3) property income from restaurants leased to franchisees. Management of Burger King planned to boost the...
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...Burger King Clint C. Commander MKT/421 February 25, 2014 Rick Wirth Burger King Burger King is a fast food burger company that has had its good and bad days. 1974 produces a slogan now known as “Have it your way.” At this time with a 4% share of the market, they were getting blown out of the water. Burger King's new ideas to have the consumer have their burger done the way they want it, rather than a run of the mill burger. Early on in the 1980's Burger King had to consistently change their advertising strategy in order to keep growing. In 1982 "Battle of the burgers" and "Aren't you hungry for a Burger king now?” such slogans were used to drive sales. In 1983 "Broiling vs. frying" and 1985 "The big switch". These ads through the years helped to drive market shares from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was used by Burger King about an individual that has never had a whopper before, this sales strategy was purported to drive market share by 10% but the reality of the situation was that the shares only rose by 1%. In 1986-1987 "this is a burger king town" and "best food for fast times" drew a good amount of attention to the company. In 1988 "We do it like you do it" was often utilized however after a year they produced two new sayings that caused great customer confusion. In 1989 "Sometimes you gotta break the rules" and "BK tee vee" with MTV and Dan Cortese with "I love this place". This was a large backslide for Burger King because people on the go and...
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...CASE STUDIES Burger King case study Targeting the Superfan as a means of retaining growth in the fast food market Reference Code: CSCM0246 Publication Date: April 2009 DATAMONITOR VIEW CATALYST After years of poor sales, Burger King has turned its business around and now enjoys healthy business growth. This case study looks at how the company did this by refocusing its marketing towards the Superfan, namely young adult males who have a penchant for fast food. SUMMARY • Diageo was accused of neglecting Burger King under its ownership, letting the brand fall off the radar at a time when fast food in general was reporting favorable growth. The fast food chain's fortunes began to change after it was sold to a private equity triumvirate, which set about investing in promoting the business to the devoted fast food eater. This focus was a success, leading Burger King to gain 'cool status' in many peoples' eyes and to achieve strong growth. • Burger King's focus since being sold has been in targeting the Superfan, that is the 18–35 year old male who enjoys fast food. Company marketing efforts have focused on appealing to this consumer type, using both traditional and new media as a means to gain their attention. • Burger King's marketing has often been controversial, with two 2008 efforts standing out. The Whopper Virgins documentary, in which members of remote communities were given burgers to try for the first time, was deemed offensive and patronizing, while a Facebook...
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...gained experience in the restaurant business in the past. In 1954 the first Burger King was open to the public in Miami, Florida (www.burgerking.ca/en/1122/index.php). By developing the first Burger King, James McLamore and David Edgerton had given the community a comfortable environment to eat inside of the restaurant, because the restaurant was the first fast food business to offer people the option of dining in the restaurant or going to the drive thru(www.burgerking.ca). With McDonalds being the largest fast food chain in the world, Burger King rates as the second largest hamburger fast food restaurant in the world, with Wendy’s following right behind it (Armstrong/Kotler, 450). Burger King came to be the second largest hamburger fast food chain in the world with a total amount of sales at $7.9 billion in the year of 2003, falling behind McDonalds with their sales being $22.1 billion (Armstrong/Kotler, 450). Burger King’s most popular product, the Original Whopper Sandwich was introduced to the world in 1957. The Whopper became a huge success and is still a world known sandwich that has a perfect fire-grilled taste (www.burgerking.ca/en/1121/index.php). This tasty hamburger was created to satisfy their customer so that any one as customer can have their food their own way which relates to their slogan "Have it your way", created in 1974. They state that their vision is to "proudly serve the best burgers in the business, plus a variety of real authentic foods....all freshly prepared...
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...BURGER KING CORPORATION v HUNGRY JACK’S PTY LIMITED (S175/2002) Court appealed from: Supreme Court of New South Wales (Court of Appeal) Date of Judgment: 20 November 2001 Date of grant of special leave: 19 April 2002 The appellant was the franchisor of the second largest food chain in the world. The respondent was the largest franchisee in Australia and for many years had been the sole franchisee. The respondent used its own name Hungry Jack’s for its franchised stores rather than the Burger King brand name. In 1990 after several years of disputes the parties entered into four agreements, which together with the individual franchise agreements in respect of each of the respondent’s stores, governed the contractual relationship of the parties, including the respondent’s development rights in Australia. Under the Development Agreement, the respondent had an unrestricted non exclusive right to develop throughout Australia and was required to develop a total of at least four restaurants per year in Western Australia, South Australia and Queensland. There were continuing disputes between the parties which developed and intensified from 1993 onwards. On 18 November 1996 the appellant served two Notices of Termination of the Development Agreement. On 26 November 1996 the respondent commenced proceedings against the appellant. The primary judge made various findings against the appellant including that the Notices of Termination were invalid and...
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...Burger King: Promoting a Food Fight Questions: 1. What are Burger King’s communication objectives for its targeted audience? 2. With its focus on the “super fan” does BK risk alienating other customers? What are the implications of this? 3. Why is viral or buzz marketing effective? Analyze the design of the Subservient Chicken Web site’s message, including content, structure, and format. What can you conclude from this analysis? 4. Do the TV and viral elements of BK’s campaigns work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign? 5. What other recommendations would you make to BK and Crispin to help them improve the integration of Burger King’s promotion mix? Answers: 1. Burger King’s communication objectives is to reconnect with the super fan customer, which is known to be composed of young men, in order to increase sales and make more profit. Managing to do so is the key to increase company shares value and satisfaction of the shareholders. In order to achieve this goal, Burger King plans on communicating products and promotions to customers, and to remind them that their favorite burger comes from the King. 2. Of course, focusing on a smaller targeted audience in the marketing strategies does induce a risk of alienating customers who are out of this audience. The implications is that BK will get fewer new clients that are not young males, and more young, hungry males that come more often to eat...
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...Burger King Corporation Company Profile Reference Code: F8CC90C1-1A3C-499B-BB52-A2604879F62C Publication Date: Aug 2007 www.datamonitor.com Datamonitor Europe Charles House 108-110 Finchley Road London NW3 5JJ United Kingdom t: +44 20 7675 7000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Americas 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Germany Kastor & Pollux Platz der Einheit 1 60327 Frankfurt Deutschland t: +49 69 97503 119 f: +49 69 97503 320 e: deinfo@datamonitor.com Datamonitor Asia-Pacific Room 2413-18, 24/F Shui On Centre 6-8 Harbour Road Hong Kong t: +852 2520 1177 f: +852 2520 1165 e: hkinfo@datamonitor.com Datamonitor Japan Aoyama Palacio Tower 11F 3-6-7 Kita Aoyama Minato-ku Tokyo 107 0061 Japan t: +813 5778 7532 f: +813 5778 7537 e: jpinfo@datamonitor.com ABOUT DATAMONITOR Datamonitor plc is a premium business information company specializing in industry analysis. We help our clients, 5000 of the world's leading companies, to address complex strategic issues. Through our proprietary databases and wealth of expertise, we provide clients with unbiased expert analysis and in-depth forecasts for six industry sectors: Automotive, Consumer Markets, Energy, Financial Services, Healthcare and Technology. Datamonitor maintains its headquarters in London and has regional offices in New York, Frankfurt, Hong Kong and Japan. Datamonitor's premium reports are based...
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...Burger King Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain. Over the next half century, the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in BK in a deal valued at $3.26 billion (USD). The new owners promptly initiated a restructuring of the company to reverse its fortunes. The Burger King menu has evolved from a basic offering of burgers, French fries, sodas, and milkshakes in 1954, to a larger, more diverse set of product offerings. After knowing the good facts about burger king I wanted see where is burger king lacking behind. So I visited the burger king outlet which is inside the international plaza. The reason why burger king is lacking behind is because of its old store and with its old brand image. Every time when I visit burger king I never see the outlet cleaned it is always messy never saw good promotion outside the outlet to attract customers. The staffing of the burger king is not sufficient where people gather in a big hall of 50 packs. The hierarchy of the outlet should be changed. I saw that different staff position where doing the same work as if there is no respect...
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...Burger King to McDonald’s: Let’s Make a ‘McWhopper’ On today August 26, 2015, Burger King made a peace offering to its known archrival McDonalds. Via social media (twitter) and two of the U.S. biggest newspapers (NY Times & Chicago Tribune) The Burger King has asked Ronald McDonald to #SettleTheBeef, in other words, make truce. You ask why? Supporting World Peace. The plan is to operate one restaurant on International Day of Peace staffed by employees of both companies and selling a burger called the McWhopper, a combination of the Big Mac and the Whopper, the best-selling burgers at McDonald’s and Buryesger King. Sales are to be donated to Peace One Day, a nonprofit organization in pursuit to raise awareness of the International Day of Peace. Burger King is proposing that corporate activism on this scale would create mass awareness and awareness creates action and action saves lives. McDonald’s has not formally accepted the proposal but as tweeted by chief executive Steve Easterbrook, “We love the intention but think our two brands could do something bigger to make a difference.” Burger King used numerous different marketing strategies with the intent of this proposal with alliance marketing coming to mind first. Alliance marketing is marketing activity undertaken by more than one entity, jointly to promote and sell a concept, product or service, which has benefit to all the stakeholders. Obviously neither company would see any proceeds in terms of dollars from this...
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...Burger King SWOT Analysis Strength: Burger King serves a lot of burgers that is typically not available in other fast foodrestaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped withmushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty andothers. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire.Burger King also serve varieties of side dishes in their restaurants such as mozzarella sticks, apple pie,Hershey's pie and others. Weakness: Burger King does not advertise their products like their competitors do. Muslims who arenot familiar with Burger King would hesitate to try out their burgers as they are not sure whether it ishalal or not. Burger King also could not produce more sales than McDonald's because of lackmarketing strategy which would place them in a disadvantage spot in areas dominated byMcDonald's. Opportunity: Burger King could improve their sales by producing more advertisements on theirproducts. They could also open new branches in major city all around the worlds and some ruralareas. Some of the state in Malaysia doesn't have Burger King in their city so, Burger King could tryand open new outlet which will greatly improved their sales. Threat: Burger King faces threat from other major burger fast food restaurant such as McDonald's andWendy's. McDonald's produced the highest percentage sales among the three which is a threat forBurger King. The...
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...Burger King: Promoting a Food Fight In this presentation, we are going to discuss the promotional campaign of Burger King Cooperation created by the advertising agency Crispin Porter + Bogusky during the years 2004-2009. Before getting into the details of this campaign, let’s take a brief look at the company’s profile. Burger King is the world's #2 hamburger chain after Mc Donald. It opened its first restaurant in Miami 1954; ever since, the company has been continuously growing to become a symbolic American brand. The remarkable success it has gained, allowed franchise to be over 13000 outlets in more than 79 countries worldwide as of the end of the fiscal year 2013. Burger King has of course become known for the Whopper first introduced in 1957 and which has quickly became one of the best-known burgers in the world. Mission statement: Their mission statement is presented on their website in these words: “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization” In their mission statement, BK founders commit to offer a dining experience that stands out among competitors’ services. Objectives: Burger King’s campaign objectives...
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...Profile 9/16/14 In 1954 David Edgerton and James McLamore purchased a fledgling burger shop that could not seem to make a name for itself, called Insta-Burger King. Immediately the two new owners renamed the establishment Burger King. For the first few years Burger King struggled to compete with their competitors, namely McDonalds, but slowly started to gain more and more popularity. If a person were to fast forward to today, they would see that Burger King is not only competing in the fast food industry, but also on the New York Stock Exchange at approximately thirty one dollars a share. As a company that is constantly in McDonald’s shadow, it is extremely interesting to examine how a perpetual runner up stays afloat. From footholds in foreign markets, to creating enticing limited time offers, to even acquiring Tim Hortons, Burger King has brought out all the stops. Lately, however, Burger King has moved its attention to breaking even farther into a more hip youthful market. Ever since losing a lot of business due to a large scale campaign in which Burger King tried to market unhealthy caloric food to attract more male customers, Burger King has struggled to regain its’ popularity in the youth market. Today, however, they have deployed many ads aimed at this market, and have even revamped their website to incorporate an extremely youthful vibe. To further explain this, a closer examination of Burger King’s homepage, Facebook page, and a new heartwarming ad aimed at selling a “Proud...
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...Burger King Abstract Burger King is a very well-known chain of fast food restaurants that serves over 11 million people daily. Their top competitor has been McDonald’s up until now, but this may possibly change in the near future. They have come a long way in the past few decades. They have faced good times and some not so good times. They have had good leadership as well as some that were considered sub-par. Included in the following paper you will find a SWOT analysis of Burger King and the effects of the issues discussed directly. The way a company handles the information that a SWOT provides can make or break a company no matter how small or how large they may seem. History/Background Burger King is a world renowned fast food chain, also known as the “Home of the Whopper,” that serves over 11 million clients across the globe (Burger King, 2014). They serve breakfast, lunch, and dinner. Burger King was not always like it is now. It was originally founded on July 28, 1953 by Keith J. Kramer and Matthew Burns as Insta-Burger King. After the company ran into financial difficulties a year later in 1954, it was purchased by its Miami, Florida franchisees, James McLamore and David R. Edgerton. They initiated a corporate restructuring of the chain, first renaming the company Burger King, then opening the first Burger King restaurant was in Miami, FL and was advertised as the “home of the whopper”...
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