...GAP Analysis: A technique that businesses use to determine what steps needed to be taken in order to move from its current state to its desired, future state. Also called need-gap analysis, needs analysis, and needs assessment. Gap analysis consists of (1) listing of characteristic factors (such as attributes, competencies, performance levels) of the present situation ("what is"), (2) listing factors needed to achieve future objectives ("what should be"), and then (3) highlighting the gaps that exist and need to be filled. Gap analysis forces a company to reflect on who it is and ask who they want to be in the future. Where is your company now? Burger King Holdings, Inc. was founded in 1953. Burger King is the world's number 2 hamburger chains after McDonalds. By the early 2000s Burger King is a little left behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of consumers agree that it meals taste better than McDonald ones but it doesn't have the excellent perception created the administrative power and the aggressive marketing of his main by concurrent. It was freed in 2002 from Diageo the number one in wine and spirit drinks, which owned it since 1997, after a merger with Guinness. Although owned by Texas Pacific Group for US$2.26 billion, it recovered its latitudes of the sixties. The number 2 in hamburger fast food came back progressively in the fight with McDonalds. Since 2004 their performance constantly increased...
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...explore the marketing mix of Burger King and create some recommendations in order for the company to make use of its marketing mix to its advantage. The marketing mix of the company is traced through research with the mostly secondary data, and some primary data in order to gather facts and provide for the analysis. However, due to limitations such as access to hard market data through formal quantitative and qualitative researches, the analysis may not be the most accurate representation of the market. This limits the analysis to most market data available from secondary sources. After the marketing mix has been determined, the applicability of the marketing planning process to the company’s operation is described. This will benefit the company in the strategic sense in order for it to either secure or push to a higher position. Finally, recommendations have been made in order to provide the company some options in order to facilitate growth by changing the combination of the elements in the marketing mix, and create a competitive advantage tailored to its chosen target market. IV. Body A. Methodology The scope of this business report is to describe the marketing mix of the company Burger King from primary and secondary resources in order to make an accurate analysis for their marketing planning process. By knowing the current marketing mix of the company, recommendations can be provided in order to boost growth for the company by manipulating the marketing mix. ...
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...Development and Analysis of Two Mini Case Studies Taurus Parker December 18, 2012 Professor Mozinski Business412 Business Policy DeVry University Development and Analysis of Two Mini Case Studies This is a SWOT analysis of McDonald’s and Burger King, they will be followed by a cross-case analysis of the two mini case studies. The information in these cases will be based on the growth of the two companies and their sales. McDonald’s SWOT Analysis McDonald’s is the second largest food chain in the world falling short to Subway according to Forbes they are bringing in around 2.6 million in sales per store. (Forbes, 2013). Listed below is the mission statement and SWOT analysis for McDonald’s. Mission Statement - “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” (Strategic management insight, 2013). Strength: McDonald’s uses $2 billion in advertising, more than 75% of restaurants are owned by independent franchises, the franchises attract children and locally adapted food menus. McDonald’s offer free unlimited Wi-Fi throughout their franchises. McDonald’s have a wide fan base from children to the business class working man. Weakness: McDonald’s...
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...MASTER OF BUSINESS ADMINISTRATION MARKETING MANAGEMENT ASSIGNMENT ((( | | |TOPIC: | |SWOT ANALYSIS OF | |BURGER KING VIETNAM | | | | | | | | | | | | ...
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...firm is operating in. Carry out an internal analysis of the firm (organization audit) using a range of sources and producing a reference list. P2.1, M2 The American Burger King Worldwide Holdings Inc. is a global franchising company operating in the fast food industry. Burger King is a well known brand all over the world. It is the second largest fast food burger chain with their main product being hamburgers. Originally founded in 1954 by Keith Kramer and Matthew Burns, but was subsequently acquired by two franchisees, James McLamore and David Edgerton. The first restaurant was opened on December 4th in 1954 in Miami, Florida, under the name “Insta Burger King”. The concept was already then and has stayed the same from the beginning, flame roasted beef with fresh ingredients in a bun. Their bestseller the “whopper” was first sold in 1957. Over the past 50 years the firm has had numerous owners. In the past 25 years alone, the company has seen 13 CEOs. Despite of the lack of long-term ownership, constant management turnover, and inconsistent strategy, the company managed to grow into the world’s second largest fast food burger chain, with over 13000 restaurants operating in 80 countries, which speaks to the strength and resilience of the business. New owners restructured the company. Since 2010, when the company was acquired by 3G Capital, the index has increased by more than 50% and Burger King became Burger King Holdings (BKH). The new owners modified the...
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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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...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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...Burger King’s History – Burger King was founded in 1954 in Miami, Florida. The corporation was initiated by James McLamore and David Edgerton. Prior to starting Burger King James and David had been deeply involved in the restaurant business. Their main idea for the restaurant was center around a place that people would come to and get the best quality food. They also wanted the experience to be in a pleasant atmosphere. Burger King operates more than 12,000 restaurants in all 50 states and in 76 countries worldwide. About 10,800 of those restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. Below is their mission statement. Burger King’s Mission Statement – “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." GAP Analysis: Where is your company now? Burger King Holdings, inc. was been founded in 1953. Burger King is the world'snumber 2 hamburger chains after McDonalds. By the early 2000s Burger King is a littleleft behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of...
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...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...
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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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...Retail Location Analysis: A Case Study of Burger King & McDonald’s in Portage & Summit Counties, Ohio A thesis submitted to the College of Arts of Kent State University in partial fulfillment of the requirements for the degree of Masters of Arts by Niti Duggal December, 2007 Thesis written by Niti Duggal B.A. (Hons), University of Delhi, India 1996 M.A., Jawaharlal Nehru University, New Delhi, India 1998 MPhil, Jawaharlal Nehru University, New Delhi, India 2001 M.A., Kent State University, 2007 Approved by ____________________________________, Advisor Dr. Jay Lee ____________________________________, Chair, Department of Geography Dr. Jay Lee ____________________________________, Dean, College of Arts and Sciences Dr. Jerry Feezel ii Table of Contents Table of Contents ……………………………………………………………….. iii List of Maps and Figures …………………………………………….………….. v List of Tables …………………………………………………………………… viii Acknowledgments ……………………………………………………………… ix Chapter 1: Introduction …………………………………………………………..…… 1 1.1 Research Objectives ............................................................................ 2 1.2 Summary …………………………………………………..…..……. 4 2: Problem Statements ………………………………………………...……. 6 2.1 Size and Shape of the Retail Trade Area………….……………....…. 6 2.2 Summary………………………………………..………………...….. 9 3: Literature Review ………………………………………………………… 11 3.1 GIS for Business and service Sector Planning ……………………….11 3.2 GIS as a Tool for Retail Location Decisions………………………...
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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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...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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...Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University THE WENDY´S CASE A DEMOSTRATION HOW MARKETING RESEARCH AND ANALYSIS CAN HELP RESOLVING A MANAGEMENT DECISION PROBLEM Martin Meister – martinmeisterg@yahoo.com Boston University - MET AD 856 fall 2012 – Professor Vladimir Zlatev February 27, 2012 1 Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University Table of Contents Introduction ...................................................................................................................................................... 3 1. - Problem Definition ....................................................................................................................................... 3 a. - Background to the problem...................................................................................................................... 3 b. - Statement to the problem........................................................................................................................ 4 2. - Approach to the Problem ............................................................................................................................. 5 3. - Research Design ........................................................................................................................................... 8 a. - Information needs ........................................................................................
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...Quick Scan Burger King Roos van Os & Tim Steinweg April 2008 SOMO Quick Scan Burger King SOMO Quick Scan Burger King Roos van Os & Tim Steinweg April 2008 2 SOMO Quick Scan Burger King Contents 1 2 2.1 2.2 2.3 2.4 2.5 2.6 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 6 6.1 6.2 6.3 6.4 6.5 7 7.1 7.2 7.3 8 9 Introduction ...................................................................................................................... 4 Company Profile: Burger King Holdings....................................................................... 6 Corporate Profile................................................................................................................ 6 Burger King Holdings’ corporate history............................................................................. 7 Burger King Holdings ownership and corporation structure............................................... 8 Market presence................................................................................................................. 10 Purchasing activities........................................................................................................... 11 Burger King Suppliers in the Netherlands .......................................................................... 11 CSR Sector Analysis ....................................................................................................... 13 Consumer...
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