Premium Essay

Burger King

In: Business and Management

Submitted By fellinr
Words 2133
Pages 9
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 profile. Ideally Burger King would expand in areas that fit its ideal demographic profile. They need to find countries with higher populations (preferably youth) and concentrations of urban activity. Local diets consisting of high consumption of beef would be encouraging as their signature products are made of beef. Additionally, areas which are safe, maintain politically stable...

Similar Documents

Premium Essay

Burger King

...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....

Words: 2570 - Pages: 11

Premium Essay

Burger King

...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 successful in countries they once failed at. In order to do so, Burger King has to understand the people and their culture more. They have to consider bringing in food that the people enjoy in their country along with Burger King’s burgers and other foods they sell. (For example, McDonalds in Puerto Rico...

Words: 527 - Pages: 3

Premium Essay

Burger King

...Question 1: What are Burger King's communication objectives for its target audience? Whenever any company aims at success, it ought to plan for every step to reach its objectives. However, if it fails in setting its plan, it will be like a boat sailing without sails in the middle of the ocean. Therefore, it is paramount to every marketing success to develop marketing communication objectives. Now, having said this, what are BK's marketing communication objectives? Before discussing BK's communication objectives behind its marketing campaigns, let us point some significant terms that are mainly considered as major promotion tools, "advertising", "sales promotion" and "public relations". From the origin of these terms, we can define what marketing communication involves. First, introducing the product or service and pushing it forward, then encouraging the purchase of this product or service, building good relations with the company's public by obtaining favorable publicity, and finally building up a good corporate image and a profitable customer relationship. In our case, since marketing communication is the most visible element of the marketing campaign and apparently the most crucial one, BK and after awarding the management of its marketing campaigns to Crispin, has given these marketing elements a vast significance in an attempt to achieve its objectives....

Words: 2609 - Pages: 11

Premium Essay

Burger King

...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....

Words: 953 - Pages: 4

Premium Essay

Burger King

...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......

Words: 16278 - Pages: 66

Premium Essay

Burger King

...STRATEGIC MANAGEMENT (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....

Words: 3066 - Pages: 13

Premium Essay

Burger King

...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....

Words: 513 - Pages: 3

Premium Essay

Burger King

...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....

Words: 5719 - Pages: 23

Premium Essay

Burger King

...This was a large backslide for Burger King because people on the go and parents found this ad to be too much in your face. Burger King at this time has failed to put out a good image that would show the difference from other fast food chains. Ads only confused customers as to what advantages Burger King had over its competitors. 1993 showed Burger King’s market share of 6.1% where McD’s had 15.6% and Burger King's sales were not rising as intended. Poor...

Words: 1763 - Pages: 8

Premium Essay

Burger King

...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....

Words: 4416 - Pages: 18

Premium Essay

Burger King

...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....

Words: 301 - Pages: 2

Free Essay

Burger King

...Burger King Corp. & Emil, Inc. case. Use the citation you find in your book to do the search. Read the case and answer these questions. Copy and paste this information into a Word document, include your name on that document, and answer the questions. 1. What court decided the case in the assignment? (2 points) COURT OF APPEALS OF OHIO, FIRST APPELLATE DISTRICT, HAMILTON COUNTY 2. According to the case, what must a party establish to prevail on a motion for summary judgment? (3 points) 3. Briefly state the facts of this case, using the information found in the case in LexisNexis. (5 points) Plaintiff child was burned by spilled restaurant coffee. Plaintiffs, the child and his mother, grandmother, and father, filed an action in breach of warranty, products liability, and negligence against defendants, the restaurant franchisor and franchisee. The trial court granted the motions of both defendants for summary judgment. Plaintiffs appealed. The court affirmed in part and reversed in part. The spilled coffee was not so unforeseeable as to constitute an intervening cause. Summary judgment was proper for the breach of warranty claims because they were pre-empted by the Ohio Products Liability Law. Summary judgment was wrongly granted on the products liability and related punitive damage claims. Issues of fact remained as to whether the coffee was defective due to the heat at which it was served and whether an adequate warning existed....

Words: 854 - Pages: 4

Free Essay

Burger King

...Apolinar Navarro iii D’Lynn Barham February 24 2014 MW Class Menudo: A passed down recipe So you want to learn how to make Menudo, a simple high labor dish. Well, take a seat and be amazed while I waltz with you through the steps toward making a dish that would have your mom saying, “Aye! Ta calenté. Por favor dame me mas.” So be ready, because the dish will have you dancing around the house in your under garments. As I grew up with my grandparents, I picked up a few things. See, I was always wondered how my grandfather made menudo. So, one day I asked how he made it, and he smiled with a pleased look on his face. He knew I was ready, but waited for me to ask him how he made this dish. As I watched his hands go to work, he had me help him with cleaning the meat. Now I do admit it was cool to work with my grandfather, but the labor was a little tense on my back, of course, I was sitting down on a chair, bending downward, and constantly moving my arms. He showed me, step by step, how he made this dish. I just hoped I would be able to recreate the taste when I make it for the first time for my family in the future. I asked him how he had learned this dish, and he answered, “I learned it myself.” When I heard those words, I smiled, because I knew I was going to be the first one to learn how to make menudo from my grandfather. After learning the ropes, I feel like I can teach somebody else how to make it. First off, this dish requires the use of those things people call...

Words: 869 - Pages: 4

Premium Essay

Burger King

...In the early morning hours of December 3, 1984, a poisonous grey cloud (forty tons of toxic gases) from Union Carbide India Limited (UCIL's)1 pesticide plant at Bhopal spread throughout the city. Water carrying catalytic material had entered Methyl Isocyanate (MIC) storage tank No. 610. What followed was a nightmare. The killer gas spread through the city, sending residents scurrying through the dark streets. No alarm ever sounded a warning and no evacuation plan was prepared. When victims arrived at hospitals breathless and blind, doctors did not know how to treat them, as UCIL had not provided emergency information. It was only when the sun rose the next morning that the magnitude of the devastation was clear. Dead bodies of humans and animals blocked the streets, leaves turned black, the smell of burning chilli peppers lingered in the air. Estimates suggested that as many as 10,000 may have died immediately and 30,000 to 50,000 were too ill to ever return to their jobs. The catastrophe raised some serious ethical issues. The pesticide factory was built in the midst of densely populated settlements. UCIL chose to store and produce MIC, one of the most deadly chemicals (permitted exposure levels in USA and Britain are 0.02 parts per million), in an area where nearly 120,000 people lived. The MIC plant was not designed to handle a runaway reaction. When the uncontrolled reaction started, MIC was flowing through the scrubber (meant to neutralize MIC emissions) at more......

Words: 425 - Pages: 2

Premium Essay

Burger King

...St Bartholomew the Great Marketing Plan 1. Rationale Since its founding in 1123, St Bartholomew the Great (SBG) has been a place of worship; providing spiritual guidance, solace and charity to the faithful and those in need. Today, the organisation has 2 primary functions: The teachings of Christianity and the preservation and restoration of the ancient fabric of the Church for the benefit of both the religious and secular. As a not-for-profit (NFP) organisation, income generation is about creating surplus which is directed back into the organisation rather than creating profit for shareholders. All income therefore is directed towards the charitable objectives (as set out on the Charity Commission website) and therefore the Church's activities, no matter how broad, lead back to the two primary functions. It is imperative that these are kept in mind as these are the foundation stones of the culture of the organisation. With the high overheads incurred by such an ancient building, it is important that the organisation can rely on its own enterprise to generate income. Traditionally it might have been able to survive by donations and legacies from wealthy, pious benefactors. However, in an ever-secularised society where recession has seen all charitable organisation battling for funds, this is increasingly unrealistic and the Church must find ways of becoming as financially independent as possible. SBG must expand its activities to attract a wider market segment......

Words: 12121 - Pages: 49