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CASE AN ALYSIS: BURGER MACHINE Burger machine pioneered the mobile fastfood business in the Philippines. Operated by a husband and wife team, it started out in 1981 with two outlets selling hamburgers. By 1981, Burger Machine had 63 snack mobiles and its product line expanded to include hotdogs, other sandwiches, desserts, and drinks. Using a direct selling channel of distribution Burger Machine snack mobiles were located at service stations to tap the motorists market. In addition to these, Burger Machine also leased private properties and opened parlor outlets called food plazas. These were mini-fast food centers with Burger Machine as the flag carrier, while other stalls were leased out to concessionaries who served their own food specialties. By June 1988, Burger Machine had six of these food plazas – Timog, Cubao, Tandang Sora, Makati, Padre Faura, and Marikina. Later, Burger Machine offered new and existing outlets for franchising. According to owner Mrs. Fe Esperanza Rodriguez, “We want to grow and we need partners in business to boost our growth. You can be a franchise for a single unit, a multi-unit or territorial franchisee. The company will retain only the outlets which are not franchisable – those which turn out only a small volume of sales. Burger Machine plans to develop the market for new outlets first then offer them for franchising.” 1. How does Burger Machine reach its target market? Is their present system suitable to their marketing approach? 2. Is franchising the solution to boost the growth of Burger Machine? Why or Why...

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