I. Introduction to Burger King
Burger King (BK) is an American worldwide chain of hamburger fast food restaurant. Headquartered in the unincorporated region of Miami-Dade County, Florida, the organization was established in 1953 as InstaBurger King, a Jacksonville, Florida-based eatery network. After Insta-Burger King kept running into budgetary problems in 1954, its two Miami-based franchisees David Edgerton and James McLamore acquired the organization and renamed it "Burger King". Throughout the following 50 years, the organization had change hands four times. In late 2010, 3G Capital of Brazil obtained a larger part stake in the organization, in an arrangement worth at US$3.26 billion. The new owner expeditiously started a rebuilding …show more content…
To analyze the current business portfolio, we can use Boston Consulting Group or SWOT analysis for analyzing the product possible opportunities and threats.
SWOT Analysis
Strengths
1.Global Operations: Ranked 2nd as largest hamburger fast food restaurants in the world. Have franchise in more than 100 countries and globally 40 subsidiaries for franchise, operations, acquisitions and financial obligations.
2.Strong Network for Franchise : Burger King is known as ‘trusted brand’ when it first enter Malaysia. On 2015, the number of locations of Burger King chain was reported to be more than 15 000 locations around the world.
3.Strong Product Line:The mix of product along with the product line come with good and strong menu that manage to attract consumer attention.
4.Less Capital Intensive: 90% franchise of Burger King are owned by franchisee because Burger King management are more interested in innovating their menu rather than have to worry about finances. …show more content…
(c) Market Positioning
Market positioning is the process where a company place or position their product offering and services to their targeted segment so it can fill the needs and wants of those segment. Positioning is placing a product to occupy a distinctive,desirable and reliable to compete with another product in their targeted consumer minds. Market positioning is important so that they are recognizable especially for a market with high competition.
Burger King had targeting young adult market especially for youngster as they are more daring and more open minded to accept western culture. They had position their product as great-tasting, affordable and high quality food. Burger King slogan ‘HAVE IT YOUR WAY®’ promised their customer that they can have their meals how they want instead of having it fixed if compared to their competitor McDonald’s. In Burger King, customer can customize their own BK® sandwiches with a same price. Burger King also try to position their product within their targeted consumer by using wide range variety of menu including introducing onion rings.
Burger King (BK) is an American worldwide chain of hamburger fast food restaurant. Headquartered in the unincorporated region of Miami-Dade County, Florida, the organization was established in 1953 as InstaBurger King, a Jacksonville, Florida-based eatery network. After Insta-Burger King kept running into budgetary problems in 1954, its two Miami-based franchisees David Edgerton and James McLamore acquired the organization and renamed it "Burger King". Throughout the following 50 years, the organization had change hands four times. In late 2010, 3G Capital of Brazil obtained a larger part stake in the organization, in an arrangement worth at US$3.26 billion. The new owner expeditiously started a rebuilding …show more content…
To analyze the current business portfolio, we can use Boston Consulting Group or SWOT analysis for analyzing the product possible opportunities and threats.
SWOT Analysis
Strengths
1.Global Operations: Ranked 2nd as largest hamburger fast food restaurants in the world. Have franchise in more than 100 countries and globally 40 subsidiaries for franchise, operations, acquisitions and financial obligations.
2.Strong Network for Franchise : Burger King is known as ‘trusted brand’ when it first enter Malaysia. On 2015, the number of locations of Burger King chain was reported to be more than 15 000 locations around the world.
3.Strong Product Line:The mix of product along with the product line come with good and strong menu that manage to attract consumer attention.
4.Less Capital Intensive: 90% franchise of Burger King are owned by franchisee because Burger King management are more interested in innovating their menu rather than have to worry about finances. …show more content…
(c) Market Positioning
Market positioning is the process where a company place or position their product offering and services to their targeted segment so it can fill the needs and wants of those segment. Positioning is placing a product to occupy a distinctive,desirable and reliable to compete with another product in their targeted consumer minds. Market positioning is important so that they are recognizable especially for a market with high competition.
Burger King had targeting young adult market especially for youngster as they are more daring and more open minded to accept western culture. They had position their product as great-tasting, affordable and high quality food. Burger King slogan ‘HAVE IT YOUR WAY®’ promised their customer that they can have their meals how they want instead of having it fixed if compared to their competitor McDonald’s. In Burger King, customer can customize their own BK® sandwiches with a same price. Burger King also try to position their product within their targeted consumer by using wide range variety of menu including introducing onion rings.