NURUL AYISAH BINTI SAMSOL (S38496)
2.4 BACKGROUND OF THE COUNTRY AND DEMOGRAPHIC DATA
Burger King was established in 1954, based quick service burger restaurant chain that also known as a ‘BK’. In the 1950’s Burger King has evolved more than 14,000 restaurants with their international brand. Nowadays ,about 50 percent of these restaurants are located outside the US.
Burger king already announced crossing the 100 milestone in India, to make the only quick making fast growing up brands in India. B.K has joined with a Company Everstone Group, that one company only focused real estate and private equity to bring up the restaurant in that country.
The company set up its Indian business in November 2014, and within a span of 32 months it has expended its network to 103 outlets across 28 cities. Burger King was an appealing to invest because it can thrive up even at a bad economy in India but people still choose BK to eat than expensive restaurant. Next, Burger King target India to expended their business because India has 1.3 billion people live in the country. In Mumbai, about 40 percent people choose to eating out is mostly young adults. As India has one of the youngest populations in the world, with nearly 65 percent of the population under 35 years of age, more young professionals are eating fast food in urban India include children. Due the 1.3 billion people live in India, B.K also wants their some of Muslim customer to choose their product. They will provide halal meat and not use any pork meat because Muslim cant eat pork. Burger King will also consider about people who put emphasis on quality of life rather that the quantity of goods. Some consumer will look for safety, durability, and value in the foodstuffs they buy. Some buys will desire for more physical goods in belief that these will lead to greater level of overall satisfaction and happiness. . SWOT ANALYSIS 1) Strengths Burger King is the second largest fast food hamburger restaurant in the world and also has strong brand equity when talked about various selection of menu items, fast, efficient and fast service, and also innovative products. …show more content…
B.K has a great new item by presenting the Tender-fresh, premium Chicken Burger and along with a marketing campaign called “cheat on beef”. But in India, people are not eat beef, so we offer them vegetarian and non-vegetarian burger which is fulfil their taste and choices.
2) Weaknesses
Burger King over the years contributed to its decline which is their weak marketing campaigns. Their weak marketing campaigns will encourage to low communication with customer and they will not follow up with customer maybe in term of feedback. Another weakness is BK fully relies on franchisee rather than corporately owned stores. This can be major drawback for Burger King in launches their new cafe because each franchisee BK will try to sell and promote their product for customer loyalty. Besides that, B.K depends intensely on franchisee to execute its image guarantee. End of 2012, 12579 or more or less 97% of all B.K restaurants possessed by franchisee. India is one of the largest countries, so it will take time to create enough stores all in states of India and that make not enough corporately owned stores. 3) Opportunities Burger King has opportunity to widen its product to India because their menu that Burger King fulfils their taste which is most of the people in India not eats beef and provide non vegetarian and vegetarian burger. Also, the company could establish new businesses or subsidiaries as part of market to gain more revenue. Burger King has opportunity to increase their service quality and service to compete with McDonald’s. So from this, Burger King have chance for require new strategies, especially for diversification market development. 4) Threat Burger King Restaurant faces threat of aggressive competitor which is Wendy’s and McDonald’s. The company’s business model also can’t be replicated with other competitor. Also, the competition among within these two companies will be characterized by price wars for the market. In addition, the healthy lifestyles trend is a threat for them because Burger King’s product are criticized as unhealthy and no quality in their product. GROSS DOMESTIC PRODUCT
2.4 BACKGROUND OF THE COUNTRY AND DEMOGRAPHIC DATA
Burger King was established in 1954, based quick service burger restaurant chain that also known as a ‘BK’. In the 1950’s Burger King has evolved more than 14,000 restaurants with their international brand. Nowadays ,about 50 percent of these restaurants are located outside the US.
Burger king already announced crossing the 100 milestone in India, to make the only quick making fast growing up brands in India. B.K has joined with a Company Everstone Group, that one company only focused real estate and private equity to bring up the restaurant in that country.
The company set up its Indian business in November 2014, and within a span of 32 months it has expended its network to 103 outlets across 28 cities. Burger King was an appealing to invest because it can thrive up even at a bad economy in India but people still choose BK to eat than expensive restaurant. Next, Burger King target India to expended their business because India has 1.3 billion people live in the country. In Mumbai, about 40 percent people choose to eating out is mostly young adults. As India has one of the youngest populations in the world, with nearly 65 percent of the population under 35 years of age, more young professionals are eating fast food in urban India include children. Due the 1.3 billion people live in India, B.K also wants their some of Muslim customer to choose their product. They will provide halal meat and not use any pork meat because Muslim cant eat pork. Burger King will also consider about people who put emphasis on quality of life rather that the quantity of goods. Some consumer will look for safety, durability, and value in the foodstuffs they buy. Some buys will desire for more physical goods in belief that these will lead to greater level of overall satisfaction and happiness. . SWOT ANALYSIS 1) Strengths Burger King is the second largest fast food hamburger restaurant in the world and also has strong brand equity when talked about various selection of menu items, fast, efficient and fast service, and also innovative products. …show more content…
B.K has a great new item by presenting the Tender-fresh, premium Chicken Burger and along with a marketing campaign called “cheat on beef”. But in India, people are not eat beef, so we offer them vegetarian and non-vegetarian burger which is fulfil their taste and choices.
2) Weaknesses
Burger King over the years contributed to its decline which is their weak marketing campaigns. Their weak marketing campaigns will encourage to low communication with customer and they will not follow up with customer maybe in term of feedback. Another weakness is BK fully relies on franchisee rather than corporately owned stores. This can be major drawback for Burger King in launches their new cafe because each franchisee BK will try to sell and promote their product for customer loyalty. Besides that, B.K depends intensely on franchisee to execute its image guarantee. End of 2012, 12579 or more or less 97% of all B.K restaurants possessed by franchisee. India is one of the largest countries, so it will take time to create enough stores all in states of India and that make not enough corporately owned stores. 3) Opportunities Burger King has opportunity to widen its product to India because their menu that Burger King fulfils their taste which is most of the people in India not eats beef and provide non vegetarian and vegetarian burger. Also, the company could establish new businesses or subsidiaries as part of market to gain more revenue. Burger King has opportunity to increase their service quality and service to compete with McDonald’s. So from this, Burger King have chance for require new strategies, especially for diversification market development. 4) Threat Burger King Restaurant faces threat of aggressive competitor which is Wendy’s and McDonald’s. The company’s business model also can’t be replicated with other competitor. Also, the competition among within these two companies will be characterized by price wars for the market. In addition, the healthy lifestyles trend is a threat for them because Burger King’s product are criticized as unhealthy and no quality in their product. GROSS DOMESTIC PRODUCT