Essay on Case Analysis Burger King

1544 Words Apr 18th, 2013 7 Pages
Case Analysis:

Presented BY: Walid ElKateb

Burger king is the second largest fast food hamburger chain in the world with more than 12,174 restaurants across 76 countries 60% of which are located in the US & 90% of its restaurants are franchised.
By looking at the industry, we can see that Burger king is operating within the fast food hamburger (FFHR) category of the quick service restaurant in the restaurant industry. Sales for the FFHR has been growing rapidly (with
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90% of its stores are franchised : Although this can be help the company in cutting cost, yet it means less in terms of revenues ( franchise only pays 3.9% of its sales to the company) also it relies on the franchise to maintain the brand quality & follow the strategy. 3. Inconsistent management & changing executives: Which led to change in inconsistent strategies/ 4. Targeting narrow segment of the market: Young adults while ignoring the wider segment of families & children

OPPORTUNITIES: 1. Developing its product to meet the new market demand:
By becoming a true learning organization in order to understand the changes taking place in the environment & acting accordingly. As with the new health conscious market today, the company can start by cutting down in calories, & introducing new healthy alternatives in its menu. 2. Entrance to New Markets:
Especially in markets with people into fast food, also its policy of franchising will help to integrate quickly in the new markets. 3. Targeting a wider segments: Like targeting families & children as well as health conscious clientele by providing a more friendly family environment & healthier choice.

THREATS: 1.Competition: 2. Change in customer`s taste & trends: More

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