Identify and Evaluate Marketing Opportunities Essay

840 Words Jun 7th, 2015 4 Pages
Burger King

Company overview

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. After Insta-Burger King ran into financial difficulties in 1955, its two Miami-based franchisees, David Edgerton and James McLamore, purchased the company and renamed it Burger King.

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
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CP+B completely reorganized Burger King's advertising with a series of new campaigns centered on a redesigned Burger King character accompanied with a new online presence.

While highly successful, some of CP+B commercials have been derided for perceived sexism or cultural insensitivity.

External Environment market

BK began its foray into locations outside of the continental United States in 1963 with a store in San Juan, Puerto Rico, shortly after the acquisition of the chain by Pillsbury, it opened its first Canadian restaurant in Windsor, Ontario, Canada in 1969.

Other international locations followed soon after: Oceania in 1971 and Europe in 1975 with a restaurant in Madrid, Spain. Beginning in 1982, BK and its franchisees began operating stores in several East Asian countries, including Japan, Taiwan, Singapore and South Korea.

Due to high competition, all of the Japanese locations were closed in 2001, however, BK reentered the Japanese market in June 2007. BK's Central and South American operations began in Mexico in the late 1970s, and by the early 1980s in Caracas, Venezuela, Santiago, Chile and Buenos Aires, Argentina.

While Burger King lags behind McDonald's in international locations by over 12,000 stores, it has managed to become the largest chain in several countries including Mexico and Spain.

To assist in its international expansion, Burger King has established several subsidiaries to develop strategic

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