COMPANY BIBLIOGRAPHY| 2|
ENTRY MODE TO INTERNATIONAL MARKET| 4|
HOW DO CULTURE, MANAGEMENT STYLES AND BUSINESS SYSTEM OF BURGER KING HEADQUATER AFFECT BURGER KING IN MALAYSIA| 7| ADAPTATION| 8|
STANDARDIZATION | 10 |
MARKETING TARGET| 11 |
MEDIA STRATEGY | 12| POLITICAL AND LEGAL ENVIRONMENT IN MALAYSIA THAT AFFECT BURGER KING COMPANY| 12| SWOT ANALYSIS OF THE COMPANY IN TERM OF THEIR 4PS| |
* STRENGHT| 15|
* WEAKNESS| 16|
* OPPORTUNITIES| 18|
* THREATS| 19|
The purpose of the project is to analyze Burger King Company that operates in Malaysia through franchising. Burger King is originated from western country (America), so, there are many challenges for the franchisee in Malaysia to dominate the market. We will evaluate the entry mode and management of Burger king, how they adjust their product to fit host country (Malaysia) needs and how the politic and legal environment of Malaysia affects the Burger King Company. In addition we will analyze the strength, weakness, opportunity and threats (SWOT) of the Burger King Company.
Burger King, also abbreviated as BK, is the second largest fast food hamburger chain in the world, which headquartered in Miami-Dade County, Florida, United States. Everyday, over 11 million guests visit a Burger King somewhere in the world. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain. There are two Miami-based franchisees, David Edgerton and James McLamore, purchased the company after Insta-Burger King ran into financial difficulties in 1955 and renamed it Burger King. Over the next half century the company change hands four times, with its third set of owners, a partnership of TPG (Texas Pacific Group) Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002 with an IPO of 250 million shares at $17 per share.
At the end of fiscal year 2010, Burger King reported it had more than 12,200 outlets in 73 countries; of these, 66 percent are in the United States and 90 percent are privately owned and operated. BK has previously used several variations of franchising to expand its operations. The manner in which the company licenses its franchisees varies depending on the region, with some regional franchises, known as master franchises, responsible for selling franchise sub-licenses on the company's behalf.
Burger King offers flame-broiled hamburgers, chicken and other specialty sandwiches, french fries, soft drinks and other food items. The menu of Burger King has evolved from a basic offering of burgers, french fries, sodas and milkshakes in 1954, to a larger, more diverse set of product offerings, that includes several variations of chicken, fish, salads and breakfast. The Whopper, a sandwich that has since become Burger King's signature product, was the first major addition to the menu by Mr. McLamore in 1957. Conversely, BK has introduced many products which failed to catch hold in the marketplace. Some of these failures in the US have seen success in foreign markets, where BK has also tailored its menu for regional tastes. After the purchase of the company in 2002, Burger King began to aggressively target the 18 – 34 male demographic with larger products that often carried correspondingly large amounts of unhealthy fats and trans-fats. This tactic would eventually come to hurt the company's financial and cast a negative pall on its earnings.
The 1970s were the "Golden Age" of Burger King advertising, but beginning in the early 1980s, the company's advertising began to lose focus. A series of less successful ad campaigns created by a procession of advertising agencies continued for the next two decades. In 2003, Burger King...