The British University in Egypt
Introduction to Marketing 2
Burger King which started of as a partnership organization between James Mclamore his partner David Edgerton in 1954 is now owned by a group of investors led by Texas Pacific Group, and this has been the case since 2002. Burger King does not only seek to maximize profits, but also customer satisfaction. Since it was just recently introduced in the Middle East and precisely in Egypt, one of its major objectives is to increase awareness to its new market.
Burger King started of with just one store in Miami, Florida. Today it runs over 11,000 branches and yet still seeking for more.
Here, will emphasize on what are the major factors that need to be to be put into consideration and become part of Burger King’s objective, as well as discussing the internal weaknesses and strength against its external opportunities and threats. We also mention ways and plans in which Burger King could expand on its market share in both new and existing markets. In addition on strategic methods both internally and externally to improve on customer loyalty and quality improvement that consequently will generate higher profits.
Currently Burger King is owned by a group of investors led by Texas Pacific Group, and this has been the case since 2002. Burger King has more than 11,300 branches worldwide. In the near future Burger King will enter the Egyptian Market, hoping to have a significant percentage of the market share, about 10 – 15 % for starters and we hope to increase this percentage over the coming years. Burger King will be franchised to Hana International Company (limited), which is part of The Olayan Group, based in Saudi Arabia.
A) The Marketing Environment
* Competitive Forces: Burger King has both local & multinational competitors, but we will concentrate on the multinational competitors as they have a... [continues]
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