JELYN S. DEE
CASE NUMBER 6- BUGER KING SELLING WHOPPERS IN JAPAN
I. STATEMENT OF THE PROBLEM
a. The whopper 77% rarely or never buy the whopper or its variant. Burger king failed to effectively target the cost conscious consumer and instead promoted its premium burgers. b. Failure to communicate brand values.
c. Lack of funds
a. Increase sales by 8%.
b. Gain 1.5 percentage points in market share
c. Increase visit of new customers by 10%
a. Achieve 50% awareness of new breakfast menu items among the target consumers b. Achieve 70% awareness of best coffee among the consumers.
III. AREAS OF CONSIDERATION
SWOT Analysis for Burger King Selling Whoppers in Japan
Geographic Diversification| Vulnerability to labor and regulating influences| Established market share| Relevance on so-called Super customer| Superior growth plan| |
New breakfast food initiative| The slow recovering economy| New healthier menu items | Changing consumer eating habits|
IV. AREAS OF CONSIDERATION
Burger king can use different stategy as its main strategy in competing with its rival. Burger king also achievedifferentiation through its new innovative products. Some of this innovative products are the Burger king chicken fries. Buger king stackers and burger king value meal menu with 10 items. Burger king continues to introduce innovative products in the breakfasr segment. One prime example is the burger king joe.
Finding new market may not gurantte success for the firm. A firm can also achieve growth in developing...