Report for Burger King case
A. Organization Background
1. History and Overview
Burger King was founded in 1954 by James McLamore and David Edgerton in Miami, Florida, USA.The signature Whopper® sandwich was introduced in 1957 and became famous.Since June 20th ,2012, they had changed the name to Burger King Worldwide, Inc. andlisted their share in New York Stock exchange under the symbol “BKW”. Burger King is the world’s second largest fast food restaurant, which mainly competes against McDonald’s, Wendy’s and Hardee’s restaurant. Key people of Burger King are Alexandre Behring (chairman), Bernardo Heesand (CEO) Ben K. Wells (CFO). It follow the franchise operations, with 12,000 restaurants worldwide, 90% of them is franchised, 10% is corporated. 2. Products
Burger King’s restaurants are served fast food such as grilled hamburger, chicken, sandwiches, French fries, soft drinks, dessert, salads,…Their services toward wide ranges of customers with diversified menu… The Whooper sandwich was introduced in 1957 and became the focus of advertising campaign. Burger King also diversified their menu by bringing localized versions of its products to get adapted to regional taste , religions or cultures. The company had redesigned a new packaging in ways of communicating to customers such as molded HDPE plastic with funnel-shape bottom, sniglet-type name… Burger King has beverage contract with Coca Cola and Dr Pepper Snapple Group for North American’s market, coffee contract with Seattle’s Best for North America. 3. Customers
Burger King has various range of customers, from children, teen, to adults…With every kind of customer, Burger King has its own menus to serve. They have Kids Club Meal for kids , Big Kids Meal for tween, BK Chicken Fried finger for on-the-go parents and commuters, Steakhouse XT for adults, BK Veggie for female and vegetarians …with appropriate marketing strategies. B. Organization Structure
1. Organization chart
Burger King has divisional structure of organization which groups together people who are located in the same geographical region.
2. Burger King Corporation and global subsidiaries.
Burger King Holdings is the parent company of Burger King, also known as Burger King Corporation and abbreviated BKC, and is a Delaware corporation formed on July 23, 2002. A publicly company, it derives its income from several sources, including property rental and sales through company owned restaurants, however a substantial portion of its revenue is dependent on franchise fees. The majority of Burger King restaurants, approximately 90%, are privately held franchises. In North America Burger King Corporation is responsible for licensing operators and administering of stores. Internationally the company often pairs with other parties to operate locations or it will outright sell the operational and administrative rights to a franchisee which is given the designation of master franchises for the territory. The master franchise will then be expected to sub-license new stores, provide training support and insure operational standards are maintained. In exchange for the oversight responsibilities, the master franchise will receive administrative and advertising support from Burger King Corporation to ensure a common marketing scheme. As the franchisor for the brand, Burger King Holdings has several obligations and responsibilities; the company designs and deploys corporate training systems while overseeing brand standards such as building design and appearance. The company also develops new products and deploys them after presenting them to its franchises for approval per a 2010 agreement between itself and the franchise ownership groups. Additionally Burger King designates approved vendors and distributors while ensuring safety standards at the productions facilities of its vendors. The company operates approximately 40 subsidiaries globally that oversee franchise operations, acquisitions...
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