Miss

Only available on StudyMode
  • Download(s) : 13
  • Published : March 10, 2013
Open Document
Text Preview
Burger King SWOT Analysis
Strength: Burger King serves a lot of burgers that is typically not available in other fast foodrestaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped withmushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty andothers. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire.Burger King also serve varieties of side dishes in their restaurants such as mozzarella sticks, apple pie,Hershey's pie and others. Weakness: Burger King does not advertise their products like their competitors do. Muslims who arenot familiar with Burger King would hesitate to try out their burgers as they are not sure whether it ishalal or not. Burger King also could not produce more sales than McDonald's because of lackmarketing strategy which would place them in a disadvantage spot in areas dominated byMcDonald's. Opportunity: Burger King could improve their sales by producing more advertisements on theirproducts. They could also open new branches in major city all around the worlds and some ruralareas. Some of the state in Malaysia doesn't have Burger King in their city so, Burger King could tryand open new outlet which will greatly improved their sales. Threat: Burger King faces threat from other major burger fast food restaurant such as McDonald's andWendy's. McDonald's produced the highest percentage sales among the three which is a threat forBurger King. The cost to produce the burger during inflation and lack of sales puts Burger King in atough spot and other burger fast food restaurant could take advantage to advertise new product andhence raising their sales.

Burger King

Introduction

Burger King is the world’s largest flame broiled fast food restaurant chain. As of 2011, Burger King operates restaurants in 12,300 locations serving over 11 million guests daily in 76 countries and territories worldwide (Burger King , 2011). Burger King’s core competency is its unique flame-broiled burgers. This process is difficult to imitate and helps differentiates Burger King from other fast food chains that fry their burgers instead. So much so in fact, no other fast food provider flame broils their burgers. In addition, Burger King allows and encourages consumers to customize the unique flame-broiled burgers with options to their liking. This creates a win-win situation for both Burger King and the consumer. Burger King has the benefit of offering a different product and the consumer benefits by having numerous burger options. Although Burger King has expanded its menu selections, they have remained true to their original flame-broiled burgers. This product gives them an advantage over other fast food chains. Facing intense competition and limited growth opportunities domestically, Burger King hopes strengthen their competitive stance through international expansion.

By mid 2009, Burger King was not in any of the following countries: France, India, Nigeria, Pakistan and South Africa. Compare these countries as possible future locations for Burger King.
In looking for new countries to enter, Burger King needs to identify countries that fit its ideal demographic profile. Ideally Burger King would expand in areas that fit its ideal demographic profile. They need to find countries with higher populations (preferably youth) and concentrations of urban activity. Local diets consisting of high consumption of beef would be encouraging as their signature products are made of beef. Additionally, areas which are safe, maintain politically stable pro-business environments and have available capital are ideal. Burger King employees a franchising model as a method of growth and expansion. Burger King has strengthened its franchise agreement to ensure standards of product quality control and brand image are adhered and maintained. While all of the aforementioned locations hold promise in most areas of the ideal...
tracking img