Ghana market analysis for Burger King

Topics: Fast food, Burger King, Fast food restaurant Pages: 16 (8084 words) Published: October 28, 2014

PROGRAM: INTERNATIONAL BUSINESS MANAGEMENT
COURSE: INTERNATIONATIONAL TRADE RESEARCH
312420034290000
BUSINESS SCENERIO: EXPORTING BURGER KING TO INDIA OR GHANA
GROUP MEMBERS: DEBASHIS MONDAL
FATUNBI MICHAEL
PRIYANKA SHARMA
SUKHDEEP BHANGU
GURLEEN KAUR
TITLE PAGE
TABLE OF CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
Company Background
Research Background
Research Objectives
RESEARCH METHODOLOGY & PLAN
SWOT Analysis
Ghana
India
Burger King
Sources of Information
Primary Research
Secondary Research
Market Analysis
Ghanaian Fast Food Market
Indian Fast Food Market
Market Intelligence
Ghana
Economic Conditions
Physical Geography
Climate
Factors Affecting The Market
Political & Legal Environment
Distribution
Product Specific Data
India
Economic Conditions
Political & Legal Environment
Geography & Climate
Distribution
Factors Affecting Market
Product Specific Data
COMPETITIVE INTELLIGENCE
India
Market Characteristics
Major Competitors
Competitive Advantage
Ghana
Market Characteristics
Major Competitors
Competitive Advantage
DECISION, ACTION PLANS AND CONCLUSION
Decision
Short-Term Plan
Long-Term Plan
Conclusion
APPENDIX
Legal Requirements for Setting Up Business In Ghana
BIBLIOGRAPHY
EXECUTIVE SUMMARY
Burger King is a global-American chain of fast food restaurants, originating from Miami, Florida. The company was founded in 1953 by David Edgerton and James McLamore and currently operates over 13,000 outlets in 79 countries. The company menu has transitioned from their traditional hamburger, fries and soda to a wider variety. Approximately 90% of their outlets are privately held franchises, leaving the company relying solely on franchise fees. Their major global competitors include: McDonalds

KFC
Subway
Wendy’s
Domino’s Pizza and
Pizza Hut
The global fast food market has in recent years, witnessed a significant boom, especially in Asia and Africa. In response to this, Burger King looks to hastily expand its long chain of products to undiscovered waters, gaining a large share of their markets before the competitors do. This research work identified two countries from the aforementioned continents, specifically Ghana (Africa) and India (Asia); analyzed their economic, political and market conditions; ascertained the most suitable for investment and then states an action plan in the long and short term basis. The major points of focus included the market analysis of both countries, their market intelligence, the geography & climate, distribution channels, factors affecting the markets, major competitors already existing in the market, the company’s competitive advantage over them and major modifications needed to be made in meeting specific country requirements. Upon careful research and analysis, it was concluded that Ghana was the most suitable country for investment at the moment, due to its growing fast food market, ease of market entry, stable economy and handful of competitors in the country. A suitable market entry strategy was selected, aligning with the company’s and action plans were proposed. Due to the time and resources constraint, only secondary research sources were employed. 2.0. INTRODUCTION

2.1. Company Background
In 1954, James McLamore and David Edgerton opened their first BURGER KING restaurant in Miami, Florida. Three years later the Original “Whopper” sandwich was born. The founders’ vision of providing “quality food, served quickly, at a reasonable price” became a pioneering business model that helped shape the fast-food industry. As Burger King rose in popularity, restaurants began to open across the United States. In 1963, Burger King opened its first international restaurant in Puerto Rico. Shortly after, the Pillsbury Company acquired Burger King in 1967, which became a fully owned subsidiary. At the time of this acquisition, the company held 274 restaurants with over 8000 employees within and outside...

Bibliography: Sagaci Research. Ghana. (n.d.). Retrieved from
http://sagaciresearch.com/countries/ghana/Ghana Business & Finance. Ghana’s Food Industry. (n.d.). Retrieved from
http://www.ghanabizmedia.com/ghanabizmedia/septemberoctober-2011-food-a-beverage/417-hungry-for-investment-ghanas-food-industry.htmlBusiness Monitor International. Ghana. (n.d.). Retrieved from
http://www.businessmonitor.com/ghanaLibrary of Congress. Country Profile: India. (n.d.). Retrieved from
http://lcweb2.loc.gov/frd/cs/profiles/India.pdfWhy India’s Economy is Crumbling. n.d.). The NY Times. Retrieved from
http://www.nytimes.com/2013/08/31/opinion/why-indias-economy-is-stumbling.html?_r=1&The Government of Prince Edward Island. (n.d.). India. Retrieved from
http://www.gov.pe.ca/photos/original/wi_India.pdfIndians Prefer Domino’s Pizza Over Everything Else In Food Market. (2013, Sept. 27). The International Business Times. Retrieved from
http://www.ibtimes.com/indians-prefer-pizza-specifically-dominos-dpz-over-mcdonalds-mcd-subway-everything-else-booming-fastAfrican Development Bank. (n.d.). Ghana Economic Outlook. Retrieved from
http://www.afdb.org/en/countries/west-africa/ghana/ghana-economic-outlook/
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • swot analysis of burger king Essay
  • Essay about Burger King
  • Burger King Essay
  • Burger king Essay
  • Burger King Essay
  • Essay on Burger King
  • Burger King Ad Analysis Essay
  • Strategic analysis Burger King Essay

Become a StudyMode Member

Sign Up - It's Free