Grand Strategy of Burger King

Topics: Marketing, Franchising, Better Pages: 2 (956 words) Published: November 2, 2014

Burger King’s grand strategyWhat are grand strategies? Grand strategies are comprehensive, long term plan of essential actions by which a firm plans to achieve its major objectives. Key factors of this strategy may include market, product, and organization development through acquisition, divestiture, diversification, joint ventures, or strategy alliances. There are three types of company implementing grand strategies, growth strategy, stability strategy and defensive strategy. Our company ‘Burger King’ implement the grand strategies of growth strategy. Growth strategy is involving expansion in sales, revenue, market share, and number of customers. There are few proven about the growth strategy of our company. EMEA is our second largest region, as measured by number of restaurants. As of December 31, 2013, we had 3,450 franchise restaurants and no Company restaurants in EMEA, as compared to 2,989 and 132, respectively, as of December 31, 2012. During 2013, we refranchised all of our Company restaurants in Germany and Spain, bringing the region to 100% franchised. While Germany continues to be the largest market in EMEA with 692 restaurants as of December 31, 2013, Turkey and Russia, which are both master franchise markets, are two of our fastest growing markets with net openings of 67 restaurants and 88 restaurants, respectively, during 2013. As part of our international growth strategy, we have created strategic master franchise joint ventures in three EMEA markets over the past two years: Russia and South Africa (both established in 2012) and France (established in November 2013). In France, we partnered with Groupe Bertrand, a leading multi-brand restaurant group with approximately 250 restaurants throughout France, and Naxicap Partners, a leading French private equity firm. During the past two years, we also entered into master franchise and development agreements with franchisees in the Scandinavian countries (Norway, Sweden and Denmark), Finland and the...
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