Burger King Group 3 Submit

8/9/2019 Burger King Group 3 Submit

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BURGER KING ANALYSIS

Group 3 :Guided by Prof. Dr. JOSEFINA ABILAY

Completed by Group # !Peter" el$i%" &o%y" '%d Dori()

N'me * &r'% Le Du%+ " N+uye% &'% iet" &ruo%+ &'% ,'%+" &r'% &ie% D't

- J'%u'ry -/0

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3/12

Oper'tio%(* B ope%ed ; %e1 re(t'ur'%t( i% fi(3'l ye'r 04=5"'bout =; of 'll B

re(t'ur'%t( 1orld1ide 1,ere ope%ed by i%depe%de%3e fr'%3,i(e( ,older(.

-. Stateme t o t#e pro!"em:

/ar0et s#ares:

&,e '%'ly(i( o% opportu%itie( o% m'r2et bot, 3,'lle%+i%+" diffi3ultie( '%d

'd$'%t'+e(" f'3tor

i%ter%'l '%d e ter%'l belo1 3ould (upport de3i(io% m'r2i%+.

S 2) A a"ysis:

Stre &t#s

Glob'l (tro%+ br'%d i% f'(t food * Bur+er i%+ i( ' +lob'lly re3o+%i ed f'(t

food br'%d t,'%2( to t,e f'mou( ,'mbur+er 1,opper '%d it ( (lo+'% ,'$e it

your 1'y . L'r+e m'r2et (,'re" 1ell 2%o1% tr'de m'2e (er$e (y(tem 1,ole 1orld1ide.

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5/12

li3e%(ee( of Bur+er i%+ Corp. 1ill (oo% l'u%3, ' li%e of br'%ded &9(,irt(" '%d 'l(o

'% e 3lu(i$e 3olle3tio% of (leep 1're '%d lou%+e 1're.

)#reats .

E'ti%+ ,'bit( 3,'%+e( to1'rd( ,e'lt,ier food 'lter%'ti$e( m'y i%flue%t to t'r+et

dire3tly f'(t food 3,'i% (u3, '( Bur+er i%+.

I%te%(e 3ompetitio% from ot,er 3,'i%( (u3, '( 73Do%'ld (" >e%dy" FC but 'l(o

little f'(t food re(t'ur'%t( t'r+eti%+ (pe3ifi3 (e+me%t(.

I%3re'(i%+ l'bor 3o(t putti%+ pre((ure o% m'r+i%( '%d i( ' t,re't to 2eep lo1 pri3e


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3o%3e%tr'tio% of oper'tio%( i% o%e +eo+r'p,i3 're' 3omp'%y ( e po(ure to lo3'l

f'3tor(.

6elie( o% fr'%3,i(e(* &,e 3omp'%y doe(% t ,'$e e%ou+, 3orpor'tely o1%ed (tore(

1,i3, me'%( it relie( ,e'$ily o% fr'%3,i(e( to e 3ite it( promi(e.

Hi+, 3'lorie food* It ( 'l1'y( '% i((ue t,'t f'(t food 1it, ,i+, f't '%d ,i+, 3'lorie i(

%ot +ood for ,e'lt, 3o%(3iou( people. A%d t,ere i( (ome i%di3'tio% t,'t Bur+er i%+

m'y ,'$e bee% (lo1 to tr'%(itio% to le'%er '%d ,e'lt,ier re(t'ur'%t to ple'(e it( lo%+

term 3u(tomer( 1,o 're f'%( of t,e bi+ ('%d1i3,e(.

Bur+er i%+ do(e %ot 'd$erti(e t,eir produ3t( li2e t,eir 3ompetitor(.

(ompetitor * FC"Pi ' Hut" 73 Do%'l( ("Domi%o.

&,ere i( (ome i%di3'tio% t,'t Bur+er i%+ m'y ,'$e bee% (lo1 to tr'%(itio% to le'%er

'%d ,e'lt,ier re(t'ur'%t f're i% f'$or of ple'(i%+ it( lo%+ term 3u(tomer( 1,o 're

f'%( of t,e bi+ l'r+er portio% ('%d1i3,e(.

4 A a"ysis

' ro$ucts

Bur&er Ki &5s typica" ro$ucts.

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Bur&er Ki &5s typica" ro$ucts.

After bei%+ '38uired by it( 7i'mi" Florid'" fr'%3,i(ee( '%d re%'med to it( 3urre%t

mo%i2er i% 04 5" B be+'% e p'%di%+ t,e bre'dt, of it( me%u by 'ddi%+

t,e >,opper ('%d1i3, i% 04 ?.

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http://en.wikipedia.org/wiki/Whopperhttp://en.wikipedia.org/wiki/Whopper


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LA(E:

A( t,e 3omp'%y e p'%ded bot, i%(ide '%d out(ide t,e :S" it i%trodu3ed lo3'li ed

$er(io%( of it( produ3t( t,'t 3o%form to re+io%'l t'(te( '%d 3ultur'l or reli+iou(

belief(.

&,ere 're m'i% m'r2et 're C,i%'" J'p'% '%d :S.

Bur+er i%+ oper'te( it( bu(i%e(( $i' fr'%3,i(e(" u%der ' fr'%3,i(e 'rr'%+eme%t" t,e

fr'%3,i(e i%$e(t i% t,e e8uipme%t" (i+%'+e" (e'ti%+ '%d de3or" 1,ile t,e 3omp'%y

o1%( or le'(e( t,e l'%d '%d buildi%+.

&,e 3omp'%y +e%er'te( re$e%ue( from t,ree (our3e(* ('le( 't 3omp'%y re(t'ur'%t("

roy'ltie( '%d fr'%3,i(e fee( '%d property i%3ome from t,o(e fr'%3,i(e( t,'t le'(e

or (ub le'(e property from t,e 3omp'%y.

Bur+er i%+ o33upie( prim'ry lo3'tio%(.

RI(ES 2LI(Y:

B @oi%ed 1it, 73 Do%'ld 1it, offer


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3. (ause o t#e pro!"em :

&r'i%i%+* i( +e'red to pro$ide you 1it, t,e (2ill( to ,elp build ' (u33e((ful

bu(i%e(( i% t,i( e tremely 3ompetiti$e m'r2etpl'3e. &,e i%iti'l tr'i%i%+ t,'t 3o$er( '

bro'd r'%+e of te3,%i3'l '%d m'%'+eri'l (2ill(. Cour(e( 3'% be 'dded l'ter for you

'%d your te'm to i%3re'(e e perie%3e" bu(i%e((" '%d oper'tio%( 2%o1led+e. Ge%er'l

bu(i%e(( 2%o1led+e '%d p'(t food (er$i3e e perie%3e i( re8uired.

B too2 '3tio% to i%3re'(e produ3ti$itie( i% employee '%d e8uipme%t(" it i(

%e3e(('ry i% (er$i3e e(pe3i'l 't t,e pe'2 ,our(. Cu(tomer 3'% t 1'it lo%+ for '%

order.

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http://franchises.about.com/od/buyingafranchise/a/franchise-success.htmhttp://franchises.about.com/od/buyingafranchise/a/franchise-success.htmhttp://franchises.about.com/od/buyingafranchise/a/franchise-success.htmhttp://franchises.about.com/od/buyingafranchise/a/franchise-success.htm


10/12

Bur+er i%+ ,'( t1o of it( o1% i%9,ou(e %'tio%'l 3,'rit'ble or+'%i 'tio%( '%d

pro+r'm(. O%e i( t,e H'$e It Your >'y Fou%d'tio%" ' :S9b'(ed %o%9profit ! /0!3)

! )) 3orpor'tio% 1it, multiple fo3u(e( o% ,u%+er 'lle$i'tio%" di(e'(e pre$e%tio% '%d

3ommu%ity edu3'tio% t,rou+, (3,ol'r(,ip pro+r'm( 't 3olle+e( i% t,e :S. &,e ot,er

3,'rit'ble or+'%i 'tio% i( t,e 73L'more Fou%d'tio%" 'l(o ' %o%9profit" /0!3)! )

3orpor'tio% t,'t pro$ide( (3,ol'r(,ip( to (tude%t( i% t,e :S '%d it( territorie(

E2 LE :

Co%(umer( trut, B br'%d li2e ' me'l( for t,eir frie%d.

Employee ( (,o1( 1ell 'ppe'r'%3e i% (er$i3i%+ t,e 3u(tomer(.

Jo,% >. C,i(ley i( Bur+er i%+ ( C,ief E e3uti$e Offi3er '%d E e3uti$e C,'irm'% of

&,e Bo'rd.

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11/12

Ale '%dr' G'li%de t,e dire3tor of multi3ultur'l m'r2eti%+ for Bur+er i%+ '%d i%

3,'r+e of impleme%ti%+ it( Ne t Be(t 7o$e i%iti'ti$e" 1,i3, (ee2( to (tre%+t,e% it(

(t'%di%+ i% urb'% 3ommu%itie( by 3o%du3ti%+ ' %'tio%'l tour to 3ommu%ity

b'(2etb'll 3ourt( i% 50 m'r2et(.

Bur+er i%+ p'ir( it( ,'$e it your 1'y t,eme 1it, (peedy 3u(tomer (er$i3e. &o

f'3ilit'te f'(t (er$i3e Bur+er i%+ t'2e( 3u(tomer order( o% ' 3o%ti%u'l b'(i(. After

'% order i( t'2e%" t,e 3u(tomer t,e% mo$e( do1% t,e li%e 1,ere '%ot,er employee

i( prep'ri%+ t,e order. 7e'%1,ile" t,e ori+i%'l employee i( t'2i%+ '%ot,er 3u(tomer (

order. Cu(tomer( 'l(o +et t,eir o1% dri%2( 1,ile t,ey 're 1'iti%+ for t,eir me'l.

6. 7ecisio (riteria a $ A"ter ative So"utio s:

Co%(umer( ,'bit( 3'u(e( B fo3u( o% impro$eme%t t,eir

(er$i3e("produ3t("m'r2eti%+ (tr'te+y.

Produ3t 8u'lity 'l(o t,e (e3o%d 2ey import'%t i% bu(i%e(( de$elopme%t"7 mu(t

mo%itor (tri3tly i%put '%d output.

Limit time i% deli$ery e'3, order" m'2e 3u(tomer ,'ppy i( t,e 2ey to 'ttr'3t %e1

3u(tomer 'rri$i%+.

Actio So"utio s:

B 3re'ti$e repl'3eme%t produ3t( i% 3'(e of ,'bit 3,'%+e t'2e pl'3e but it meet

i%iti'l (t'%d'rd '%d 'ddi%+ ot,er $'lue( to t,e (er$i3e e%$iro%me%t (u3, '( forum for

you%+" 3ommu%i3'ti%+ +roup.

&,e effort (etti%+ de'dli%e for e'3, order -/ mi%ute( from p,o%e 3'll i( m'de. Kui32

'3tio% m'2e( ,'ppy to e$eryo%e ('$i%+ t,eir $'lue time. &o be do%e 1ell t,e

3ommitme%t B mu(t ,'$e ' (tro%+ deli$ery te'm 1,o r'i(e ,i+, (er$i3e (pirit to

3u(tomer.

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&o 2eep 8u'lity of produ3t( "B e8uip( t,e i%telli+e%t mo%itori%+ for t,e (tore

(y(tem( to re@e3t immort'lly '%y produ3t i( %ot meet re8uireme%t(.&e3,%i38ue f'3tor

'l(o import'%t" 'll t,e e8uipme%t mu(t ,'$e m'i%t'i% (3,edule (tri3tly to e%(ure 'll

of t,em 're 1or2i%+ i% be(t 3o%ditio%.

4. Recomme $e$ so"utio Imp"eme tatio a $ 8usti icatio :

B fo3u(e( o% +roup( 1ere ,eld to +'i% i%(i+,t i%to ' $'riety of p'tro%( of

re(t'ur'%t(. &,e(e fo3u( +roup( pro$ided u(eful i%(i+,t i%to t,e de3i(io%(" '%d

de3i(io% m'2i%+ pro3e((e(" of 3o%(umer(. E'rly re'li e 3u(tomer dem'%d( to m'2e

de3i(io%. &,e (u++e(tio% 3'rd (y(tem ,'( (e$er'l (t'teme%t( t,'t p'tro%( 're '(2ed

to r'te i% term( of ' +i$e% (3'le. &,ere 're 'l(o (e$er'l ope% e%ded 8ue(tio%( t,'t

'llo1 t,e 3u(tomer to freely offer 3o%(tru3ti$e 3riti3i(m or pr'i(e. Si+mu%d ( 1ill

1or2 ,'rd to impleme%t re'(o%'ble (u++e(tio%( i% order to impro$e t,eir (er$i3e

offeri%+( '( 1ell '( (,o1 t,eir 3ommitme%t to t,e 3u(tomer t,'t t,eir (u++e(tio%(

're $'lued.

(o c"usio :

Im pro$e 3u(tomer (er$i3e( by ob(e((i$e 3u(tomer 'tte%tio% i( t,e m'%tr'.

Si+mu%d ( p,ilo(op,y i( t,'t 1,'te$er %eed( to be do%e to m'2e t,e 3u(tomer

,'ppy mu(t o33ur" e$e% 't t,e e pe%(e of (,ort9term profit(. I% t,e lo%+ term" t,i(

i%$e(tme%t 1ill p'y off 1it, ' fier3ely loy'l 3u(tomer b'(e 1,o i( e tremely $o3'l to

t,eir frie%d( 1it, referr'l(.

9. Exter a" Sourci &1. ,ttp*MM111.m'r2eti%+te'3,er.3omMbur+er92i%+9m'r2eti%+9mi M2. http://www.marketingteacher.com/burger-king-swot/

. ,ttp(*MMbi+m'3$(1,ooper.1ordpre((.3omM-/0 M00M/0M(1ot9'%'ly(i(M 4. http://www.mplans.com/pasta_restaurant_marketing_plan/marketing_strategy

_fc.php5. http://en.wikipedia.org/wiki/Burger_ ing

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http://www.marketingteacher.com/burger-king-marketing-mix/http://www.marketingteacher.com/burger-king-swot/https://bigmacvswhooper.wordpress.com/2013/11/01/swot-analysis/http://www.mplans.com/pasta_restaurant_marketing_plan/marketing_strategy_fc.phphttp://www.mplans.com/pasta_restaurant_marketing_plan/marketing_strategy_fc.phphttp://en.wikipedia.org/wiki/Burger_Kinghttp://www.marketingteacher.com/burger-king-marketing-mix/http://www.marketingteacher.com/burger-king-swot/https://bigmacvswhooper.wordpress.com/2013/11/01/swot-analysis/http://www.mplans.com/pasta_restaurant_marketing_plan/marketing_strategy_fc.phphttp://www.mplans.com/pasta_restaurant_marketing_plan/marketing_strategy_fc.phphttp://en.wikipedia.org/wiki/Burger_King

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Burger King Group 3 Submit