Case Study On Burger King

By:- Group2 Sagar Prateek(1225111142) Rajsekhar (1225111102) Saundarya(1225111112) Suresh(1225111122) Rakesh (1225111132) Vidya(1225111152)

 Florida

based burger king holdings ltd. Operated and franchised fast food hamburger restaurants through its subsidiary , burger king corporation It ran 11,300 restaurants in 69 countries and was second largest hamburger restaurant chain in the world In the Philippines,PERF restaurants Inc,was the franchise holder of burger king and operated out of 23 locations which were located in national capital region

 It

was facing a tough competition with the leading home grown brand,jollibee and Mc Donald

Major players
Jollibee McDonalds Wendys Chow

King Greenwich

 Brothers
Maxs

burger

Goldilocks Tokyo-tokyo

 Political

factors Economic factors Increased remittance Services boom and the resulting increase in net disposable income Social factors changing lifestyle and perception Increase in the number of working women Technological factors

 Products
Pricing Value

proposition Advertising Reach and convenience Breakfast menus Quick and efficient service Availability of products at small and high price range

In Philippines pizzas and burgers were most preferred fast food items. Jollibee had the highest brand recall amongst the fast food brands. Jollibee led in all the main factors like quality value for money ,menu and service provided . Soft drinks and fries were the two main supplementary food items that people liked to have with their fast food meal. Free Wi-Fi and television screens were major add-on services people desire. Larger variety and cheaper prices were what people wanted form burger king.

Strengths
Food

quality Brand name Authentic American taste

Weakness
Limited

no of outlets Limited choice in menu Not suited to Filipino taste Higher prices

OPPORTUNITIES Spending on fast food was increasing Increase in the number of people who came to fast food joints for different services like phone charging and mobile phones THREATS Increase in concern about health Increase in number of outlets of other fast food chains

 Excellent

supply chain Good service standards Good quality products Innovative side orders Excellent ambience Tech-savy outlets

 Product
Price Place Current

promotions and communication programs

 Direct

mailers Facebook Logo Newspaper and magazine Small banners and kiosks Promotional schemes

 Despite

having strengths such as superior product, higher quality, great ambiance etc., burgers kings brand awareness in the Philippines was pretty low. Analyze the situation that may help Mr. Kim Tan , vice president, Marketing of burger king Philippines. What is the role of the local culture in this context?

Reasons for the low brand awareness: Less number of outlets Less visibility and accessibility Higher price Role of local culture in this context. Seeking Philippine flavor Soft drinks and fries are the two main supplementary food items that people liked to have with their fast food meals In Philippines people are habituated of having rice with fried chicken but burger king does not provide this , like McDonald and Jollibee

 Should

Tan retain the main point of differentiation as American flavor as its core equity? Suggest Tan on continuation of current positioning and communication of its value proposition:

They should maintain it, because there are already two restaurants chains providing the Pilipino flavor , it differentiates this restaurant from others and one supporting factor is the changing life style of its target customers , who are trying to adopt the western style. Many Filipinos admired the way of life of American and they even wish to go to US to make a career. Today we are living in a global world, where people are coming across other cultures very frequently and even adopting it also, although gradually, so in long term keeping only American flavor is going to be a USP for the company Filipinos are going to US to make career and there they develop a taste for American flavor and after coming back to their home country , they seek American flavor.