Burger King Case

Burger King is a global chain of hamburger fast food restaurants that have more than 12,200 outlets in 73 countries. The main purpose of this marketing plan is to make Burger King remain profitable. Burger King has high expectations for their future and continues to appeal to the public by maintaining brand recognition, brand loyalty, customer satisfaction, and generate new customers. In order to achieve all these goals, Burger King has made some marketing strategies that will help and lead them to be a better fast food restaurant. The first part of this marketing plan is company profile followed by mission and vision of the company and also the marketing program that have been implement by the company to maintain all those services that they provided. Marketing programs that Burger King is doing covers all the 7P's which are product, place, price, promotion, people, process and also physical evidence. Next is situation analysis and industry attractiveness that covers Porter's Five Forces, industry, competitors, customers and company analysis. Apart from those analysis, we also provide the EFE and IFE of the Burger King and it's competitor. Marketing strategy that Burger King will do to make people aware with their products has been put in the next part of this marketing plan. Next is CPM. In this CPM we found out that Burger King is doing average in this industry compared to McDonald's but it is better than the other competitor, Wendy. Other than that, we also provides the SWOT analysis, implementation, SPACE, business scorecard. Business scorecard is the strategic planning and management system that helps everyone in an organization understand and work towards a shared vision. Also, the alternate strategies that will help Burger King to be success in the industry such as strategic possibilities, fortify-and-defend strategy, global strategy and diversification. The last part of this report is the recommendation which will help the company to improve their services, product as well as brand to be a better fast food restaurant.

2.0 COMPANY PROFILE

In 1954, James McLamore and David Edgerton opened their first BURGER KING® restaurant in Miami, Florida. These visionaries had extensive experience in restaurant business and a shared belief in the guiding principle of offering reasonably priced quality food, served quickly, in attractive, clean surroundings. Our Vision today honours their original vision.

When America was introduced to the signature flavour of the Original WHOPPER® Sandwich in 1957, it was selling for only 37 cents. It was an instant sensation and immediately became our flagship product. Today the WHOPPER® is world renowned for its flame-grilled taste and the many ways customers can order it to their liking.

The great success of the early restaurants made the BURGER KING® concept a franchise success. The concept spread rapidly throughout the 1960s and in 1963 the first international franchise restaurant opened in Puerto Rico.

While the vision for the BURGER KING® brand hasn't changed over time, our restaurants have. The early BURGER KING® restaurants distinguished themselves from others by their self-serve ordering and outdoor patio seating. Burger King Corporation pioneered dining rooms in the fast food industry when it began to enclose its patio seating in 1957. For the first time, fast-food customers could comfortably eat their food at a table inside a restaurant. Burger King Corporation demonstrated its innovation again in 1975 when it began to offer drive-thru service at its restaurants, appealing to increasingly mobile and time-conscious consumers.

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