BUSA5050BKCase Anaylsis1

BUSA5050BKCase Anaylsis1 - Page | 1 BUSA 5050-Strategic...

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P a g e | 1 BUSA 5050-Strategic Marketing Management BURGER king Case Analysis and Recommendations Teresa Willette King College November 30,2010
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Trish 11/30/2010 Executive Summary The role of this paper is to examine the role of marketing in the Fast Food industry with an analysis and reflection of Burger King Corporation’s strategic marketing decisions that have resulted in the history, development and growth of the company. It identifies the company’s corporate level strategy. This paper analyzes the performance of Burger King internal and external environments along with a SWOT model analysis. An overview of the company is reviewed about the Fast Food industry with competing markets. Recommendations are made to increase performance of the marketing strategy. Introduction According to the book ,”The Burger King” Burger King’s humble beginnings were the idea of Keith Kramer and Matthew Burns who competed with the fast food fried hamburger segment by using a device called “Insta-Broiler”. They named the restaurant “Insta-Burger King”. The new marketing niche position gave them an advantage related fast food business. They sold the business to James McLamore and David Edgerton. . The first restaurant was opened in 1954, and began to grow exceptionally after the introduction of the Whopper sandwich in 1957. In 1959, former franchisee James McLamore and David Edgerton bought the company and changed the name to Burger King
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P a g e | 3 Burger King was the first to offer the dine-in fast food service with drive-thru windows service. The dine-in/drive-thru choice appealed to the consumer who was in a hurry, limited spending and away from home. The corporation is based in Miami, Florida. Burger King is one of the world’s best known fast food restaurants. It ranks as the second largest company in the world. Currently, Burger King manages 12,150 restaurants and operates in about 76 countries worldwide, but it all began in Miami where the main headquarters continues to operate. The firm became a publicly traded company in 2006. The company’s 40,000 plus employees helped it earn over $190 million dollars in 2008. Its success is reflected in a 28.4 percent increase in net profits for FY 2008. The identification of the company’s internal strengths and weaknesses The weakness that Burger King (BK) has is a long standing image problem. Missteps in the leadership in upper management, marketing advertising campaign and market saturation are issues that need to be addressed. BK has major problems surrounding ownership and management, not the food product itself. Upper management leadership has been concerned with their own personal agenda not with the strategic marketing. Over time, Burger King has declined in its core marketing business. Historically, Burger King has been continuously in a desperate search for capital. Conglomerates
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BUSA5050BKCase Anaylsis1 - Page | 1 BUSA 5050-Strategic...

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