assignment 1 - Running Head: Burger King 1 Burger King...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Running Head: Burger King 1 Burger King Homoud Alazmi Texas A & M University- Commerce Marketing Environment - MKT 501 01E Dr. Sonia Taneja April 10, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Running Head: Burger King 1 1. Executive Summary Burger King posted a loss for the second half of 2010 of $34.5 million, compared to a profit of $96.8 million during the same period in 2009. Revenue for the second half of 2010 was $1.18 billion, an 8 percent decline over the same period last year. More than one-fifth of franchisees are losing money, and at least three of its 10 largest franchisees have filed for bankruptcy in recent years. The primary objective is to remain No.2 of fast-food restaurant worldwide behind leader, Macdonald’s in next 10 years. The secondary objective is to try hard to continuously increase their image and product line. Having integrity, diversity, fairness, team work, and commitment to excellence are only some of this fast food restaurants values. In order to meet those objectives, we recommend improving the management of parent company first. Then Burger King should solve franchises problems.
Background image of page 2
Running Head: Burger King 1 2. Marketing Objective 2.1 Objectives Burger King posted a loss for the second half of 2010 of $34.5 million, compared to a profit of $96.8 million during the same period in 2009. Revenue for the second half of 2010 was $1.18 billion, an 8 percent decline over the same period last year. More than one-fifth of franchisees are losing money, and at least three of its 10 largest franchisees have filed for bankruptcy in recent years. The primary objective is to remain No.2 of fast-food restaurant worldwide behind leader, Macdonald’s in next 10 years. The secondary objective is to try hard to continuously increase their image and product line. Having integrity, diversity, fairness, team work, and commitment to excellence are only some of this fast food restaurants values. 2.2 Target Market Burger King’s market targets low income families. Basically their marketing strategies are directed towards the low and middle class people. Burger King has all types of meals for children; they even have crown shaped chicken nuggets to keep a smile on the children’s faces. They also target families that are busy and on the go. So, they have the option of dining in or the drive thru. Burger King just like other fast food restaurants are keeping up with society’s fast pace. 2. Situation Analysis Section 2.1. SWOT Analysis Strength : Burger King serves a lot of burgers that is typically not available in other fast food restaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped with mushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty and others. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire. Burger King also serves varieties of side dishes in their restaurants such as mozzarella sticks, apple pie, Hershey’s pie and others. Weakness
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 8

assignment 1 - Running Head: Burger King 1 Burger King...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online