BURGER KING STRATEGIC ANALYSIS

Burger King Strategic analysis

Table of contents

EXECUTIVE SUMMARY3

OVERVIEW OF THE FIRM4

EXTERNAL SCAN5

Political6

Economic7

Social7

Technical8

PORTER'S 5 FORCES9

Bargaining Power of Suppliers9

Bargaining Power of Customers10

Threat of New Entrants11

Threat of Substitutes12

REFERENCES15

Burger King Strategic analysis

Executive Summary

Burger king is a dependable burger business which has had its ups and downs. In 1974, it came out with a slogan of 'Have it your way' and at this time it furthermore had a 4 % market share. Burger King's concept was to have the customer have their burger finished their way rather than a benchmark burger. In the early 80's Burger king was endeavoring to keep sales growing so they had to keep altering their advertising. In 1982 'Battle of the burgers' and 'Aren't you hungry for a Burger monarch now?'were the slogans used. In 1983 'Broiling vs. frying' and 1985 'The large-scale switch'.

All these ads throughout the years assisted boost market shares from 7.6% to 8.3% from 1983 to 1985. 'seek for herb' was a slogan used by BK about a individual that has not ever tasted a whopper burger, this crusade was presumed to boost market share by 10% but in reality only advanced it by 1% it was a disaster. In 1986-1987 'this is a burger king village' and 'best nourishment for fast times' conveyed a lot of vigilance to the company. In 1988 'We do it like you do it' was utilised often but a year later they came out with two new slogans which confused the customer. In 1989 'Sometimes you gotta shatter the directions' and 'BK tee vee' with MTV and Dan Cortese with 'I love this place'. This was another gigantic impediment for BK because people on the proceed and parents discovered this ad blaring and irritating. BK at this time has failed to set up a solid image that would differentiate it from its competitors. Ads if anything only confused buyers as to what advantages BK offered. In 1993 it had a market share of 6.1% were McDonalds had 15.6% and BK's sales were growing slower than its rivals.



Overview of the Firm

Burger King is a very quick nourishment restaurant first opened on December 4th 1945 in Miami, Florida by two gentlemen James McLamore and David Edgerton. However the first Burger monarch was not known as we know it today as it was foremost launched as 'Insta Burger King'. Although it begun off as a easy very quick nourishment service it is now a large worldwide string of links of very quick food bistros. To this day there are now more than 11,200 restaurants in 91 nations worldwide.

Up until 1989 Burger King's biggest competition was Wimpy until they were bought out by the largely growing Burger King. At present, Burger King is a major franchise across the world, also owning over two hundred 'Hungry Jack's' restaurants across Australia.

With over fifty years of know-how Burger has enormously grown in the Fast nourishment commerce and dominates a large market share along with other very quick Food bistros ...