Case Study

Read Complete Research Material


Case study

Case study

Question 1

Burger King forged a strategy that proved successful. In fact, over the past few years, Brazil was one of the fastest growing markets Burger King. By mid-2009, it had 68 restaurants in Brazil. This strategy can be summarized in five parts: (1) to develop infrastructure before putting in restaurants, (2) develop local management team, (3) focus on the development of major cities and surrounding regions designated location shopping center, common in Brazil's largest cities and not the entire country, (4) establish a local branch, and (5) to support continued development and use of local suppliers that meet Burger King's global specifications. For smaller markets, or where all the restaurants franchise, Burger King is not a regional support center restaurant or a local headquarters. However, management believes the Brazilian office is necessary because of the size of Brazil (as in the area and population), its language barrier (Portuguese), and the value of investments that suppliers and franchisees will eventually need to do. First, the service is provided to illustrate market liabilities of the company and handle the early procurement and supply chain management. The result was that Burger King was able to initially secure about 80 percent of its supply to Brazil and since then it has risen to more than 90 percent(Weilbacher, 2008).

Initially focusing on Sao Paulo, Brazil's largest city, Burger King was able to develop the economy in the marketing and distribution. Its subsequent expansion has been focused on cities and states near Sao Paulo. Finally, employees in the building of Portuguese-speaking Brazilians, the company showed its commitment to the country and developed the competence to deal with external stakeholders. The success of the Burger King in Brazil has led its management to follow the same expansion strategy in Russia. It has offices in Moscow, where the initial penetration is planned. In fact, the duplication of successful Brazilian strategy may be even more important for Russia, because Burger King did not have enough of the same brand to enter the country the recognition that he is in Brazil. Future At this point, Burger King has a lot of opportunities for expansion, such as moving into new countries and growing operations in markets where it already operates. Despite the external market, it is still less than 40 percent of the world. Thus, the challenge is to decide where the best places are to accommodate its future consideration(Hoyer, 2008).

Question 2

BK's past advertising and corporate strategy unsuccessful because BK did the two biggest mistakes they could have done. At first they did not listen to the customer and second, they did not advertise its core product to maintain the target market. In not doing any of these two strategies in the past he had allowed his rivals to get a lead on them. In 1993, McDonalds, for instance, was the market share of 15.6 per cent compared with 6.1 per cent in BC. This is because they created their own market and not try ...
Related Ads