abhishreshthaa

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SWOT ANALYSIS ON Burger King : Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. Burger King Holdings is the parent company of Burger King; in the United States it operates under the Burger King Brands title while internationally it operates under the Burger King Corporation banner. The company began as a Jacksonville, Florida-based restaurant chain in 1953. Originally called Insta-Burger King. After the company ran into financial difficulties in 1955, its two Miami-based franchisees, David Edgerton and James McLamore, purchased the company and rechristened it Burger King. Over the next half century the company would trade hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking the company public in 2002. The current ownership group, 3G Capital of Brazil, acquired a majority stake in the company in a deal valued at $3.26 billion (bn) in late 2010.

At the end of fiscal year 2010, Burger King reported it has more than 12,200 outlets in 73 countries; 66% are in the United States and 90% are privately owned and operated. The company has more than 38,800 employees serving approximately 11.4 million customers daily. Over the course of its history the company has used several variations of franchising to expand its operations. In North America, franchises are licensed on a per store basis, while in several international locations licenses are sold on a regional basis with franchises owning exclusive development rights for the region or country. These regional franchises are known as master franchises, and are responsible for opening new restaurants, licensing new third party operators, and performing standards oversight of all restaurant locations in these countries; the largest example of a master franchise is Hungry Jack's, which exclusively owns, operates or sub-licenses over 300 restaurants in Australia. Despite its reliance on its franchisees for the majority of its revenue, Burger King's relationship with its franchises has not always been harmonious. Occasional spats between the two have caused numerous issues, and in several instances the company's and its licensees' relations have degenerated into precedent setting court cases.


Strengths: International distribution, product differentiations...i.e. larger burgers, flame broiled, croissanwhich, special advertising and appeal...the King and the commercials, different taste profile, different rapidly growing (18-34) consumer segment

Weaknesses: weaker over sales appeal, less distribution than McDonald's, possible weaker association with pre-teens, less of an international appeal, branding weaker overall than competitors, less cash on hand

Opportunities: it's all about product improvement and brand improvement

Threats: Higher priced products during down times get crushed, food costs are rising higher than standard inflation, health concerns among general public, etc etc
 
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Arch rivals for McDonald's has enter India, The Burger King opening its first shop in Delhi. They usually serve non- vegetarians but, while entering India they change the their menu and introduces vegetarian food in the market. This is not my wordings, this are the clear and concise statement of chief executive of Burger King India Here is the complete description about what it says: "Unlike in other countries, people here in India consider QSR ( quick-service restaurants) as a snacking destination. We wanted to change this notion and thus wanted to prepare menus," keeping in mind the local requirements, said Raj Varman, chief executive of Burger King India. Its aim is to change the perception in India towards QSRs and consider them as a healthy meal joint.
 
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