Burger King Group 2

7/28/2019 Burger King Group 2

1/17

Case Study OnBurger King

By:- Group2

Sagar Prateek(1225111142)

Rajsekhar (1225111102)

Saundarya(1225111112)

Suresh(1225111122)

Rakesh (1225111132)Vidya(1225111152)


2/17

Florida based burger king holdings ltd.

Operated and franchised fast food hamburger

restaurants through its subsidiary , burger king

corporation

It ran 11,300 restaurants in 69 countries and wassecond largest hamburger restaurant chain in the

world

In the Philippines,PERF restaurants Inc,was the

franchise holder of burger king and operated out of23 locations which were located in national capital

region


3/17

It was facing a tough competition with the leading

home grown brand,jollibee and Mc Donald


4/17

Major players

Jollibee

McDonalds

Wendys

Chow King

Greenwich


5/17

Brothers burger

Maxs

Goldilocks

Tokyo-tokyo


6/17

Political factors

Economic factors

Increased remittance

Services boom and the resulting increase in net

disposable income

Social factors

changing lifestyle and perception Increase in the number of working women

Technological factors


7/17

Products

Pricing

Value proposition

Advertising

Reach and convenience

Breakfast menus

Quick and efficient service Availability of products at small and high

price range


8/17

In Philippines pizzas and burgers were most preferredfast food items.

Jollibee had the highest brand recall amongst the fastfood brands.

Jollibee led in all the main factors like quality value formoney ,menu and service provided .

Soft drinks and fries were the two main supplementaryfood items that people liked to have with their fast foodmeal.

Free Wi-Fi and television screens were major add-onservices people desire.

Larger variety and cheaper prices were what peoplewanted form burger king.


9/17

Strengths Food quality

Brand name

Authentic American taste

Weakness Limited no of outlets

Limited choice in menu

Not suited to Filipino taste

Higher prices


10/17

OPPORTUNITIES

Spending on fast food was increasing

Increase in the number of people who came to fastfood joints for different services like phone

charging and mobile phones

THREATS

Increase in concern about health

Increase in number of outlets of other fast food

chains


11/17

Excellent supply chain

Good service standards

Good quality products

Innovative side orders Excellent ambience

Tech-savy outlets


12/17

Product

Price

Place

Current promotions and communicationprograms


13/17

Direct mailers

Facebook

Logo

Newspaper and magazine Small banners and kiosks

Promotional schemes


14/17

Despite having strengths such as superior product,

higher quality, great ambiance etc., burgers kings

brand awareness in the Philippines was pretty low.

Analyze the situation that may help Mr. Kim Tan ,

vice president, Marketing of burger king

Philippines. What is the role of the local culture in

this context?


15/17

Reasons for the low brand awareness:

Less number of outlets

Less visibility and accessibility

Higher price

Role of local culture in this context.

Seeking Philippine flavor

Soft drinks and fries are the two mainsupplementary food items that people liked to

have with their fast food mealsIn Philippines people are habituated of having

rice with fried chicken but burger king does notprovide this , like McDonald and Jollibee


16/17

Should Tan retain the main point of

differentiation as American flavor as its core

equity? Suggest Tan on continuation of current

positioning and communication of its valueproposition:


17/17

They should maintain it, because there are already tworestaurants chains providing the Pilipino flavor , itdifferentiates this restaurant from others and one supportingfactor is the changing life style of its target customers ,who are trying to adopt the western style.

Many Filipinos admired the way of life of American andthey even wish to go to US to make a career.

Today we are living in a global world, where people arecoming across other cultures very frequently and evenadopting it also, although gradually, so in long term keepingonly American flavor is going to be a USP for the company

Filipinos are going to US to make career and there theydevelop a taste for American flavor and after coming backto their home country , they seek American flavor.

Documents

Burger King Group 2