This survey is to aim the overall business strategies of Burger King. In 1991, the Canadian junk food industry was in an interval of declining revenue and Burger King was being outspent by its main rivals which McDonald’s was spending seven occasions as much on advertising as Burger King, Harvey’s and Wendy’s were both spending 25% additional. A counter strategy originated for English Canada that focused on Burger King’s flagship merchandise, the Whopper, instead of try to match the competition’s multi-product advertising strategies.

The campaign had more than a few key components. Individual promotional programs were designed for the franchisees and a much closer relationship between the company and its local and regional stores was put into place. Another critical part was the media technique. Burger King decided to concentrate on advertising.

By using advertising on television, net, backed by solid promotional advertising in native newspapers and radio, Burger King determined a method to make its smaller show of voice noticed and heard.

This report demonstrates the value of experiencing a focused, national strategy that localizes promotional to aid the business enterprise management.


1.1 Authorisation

This article was authorised by Mr James McLamore and David Edgeton who will be the founders and current Chief Executive Officers of Burger King Holdings, Florida US, on December 07, 2011.

1.2 Objectives

Analyse the durability and weakness of Burger King

Compare Burger King’s competitiveness to that of its competitors

Present the results of the Strategic Research and proposed different strategic alternatives for Burger King based on the findings.

1.3 Scope

This research shall cover the functions of Burger King Holdings based in United States. It’ll cover all its outlets all over the world. The company will analyze the strategies found in the company, and give recommendations on how it could improve its operations. The swot examination of the company may also be analyzed.

1.4 Restrictions of Study

As all the researches, this research likewise had limitations. Firstly, the info designed for Burger King had not been sufficient enough to have the correct strategies and be able to analyse it. Second of all Burger King had a few of its information that could not be given to the general public; this avoided us from going into depth with the statement.

Background to the organization

Burger King is one of the largest junk food chains on the planet, with more than $2 billion in total annual revenue. Burger King may be the second largest hamburger fast food chain on earth, trailing just behind McDonald’s. Burger King has over 12,000 restaurants covering all 50 States and 73 distinct countries.

Some of the significant items from Burger King include the Whopper sandwich, poultry sandwiches, chicken tenders, and fries. Burger King also offers other choices such as for example salads, breakfast products, and desserts.

The earliest Burger King, referred to as "Insta Burger King" opened up in 1954 in a Miami, Florida suburb. About 90% of Burger King eating places are independent franchises. The business went public with an Initial Public Offering in 2006. In 2009 2009 Burger King introduced the Whopper Bar which is a division of the restaurant that is similar to a bar that provides drinks and also gives Whoppers. Burger King features won more than a few awards including being known as one of the top 100 Global Brands by Inter-brand.

Burger King’s slogan is "just how you prefer them" and the perspective is "we proudly serve the best burgers in the business, plus a variety of real, authentic foods..all freshly prepared..only the way you want to buy." Their values should be fairness, diversity, value, caring, very clear accountabilities, teamwork, high requirements, commitment to excellence, celebrating their successes.

General environment analysis


Mostly located in urban residential area.

Target customer between 18 to 34 years aged.

Target to the center income group.

Customer population growing.


Nowadays persons in the society often prefer healthy lifestyle in order to avoid any bad disease happen on them.

Working hours too much time caused persons prefer eat outside meals instead of cooking themselves.

Materialistic society

People prefer to spend since income per capital of Malaysia raising this few years.


Technology advancement leads the procedure of output more effective and in addition efficiency.


Malaysia government open business length for foreigner investor to running their business in Malaysia. There happen to be so many corporations of foreigner we might saw in Malaysia such as for example Burger King, Mac Donald and so on.


The increasing of petrol selling price in Malaysia have an impact on the transportation cost of every business become higher.

Prices of certain goods grow up and lead the cost of production increase.

Porter’s 5 Forces

New entrants:

Recently, the current players established are very powerful, hence Burger King wouldn’t normally have to pay so much focus in worry about the new entrants. So this kind of risk is quite low. Besides, Burger King is normally a one of the oldest fast food’s brand, it was founded in 1953. Their reputation and the quality of food, the material they used were trusted by their consumers. So if the brand new entrants want to join and compete with Burger King and need to gain the market share and task the existed players are incredibly hard. Burger King is certainly a franchised company. If you need to enter the marketplace, you must have huge capital to get and very advanced patented technology. Because of these specialized assets and the huge price to exit, there is quite difficult so that you can get in and exit from the market of the fast food.


There is many choices and low switching price. It is very possible for customers to select the foods from McDonald’s, KFC and Wendy’s Burger. In addition they can produce the very similar products, such as for example Fish Burger, Poultry Burger, Beef Sandwich, French Fries, dessert and so forth. Another example may be the breakfast. It is possible for the customers to improve from Burger King Burger breakfast place to McDonald’s Burger Breakfast set, it usually is very subjective, such as, no parking, too many people, the temperature too much or too wintry in the restaurant and so forth can affect the customers to change their head and decide to acquire the competitors’ substitutes to pleased their needs.

Bargain of Suppliers:

Burger King has more than 350 suppliers and distributors. They are named a significant and integral supplier to the Burger King Program and they’ll continue to provide the Burger King system with the excellence assistance and using the high quality marketing communications companies. Burger King is handling well in supplier diversity courses and maintaining a varied portfolio of suppliers. Cafe Services Inc. (RSI), it is extremely famous and strong getting agent, they help the vast majority of products and services employed by Burger King’s owners in United States and is the supervisor of the system’s supply chain. RSI functions and communicate carefully with the restaurant owners, Burger King Corporation, food and product packaging suppliers, marketing agencies, tools vendors, distributors, and data system providers so as to streamline and enhance their supply-chain and make the machine more efficient.

Bargain of Customer:

They added salad bars plus some "light" menu for clients, and it can less fatty and healthier image. It will increase their customers’ electric power and become stronger. It also can entice the olds to come and enjoy the meals even the food are become more healthy but these still delicious.

Managing inter-firm rivalry:

Their biggest competitor is McDonald’s, Wendy’s International Inc. and Yum Brands and Owner of Taco Bell. Burger King’s market shares are lesser than McDonald’s. Burger King has a market share is around 21.9 % and McDonald features approximate 44%, which is definitely twice of the Burger King’s market talk about percentage. Just lately, McDonald is rapid of growing the branches in lots of third world countries, such as for example China and India. Burger King simply just only expanded in couple of international market, nothing like McDonald. So we realize that McDonalds has the almost all of them market talk about and branch, implies that they are having the marketplace position now. In addition, it means that they will be the leader on the market and they have the powerful to set the meals prices and McDonald’s development very fast also. Because of their item differentiation level quite low, therefore the rivalry is high intensive.

Summary of environmental scanning

Burger King is the one of the dominator in the fast food industry with high popularity and high market shares. New entrants who want to join the industry and compete with Burger King and desire to gain the market share and challenge the existed players are extremely hard. However, the primary competition of Burger King are still McDonald’s, KFC and Wendy’s Burger. Since there is many selections and low switching cost between them. Hence, Burger King still needs to put effort to contend with this few main rivals. In addition, Burger King is handling very well in supplier diversity applications and maintaining a varied portfolio of suppliers. Cafe Services Inc. (RSI), it is extremely famous and strong getting agent, It works and communicate carefully with the restaurant owners, Burger King Corporation, food and packaging suppliers, marketing agencies, gear vendors, distributors, and details system providers in order to streamline and enhance their supply-chain and make the machine more efficient.

SWOT Analysis

Capital Market –

The strength of Burger King on Capital Marketplace is the company in a position to fully utilize their on hand resources. It creates their operation more effectiveness and brings the business growth faster. Nevertheless, the weakness from this company is their show at market is declining. So the available capital can be lower and also it will bring them liquidity problem and immediately influence the self-confidence of the investor. The company has the opportunity to get some good of the eating places and growing the eating places industry. It could contribute more earnings to company to be able to overcome the liquidity issue. There have some threat to the company which may be the stringent regulation placed by government. Besides it, the economy downturn could cause the company not doing well too.

Product Market –

For the strength, provider gets the strong brand and merchandise portfolio. Their items are differentiated from different items. Burger king has largest restaurant network around the world. For this reason, the customer, supplier and creditors are reliable on them. Furthermore, they could bring forth new concepts in their products constantly. Nevertheless, the weakness of the burger king in product market is fewer control over franchises. It could cause the company damage their goodwill or loyalty from client. On the other hand, the opportunity of the company is launch of various innovative goods through their potential ingenuity. It can also improve their product and brand well-known. The risk to the company is definitely outbreak of Food-borne Illnesses. It may cause the consumer not reliable on their food. Besides, competitive markets affect their effectiveness on business. The expenses of meals are rising greater than standard inflation and because of loss of some profit. Since, burger king is definitely fast food restaurants, while health concerns among general public. So the earnings will drop too.

Organization –

For the strength, organization has a clear organizational target of profitability. So company’s employees be capable of reorganizations gain their goals. Moreover, company also will give the achievement awards plus some incentives to the stakeholders who are employees or managers who have made significant contributions. This is a good way giving rewards because of increase employees comfortable that their personal desires will be achieved and encourage them. For the weakness, company supervision lacked focus and route and offers struggled with advertising mix decisions. Assistance was slow and preparing food

was inconsistent and many stores needed remodeling. That is another problem of the services provided by the employees. For the opportunity, company has to support, encourage and spend money on their career growth by giving numerous training and development programs designed to help employees build valuable skills and competencies. Hence, this is an opportunity for them to upgrade their skills and it permits them to execute to the very best of their ability. Another opportunity is at every each year, global managers show up at their annual convention to engage with their franchisees also to hear about their strategic vision, functions, development and marketing programs for the upcoming calendar year. For the threat, the exterior competitive will affect company performance, so the mangers need to solve the competitive complications and control the operations in business. Besides, another threat is the unemployment rate gets higher nowadays so it will lead employees are hard to find the jobs.

Summary of situation analysis

Burger King Holdings, INC is certainly targets its company strategies examination and their efficiency within the fast food service restaurant industry. Consequently, company faces countless internal and external issues in environmental analysis, and these will influencing their business procedures which is prominent in the market analysis. Hence, Burger King Holdings distinguish its enterprise strengths, weaknesses, prospects and threats in three stakeholders group. As a result, each factor affecting Burger King is usually then applied right into a SWOT analysis to identify the company’s strongest characteristics and areas in need of improvement to establish the firm’s achievements of gradually raise the shareholder worth. Besides, in applying the swot examination is a important that help company to reduce and steer clear of weaknesses and threats. The weaknesses in company must be scrutinized in order to improved them into strengths portion. Similarity, in the various other way round the threats should be changed into opportunities. Consequently, both strengths and options will come to be matched to optimize business prospect of accomplishes goals in the fast food industry.

Strategic Options

Strategic options are imaginative alternative action-oriented responses to the external situation that an organization (or group of organizations) faces. Strategic options would support Burger King to consider benefit of facts and actors, styles, opportunities and risk of the exterior world. Burger King can use this tool ‘Strategic options’ to identify and make an initial screening of alternate strategic options or perspectives.

Burger King opened more branches in top-quality retail spots which would give them powerful functions over their competitors. They can have stores that are exposed to areas with much higher foot visitors and better native demographic compositions. Also, given the high presence associated with premium retail locations the price of their marketing budget would be significantly reduced as a result of incidental advertisements the storefronts by natural means offer.

When Burger King enters into mature express, it should shift its focus from differentiation based superiority to cost-structured superiority. Thus, low priced often becomes the overall driving force of corporate profit. Low cost advantage may be accomplished through improved economies of scale. They should improve their capabilities within their distribution network and keep maintaining their industry business lead in low transport costs.

Segment and customer selection becomes crucially important to maintaining a high profit percentage. While the style in the specialty burger industry is to target the overall human population, Burger King should give attention to a customer segment that offers the greatest amount of value elasticity. This segment should compose of those customers most devoted to the Burger Kings’ brand who are as well in the highest income bracket.


Furthermore, Burger King can be implementing new and various marketing connections which extend the organization approach of strengthening their brand image. The work for the strategic option include long term branding promotions through radio and television set commercials which have a time caption of 30 secs and 60 mere seconds respectively. This campaign approach can better spread the product and assistance offerings visually and on audio tracks to attain the mass customers. Furthermore, the strategic choice of Burger King towards growing their market talk about involves an advertising methodology focusing on new product offerings as well as the existing popular products such as the Whooper.

The higher demand and reputation of dining among fresh and middle age ranges has provided a potential for Burger King to improve its revenue and with greater marketplace potential, the company has utilized the advancements in technology and technology devices to provide better providers that may appeal to these potential customers. In addition, the company targets training its staff for better service supplying and better planning of food.


BURGER KING’S key variety criteria is the criteria which burger king uses as a simple framework of evaluation and selection when creating and deciding strategic alternatives. Here is but a few Key selection standards that BURGER KING uses.

Alignment with core competencies

Alignment with strategic goals

Internal rate of come back more than (a certain number say 15%)

Improve customer service



Core competencies will be those functions that are essential to a business reaching competitive advantage, these include technical/subject matter know-how, a reliable process and/or close interactions with clients and suppliers. It could likewise incorporate product development or customs. As a result when BURGER KING evolves a strategic option it makes sure that it has regarded as and factored in its core competencies to ensure it has the capability to facilitate this strategic choice.


When BURGER KING develops a strategic option it creates sure that this program is consistent with its primary strategic goals and that the primary aims and goals of BURGER KING will be factored into this program, so that as the strategic alternative gives them an edge it doesn’t deviate from what BURGER KING is usually primarily trying to attain.


Is an interest rate of return used in capital budgeting to assess and assess the profitability of investments it really is an indicator of the efficiency, top quality, or yield of an expense. BURGER KING uses IRR to judge if a particular strategic option is rewarding, efficient or of a substantial yield in comparison to their basic required rate of return which is set before analysis and decision on strategic alternative could be made therefore not merely establishing a bench mark of return but a basis of assessment between strategic choices and alternatives.


BURGER KING can be in the junk food industry, which is the most product discriminate industries, because consumers have thus many selections between other chains such as for example MCDONALDS, KFC, WENDY’S etc. BURGER KING offers differentiated itself by providing what they call the ‘Client EXPERIENCE’, which means providing superior customer support and they do this by making the client EXPERIENCE a key and core element of most their strategic options. They use customer support as key selection conditions to make sure that all their strategic options enhance the customer experience and therefore provide them with a competitive edge within their extremely competitive industry.


another key assortment criterion is URGENCY this standards analyses how urgent may be the requirement for the strategic choice and how urgently the strategic alternative can be implemented. That is done to be sure BURGER KING strategic choices are both responsive and effective thus reaching strategic target.


Bases on the strategic choices, to open even more branches is considered inefficient strategy ,because it need a lot of money to open the brand new branches ,but can implementing more other strategy to reach same objective which is improve the market show like franchisee system as well as the delivery system. Utilizing the low priced delivery system, more consumers can enjoy the Burger King product all over the place and every time .It really is considered more efficiently than open even more branches . In the franchisee program, Burger King can earn much more profit from the transaction and increase the market share, but to concentrate on the product top quality, Burger King should put more attention onto it to keep carefully the reputation maintain and increase in once. The franchisee training is important onto it .For the franchisee system, Burger King should also control the location of the branch to avoid too many branches in the same certain place, which can reduce the competition of most franchisee and industry inefficient.

Low cost strategic is a good strategic to reach the higher profit, with a good distribution network will struck the corporate low cost strategic. Maintain the top quality and lower the production cost is a good way to raise the profit but both aspect should be move around in the same direction .

For the "highest money brackets" of the Burger King market segmentation, will certainly reduce the Burger King’s consumer population, as the cheaper ought to be more attracted. By increase the customer inhabitants, Burger King should do more promotion and also the advertising and marketing for the short-term. However, to increase the customers human population in the long-term, Burger King should make the product differentiation by develop even more product types and favorites which can attract more new consumer. This development will improve the market shares and also the competitive advantages of the Burger King to survive in this competition marketplace.

Advertising is important aspect to reach the profit percentage rise, Burger King should use the low cost advertising which can effective and also save a huge of money .The populace lifestyle is evolved and the technology improvement Burger King cannot employing the traditional media to promote their product, young adults and adults are prefer internet a lot more than the newspaper today. Like using the website advertisement can be consider as cheaper advertising and marketing which can also filter the population to attain the market segmentation more effective than without filter it. You won’t ever marketing and advertising the Burger King to a 80 years old ,so we must filter the population first to the target customer .


The last fifty percent of the twentieth century witnessed the development of many fast food chains, though Burger King may be the second largest hamburger fast food restaurant on the globe, nonetheless it still maximize the revenue and minimize cost.

With an over-all environment analysis, the company can see a longer horizon of time, and also clarify strategic possibilities and threats that the organization faces. By looking to the exterior environment to see the potential forces of transformation looming on the horizon, Burger King can take the strategic planning procedure from the arena of today and in to the horizon of tomorrow.

By the effectiveness of the company to totally utilize their on hand resources, it bring the business growth faster. They are differentiate their items, it make the customers, suppliers can dependable on them. By saturating almost every market it possesses entered, Burger King nowadays envisions itself as a stabilized enterprise, with entering new market segments because they are in exploiting those markets in every way open to them. The company can be more able to respond to consumer demands that, previously in its existence, would have been impossible. The best strategic options and major selection standards that Burger King offers been using to improve their company business management. They are retaining the high earnings with the low-cost goods provide to the market, which can get the higher demand and recognition from the various stages of customer.

So by overall, Burger King gets the persistent business management to keep up their business regardless of on their products, promotional or business strategic, it bring the business to growth swiftly and globalize.