ES Burger King
They offer various choices of menu items In affordable price, and constantly develop new Items to satisfied deferent needs of the customers. Moreover, the staffs give their best effort to serve the foods efficiently, and malting the standard of the food at the same time. It will always be a great experience to dine In burger king, because of the cleanness and the delightful atmosphere. The vision is the belief of employee that they try to carry out through out daily operation. 2. 1. 2 Matson Mission is the overall purpose of the organization, and the mission of Burger king is o serve the best burger in the business proudly.
They aim to provide a variety of real and authentic foods, which are all freshly made and prepare in the way that the customer want it. (Burger King home page, N. D) The mission statement Is brief but specific. It highlight the key elements that they willing to deliver to their customer. 2. 1. 3 core value The core Value of Burger king is “Fairness, Diversity, Respect, Caring, Clear Accountabilities, Teamwork, High Standards, Commitment to Excellence, Celebrating our Successes. ” (Burger King home page, N. D) Burger King committed to be excellent n both food and service side.
They aim to provide high standard food that using fair ingredient, and sell it in an affordable price. Further more, they create a variety choice of menu items to satisfy the different need of customers. Additionally, the employees have to be able to work as a team and being accountable. They are required showing respect and take care of colleagues, so that they can work better as a team to deliver high standard service and foods to their customers. 2. 1. 4 Objective During 2011 to 2013, Burger Kind had successfully expanded their market to Brazil,
Russia, China, South Africa, India and France by given the franchise right to local brand to additional new market, they believe highly business franchised model can help them gain more profit and less capital intensive. (Burger King home page, N. D) 3. Strategic environment 3. 1 S. W. O. T analysts 3. 1. 1 Strengths Geographic advantage Burger King is the second largest fast food chain in the world, which are right behind Macdonald. Since the first restaurant was opened in 1954, they continuously expand the market share by opening new outlet around the world.
Until 31 Deck 2013, Burger King has 13,667 restaurants in over 95 countries. It has stronger brand leverage and larger number of outlet over their competitor. (Burger King home page, N. D) 3. 1. 2 Weakness Lack of advertisement Burger King dose not put on enough effort on advertising their product compare to other competitors, it might cause loss on market share or customers royalty. As the major competitor of Burger King, Macdonald put on much more effort on advertising their product. We often see their advertisement on television, newspaper and advertising board.
It can help them attract more new customer, and updated the royalty customers about latest product or promotion. Burger King should spend more effort on marketing their product in order to earn back the market share. 3. 1. Opportunities Healthier food choice Nowadays people have significantly increase awareness of being healthy, therefore burger king develop various healthier any items to stay competitive. They add in Tender Grill Chicken Sandwich, BC Veggie Burger, Green Salad, and Apple & Cranberry Salad in the new menu, those items are lower in calories and healthier than the others. 1. Threats Change in eating habits As I mention in the opportunities, people are more and more concern about eating healthy. Most of the foods in burger king contain high calories and fat, therefore consumers might switch to healthier food due to health concern. The change in eating habits might affect the business in burger king and a loss in market share. 3. 2. P. E. S. T. E. L analysts 3. 2. 1 political The objective of burger king is to keep expand their market by opening new branch all over the world. But if they want to expand their market to Muslin states, Burger
King will be facing ingredient selection issue due to religion. According to government law, all the foods in the restaurant must be 100% Hall and vegetarian as a foreigner company. But however Burger King was successfully solve all those problems and performing very well in the new market. 3. 2. 2 Economic Food costs are rising higher all over the world due to inflation, it is very hard for burger king to keep a low price and maintain profitable at the same time. But Burger king have very great opportunities to gain profit in the new market, such as China and France.
People are too busy to spend time on eating, so that they tend to look for a quick fix on the break time 3. 2. 3 social Burger king provide a great variety menu in order to cater different customer. They develop a healthier menu to cater the health concern customer, because of the increase awareness of health. And for children, which are the one of their target customer. They provide kids set meal and play zones in some of the outlets. 3. 2. 4 Technology Burger King save cost and gain opportunities by applying technology into business, such as online advertisement and online order service.