Analyzing Burger King

1. BACKGROUND

1.1. Executive Summary

Through this investigation, we want to analyze the marketing plan of burger king, and its participation in the Colombian market, as a learning method for the subject of international marketing.

In this investigation we are going to make an analysis of the company and its environment business in Colombia, making emphasis on the strategies of marketing that are being implemented by the company in the national market. One of the goals is also identify the problem of the company getting in the Colombian market, and to give possible solutions and recommendations for it.

Considering the importance of developing effective promotion of the products of a company we will take into account relevant factors to impact the market desired.

It is important to take into account that the fast food market is big and competitive, and in Colombia it is represented by important national and international chain of restaurants, such as McDonalds, hamburguesas del corral, among other. Nowadays is really important for companies to know what motivate the consumer to select the restaurant they want to go and to know the satisfaction level of the consumers, because of this and to the competence, which is growing, that companies have been implementing marketing strategies that help them to offer a better product quality and service, which is the main importance to maintain its business in a long term period.

1.2. Plan Justification

Most of the companies have always been focused in getting high profits of its economic activity, so they offer standardized products and they leave behind the individual needs of their clients. Recently, companies have understood the need for a new challenge and a change their politics and management, to deal efficiently with the competence. Actually companies can make the difference among the competitors, by getting focused more in the satisfaction of the clients and the quality of the products they offer, in order to create a good name and loyalty from their clients.

Our goal with this investigation we look forward to determine the key factors about the perception that people have of the company, in order to identify, the main points that might have some effect in the success or failure of the company.

Burger king has always offered a good service of quality and they also have focused in satisfy their clients, taking into account their tastes and needs. Burger king consider this an important factor to have success in the business.

Even though burger king is a successful company, they are relatively new in the Colombian market, so they still have to get a better and deeper knowledge about the perception and necessities of the Colombian market, which have different characteristics and necessities.

We are going to try the problem and opportunity for burger king in our market, giving a possible solution or idea to implement in the company, so they can have a better development of its politics and management, taking into account the specific needs of the market.

TABLE OF CONTENTS

Page

1. BACKGROUND

1.1. Executive Summary.

1.2. Plan Justification

1.3. Table of contents

1.4. History of the company……………………………………………………… 5

1.5. Economic sector in which the company participates…………………….. 6

1.6. History of the sector………………………………………………………….. 7

2. STRATEGIC PLATFORM

2.1. Mission Statement

2.2. Company's Vision

2.3. Corporate values and principles

2.4. Company's competitive strategy

3. STRATEGIC ANALYSIS

3.1. Key success elements

3.2. Pestle Analysis.

3.3. Porter's five competitive forces analysis

3.4. Swot Analysis

3.5. Economic sector's analysis.

3.5.1. Market structure

3.5.2. Competitors analysis

3.5.2.1. Commercial structure of competitors

3.5.2.2. Products and prices mapping

3.5.2.3. Promotion strategies

3.5.2.4. Point of sales format

3.5. Consumer analysis: Psychological and sociological

4. RESEARCH APPLIED TO BUSINESS NEEDS

4.1. Technical Specifications

4.2. Executive Summary

4.3. Definition of the problem/opportunity

4.4. Marketing Research objectives

4.5. Applied Methodology

4.5.1. Limitations

4.6. Findings - Research results

4.6.1. General results

4.7. Recommendations and conclusions

4.8. Research support

5. STRATEGIC OUTPUT

5.1. Objectives of the Internationalization Plan

5.1.1. Sales objectives

5.1.2. Services Objectives

5.1.3. Marketing Objectives

5.2. Marketing Mix

5.2.1. Product strategy

5.2.2. Price strategy

5.2.3. Point of sale format and operation

5.2.4. Promotion strategy

5.3. Definition or changes in market entry strategies

5.4. Business Strategy

5.5. Sources of financing

5.6. Ethics and social responsibility

1.4. History of the company

James McLamore and David Edgerton founded Burger King Corporation in 1954. Five years later, they expanded their five Florida Burger Kings into a nationwide chain. By the time they sold their company to Pillsbury in 1967, Burger King had become the third largest fast-food chain in the country and was on its way to second place, after industry leader McDonald's.

Burger King's growth is the story of how franchising and advertising developed the fast-food industry. McLamore and Edgerton began in 1954 with a simple concept: to attract the burgeoning numbers of postwar baby boom families with reasonably-priced, broiled burgers served quickly.

McLamore and Edgerton tried to give their Burger King restaurants a special edge. Then, it became the first chain to offer dining rooms. In 1957 they expanded their menu with the Whopper, a burger with sauce, cheese, lettuce, pickles, and tomato, for big appetites. But prices were kept low. In 1958 they took advantage of an increasingly popular medium, television: the first Burger King television commercial appeared on Miami's VHF station that year. In 1989 Grand Metropolitan plc acquired Pillsbury. After nearly a decade Grand Metropolitan merged with Guinness to form a company called Diageo. In 2002, It was again purchased from Diageo by a private equity group headed by Stanley Foster and the investment firm Texas Pacific Group. Burger King today has established restaurants around the world from Australia to Venezuela.

1.5. Economic sector in which the company participates

Burger king participates in the sector of fast food Company, because the type of food that they sell is classified in this category, such as hamburgers, French fries and salads.

1.6. Brief history of the sector

The business of fast food is old in history, as back as ancient Greece and Rome, inns and taverns generally served food to people who had a reason to be away form home. Later in the 18th century, the idea of eating out for fun took off in western society. The first fast food chain in America was white castle. It was founded in 1921 in Wichita, Kansas. At the time, most people considered the burgers sold at fairs, circuses, lunch counters and carts to be low quality. Many people thought hamburger came from slaughterhouse scraps and spoiled meat. But white castles founders decided to change that perception, and they applied some helpful strategies to achieve its goal; of giving to the hamburger a better reputation nationwide. After that the Mac Donald brother opened their redesigned restaurant in 1948, and several fast-food chains that exist today opened soon after.

In Colombia, WIMPY was one of the first international fast food restaurants, which was established in 1976; later in 1980 Burger King opened a restaurant in Bogotá. After that, in 1993 KFC opened its first restaurant in Bogota. In 1995 MacDonald opened its first restaurant in Bogota. Those are the most important examples of international fast food restaurants opened in Colombia. To mention national companies of fast food, in Colombia we have a variety of restaurants, such as:

• Kokorico, which was founded in 1969

• Frisby, which was founded in 1977

• Hambuguesas el Corral, which was founded in 1983

• Pizzas Picolo, which was founded in 1979

2. STRATEGIC PLATFORM

2.1. Mission Statement

“We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization."

2.2. Company's Vision

“We proudly serve the best burgers in the business, plus

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