Dave McClendon
Period 2
Market strategy
 Burger King market strategy is pretty good because
they are the number two fast food restaurant but one
downside about there strategy is that there breakfast
business isn't that good so if the could develop that
they maybe can become number one fast food
restaurant
Burger King
 is a chain of fast food restaurants, featuring menu
items, nutritional information guides, kid's meals
selection of burgers etc.
 It is aim to make the customer satisfied quick and easy
by offering you several delicious burgers that you can
pick and have it brought to you quickly.
How does Burger King Meet their
Aims
 The BURGER KING(R) system operates more than
12000 restaurants in all 50 states and in 73 countries
and US territories worldwide.
 They give you reasonable prices for the product you are
buying so any body who would want Burger King can
afford it.
Market Position
 “I believe the top five at the time were McDonalds,
Burger King, KFC, Wendy's and Subway. They may not
be in the correct order, but these were the top five at
one time (wiki. Answers.com).”
 So Burger King would Be kind of a Market Leader
because they are in the top two and they also would be
a Market Challenger Because there competing to stay
at the top of the fast food markets
Market Objectives
 “The objectives for Burger King can will be most like
any other business that wishes to remain profitable.
Maintain brand recognition, brand loyalty, customer
satisfaction, and generate new customers. Through
QoS and product development and expansion these
objectives are partially obtainable. Additional
distribution channel (franchise) marketing and owner
satisfaction will help progress the company toward
these objectives (wiki.answers.com).”
Market segments
 – divide the market into relatively homogeneous
segments of customers; each of these groups, to be
fully satisfied, needs its own marketing mix or
product.
 Makes the menu have variety of food so it gives you
more options
Market Structure
 Burger King Corporation - SWOT Analysis
company profile is the essential source for toplevel company data and information. Burger King
Corporation - SWOT Analysis examines the
company’s key business structure and operations,
history and products, and provides summary
analysis of its key revenue lines and strategy.
 This might affect market strategies because other
fast food restaurants might try to do the same
thing
Market Share
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Burger King is the second largest fast food hamburger restaurant chain in the world, with over 11,000
company-operated and franchised restaurants In a response to the McDonald's McCafe coffee
products, Burger King has announced that by September 2010 it would begin selling Starbucks'
Seattle's Best Coffee in about 7,250 U.S. outlets. The new drinks will sell for $1 to $2.79 and will replace
Burger King's BK Joe brew, which was introduced in 2005.
In 2008, roughly 90% of the company's restaurants were franchised and only 10% were company
owned although the latter produced approximately 73% of the company's revenue.[ Burger King also
operates in three geographic -: the U.S. and Canada, EMEA/APAC (Europe, the Middle East, and
Africa/ Asia Pacific), and Latin America. Sales in the U.S. and Canada account for 44% of total
revenue; however, Latin America is the fastest growing sector.
Business Financials
In FY 2008, Burger King increased revenue by 10% to $2,455 million from $2,234 million the previous
year. Revenue similarly grew by approximately 10%, or $148 million, in FY 2007 from FY
2006.]Increases in revenue are a direct result of Burger King's successful advertising campaigns as well
as the tendency for consumers to seek lower-cost dining alternatives during stagnant economic
conditions. Net income also experienced rises over the past three years, from $27 million in 2006, to
$148 million in 2007 and finally $190 million in 2008
In FY 2009, Burger King reported revenues of $2.54 billion, a growth of 3% over the previous year.
Burger King attributes most of its revenue growth to the acquisition of franchised restaurants as well
as a worldwide net restaurant growth rate of 3.1%. On the year, Burger increased its net restaurant
count by 360, a decade-high number for the company, for a total of 11,925 restaurants