According to Doole and Lowe (2008), International marketing involves the firm in setting up manufacturing or processing facilities around the world and coordinating marketing strategies across the globe. This essay will explain how Burger King’s strategy will respond to the needs of Bangladeshi customers and moreover discuss if there are any opportunities available for Burger King to establish itself in Bangladesh, given the attractive environment of Bangladesh.
Burger King, which is known as BK is the second largest fast food hamburger chain in the world. It is operating in more 12,200 places and serving over 11 million customers daily in 76 countries and territories worldwide. In addition, almost 90 percent of the Burger King restaurants are possessed and operated by independent franchisees. (Burger King Website, 2011)
The revenue of Burger King for 2010 is $ 2502.20 million during 2010. It has decreased of 1.40% from the 2009 (Yahoo Finance, 2011). The revenue of it was $2537.4 million during 2009. It was increased of 3.2% over 2008. The operating profit of this company was 339.4 million in the 2009 which decreased of 4.1% from 2008. (Datamonitor, 2010).
Burger King is acquired by the investment firm 3G capitals more than 90% of the company during 2010. (Yahoo Finance, 2011)
According to John Chidsey, chairman and chief executive officer, Burger King carried strong revenues even with escalating economic and consumer uncertainties by profitably executing on various growth strategies, marketing leadership, including net restaurant growth, product innovation, longer competitive hours and operational excellence. (Burger King Website, 2011)
If we look at Bangladesh market, then we find that there are some leaders that already exist in the fast food industry of Bangladesh. These are – KFC, Pizza Hut, A&W, BFC (Best Fried Chicken), Helvetia, etc.
Table of Contents
1. ANALYSE
2. STRATEGY DEVELOPMENT
3. IMPLEMENTATION
4. CONCLUSION AND CRITICAL REFLECTION
Research Objectives & Topics
The primary objective of this work is to evaluate the strategic potential for Burger King to enter the Bangladeshi fast food market by analyzing the local economic environment, consumer demographics, and competitive landscape.
- Analysis of market entry strategies in the fast food industry.
- Evaluation of PESTLE factors affecting the business climate in Bangladesh.
- Assessment of competitive rivalry using Porter’s Five Forces model.
- Examination of consumer segmentation and target market identification.
- Review of operational implementation strategies based on the 7Ps marketing mix.
Excerpt from the Book
ANALYSE
According to Doole and Lowe (2008), International marketing involves the firm in setting up manufacturing or processing facilities around the world and coordinating marketing strategies across the globe. This essay will explain how Burger King’s strategy will respond to the needs of Bangladeshi customers and moreover discuss if there are any opportunities available for Burger King to establish itself in Bangladesh, given the attractive environment of Bangladesh.
Burger King, which is known as BK is the second largest fast food hamburger chain in the world. It is operating in more 12,200 places and serving over 11 million customers daily in 76 countries and territories worldwide. In addition, almost 90 percent of the Burger King restaurants are possessed and operated by independent franchisees. (Burger King Website, 2011)
The revenue of Burger King for 2010 is $ 2502.20 million during 2010. It has decreased of 1.40% from the 2009 (Yahoo Finance, 2011). The revenue of it was $2537.4 million during 2009. It was increased of 3.2% over 2008. The operating profit of this company was 339.4 million in the 2009 which decreased of 4.1% from 2008. (Datamonitor, 2010)
Burger King is acquired by the investment firm 3G capitals more than 90% of the company during 2010. (Yahoo Finance, 2011)
Summary of Chapters
ANALYSE: This chapter provides an overview of the global operations of Burger King and assesses the economic and environmental landscape of the Bangladeshi market.
STRATEGY DEVELOPMENT: This section determines the most suitable market entry modes, specifically focusing on the franchising model, and compares the firm's competitive advantages using Porter's framework.
IMPLEMENTATION: This chapter details the tactical application of the 7Ps marketing mix to ensure brand relevance and customer satisfaction within the specific cultural and dietary context of Bangladesh.
CONCLUSION AND CRITICAL REFLECTION: This final section synthesizes the findings, confirming that while the market is attractive, the company must navigate intense competition and maintain flexibility in its operations.
Keywords
Burger King, International Marketing, Bangladesh, Market Entry, Franchising, PESTLE Analysis, Porter's Five Forces, SWOT Analysis, Fast Food Industry, Consumer Segmentation, Marketing Mix, 7Ps, Strategy Development, Differentiation, Economic Growth.
Frequently Asked Questions
What is the primary focus of this publication?
This work examines the strategic feasibility and planning required for the international fast food chain, Burger King, to successfully enter the emerging market of Bangladesh.
What are the central themes discussed in this analysis?
The key themes include market entry strategy, environmental analysis (PESTLE), competitive intensity (Porter's Five Forces), consumer behavioral segmentation, and operational marketing execution.
What is the primary objective of the research?
The main goal is to determine if Bangladesh offers a viable opportunity for Burger King and to identify the optimal strategic approach to establish a profitable presence in the country.
Which analytical frameworks are utilized in the study?
The author employs PESTLE for external macro-environment analysis, Porter's Five Forces for industry competition, SWOT for internal/external strategic positioning, and the 7Ps marketing mix for operational planning.
What does the main body of the text address?
The main body transitions from a high-level market assessment to a specific strategic roadmap, detailing how the company should adapt its product, pricing, and distribution to local conditions.
Which keywords best describe this research?
Key terms include Burger King, International Marketing, Bangladesh, Market Entry, Franchising, PESTLE, SWOT, and Competitive Advantage.
Why is franchising considered the most relevant entry mode for Burger King in Bangladesh?
The analysis suggests that franchising minimizes resource commitment and risk in a volatile economic environment while leveraging Burger King's existing global expertise in managing independent operators.
How does the author propose that Burger King handles local cultural dietary preferences?
The author recommends that Burger King adapts its menu to align with local Muslim dietary laws, such as incorporating HALAL options, given that nearly 89% of the Bangladeshi population is Muslim.
- Quote paper
- PhD(Student), MBA, BBA Md. Rajibul Hasan (Author), 2011, International Marketing Planning - An Analysis of Burger King, Munich, GRIN Verlag, https://www.grin.com/document/206778
