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.
Inhaltsverzeichnis (Table of Contents)
- International Marketing Planning
- Burger King's Strategy for Bangladeshi Customers
- Market Segmentation
- Burger King's Growth Opportunities in Bangladesh
- The Fast Food Market in Bangladesh
- Internationalization of Firms
- PESTLE Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay aims to analyze Burger King's potential for establishing itself in Bangladesh, considering the country's fast-food market and potential growth opportunities. The essay explores how Burger King's strategy can respond to the needs of Bangladeshi customers.- Burger King's international marketing strategy
- Market segmentation and targeting in Bangladesh
- Burger King's growth opportunities in the Bangladeshi fast-food market
- The impact of globalization on firm internationalization
- PESTLE analysis of the Bangladeshi market
Zusammenfassung der Kapitel (Chapter Summaries)
The essay begins by defining international marketing and explaining how Burger King, as the second-largest fast-food hamburger chain in the world, operates across 76 countries. The essay then discusses the financial performance of Burger King, highlighting its revenue and operating profit in recent years. The essay then focuses on the Bangladeshi market and identifies existing fast-food players such as KFC, Pizza Hut, and A&W. The importance of market segmentation is emphasized, highlighting how different customer groups require different strategies. The essay then delves into Burger King's target market in Bangladesh, considering factors like demographics, psychographics, and consumption habits. The essay concludes by analyzing the growing fast-food culture in Bangladesh, particularly in urban areas. The essay also explores the benefits of internationalization, such as access to new markets and the potential for increased competitiveness. The essay concludes by applying the PESTLE framework to analyze the political, economic, social, technological, legal, and environmental factors influencing the Bangladeshi market.
Schlüsselwörter (Keywords)
This essay focuses on international marketing, fast food, market segmentation, Burger King, Bangladesh, PESTLE analysis, globalization, and internationalization. The essay explores the potential for Burger King to enter the Bangladeshi market and how its strategy can respond to the needs of local customers.- Citation du texte
- PhD(Student), MBA, BBA Md. Rajibul Hasan (Auteur), 2011, International Marketing Planning - An Analysis of Burger King, Munich, GRIN Verlag, https://www.grin.com/document/206778
