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Case Analysis Assignment
LEARNING OBJECTIVES - After reading and analyzing the cases, students should develop the following managerial competences:
- Defining problems.
- Identifying opportunities.
- Gathering and interpreting relevant data.
- Formulating strategies.
- Making and implementing decisions.
- Working effectively with others to drive consensus.
Task - CASE: BURGER KING: For years, BK has struggled to reach the brand power of McDonalds. How did the brand behind? How are they trying to reposition their brand? Is it working and why?
Answer - Business Review: A case study of Burger King
Executive Summary
Burger King was initially known as Insta-Burger King. The company was founded in the year 1953 in Florida by two main people Keith Kramer and Matthew Burns. As they were facing financial issues they sold the company to James McLamore and David Edgerton in Miami in the year 1955. The most famous whopper Sandwich was first introduced in the year 1957 which made the company a renowned brand in the industry. Burger King has been known for its hamburgers which they have been serving for over 60 years and are called flamed broiled hamburgers. Burger King got famous because of this hamburgers as the price of these items were very affordable for the people and soda revolutionized in their Idea and became one of the strong competitors in the Fast Food Industry. Though in recent times the company has been facing challenges in coping up to the market due to lack of vision and management issues. This paper will evaluate the critical issues that are making the rate of success of the brand slow. For it would analyse the situation under which the brand is facing problems and challenges and provide an alternative action to overcome this. McDonald's has become the best brand because of the best service and good management all throughout its unit. The paper will provide a comparative study to understand the problem and provide recommendations to eliminate the risk and gainer progressive report in the market.
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Problem Definition
Burger King was a well-known brand but recently it has been facing many problems because of which the brand name has gone down in the industry. Reports have suggested that the brand has operations because of which the whole management is being affected and so is the profit margin (Yoder, Visich & Rustambekov, 2016). Apart from this, the industry in which they are dealing with has a use competition. To meet this competition became has to apply various strategies both in the operations and management level. Recently it has been reported that the brand was facing an issue of pricing due to which many customers had restrained themselves and opted for other options that were available in the market. It was then McDonald's gained a good name as many customers get attracted towards its service and products. The company was lacking funds due to which many operational activities couldn't be performed in a planned manner. Due to its limited funds the company had to control over the pricing strategy and the various other expenses that were done to enhance the franchise name and service. A major portion of the brand runs under the franchise name that is owned by other companies or restaurants. Funds affect the internal environment of this company that hampers the work that can be performed for better progress. As the company has a lot of franchise in the market the expenditure also increased having a direct impact on a low capital. Capital is required for the propagation of all the activities that are required by the organisation in fulfilling the needs and requirements of both the market and the customers (Mathe et al., 2016).
The poor performance of the company had a direct impact on sales. The brand has focused on the aspect of value means where various other food items were sold at one price creating an impact on the customers that the brand emphasized more on the value of the meals rather than the pricing. For instance, these meals consisted of fries burgers and coke at a price that is very affordable for the customer but with the perspective of the business, it was a total loss. In the year 2009 Burger King had to face legal actions by the authority for promoting the double cheeseburger by its franchise over the firm. This was done because of the pricing that they had adopted for the sale of a double cheeseburger. The authority mentioned that one cannot sell such kind of burgers at a very reasonable price of $1 when it could have caused it around 1.10 dollars. Apart from this, the company has been always under the area of extra expense that can be lowered and is subjective to the management. McDonald's has been using various strategies under the financial aspect and because of that, they are able to claim a high profit from the sale of products and services in the market. All these have made Burger King fall behind McDonald's when it comes to business transactions and getting a good name in the market (Rubenstein, 2017).
Situation Analysis
Burger King is known for its low capital because of which they cannot invest in the expansion. The pricing strategy is important as it helps the company in meeting the expenses that are important for future growth and success. The revenue that is collected from the sale of products and services help the brand in achieving the goals and targets thus emphasizing more on greater productivity and low investment. Burger King is known to be the second-largest fast-food burger chain in the world and so the expectations from this company are high (Annual Report, 2019). Many people expect to have its franchise all across the nation but due to its limited funds, Burger King has slow down the expansion process and focused more on improving the qualities and also decreasing the amount invested. The recession is also a major reason why this company has faced financial issues in its growth and expansion process.
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The company has a lot of scope in increasing its fund as the opportunities in the market are in ample quantity. The company is well known for its stronghold on the product line as it offers various types of burgers and meals to satisfy the taste buds of its customers (Morales et al., 2015). Due to its large decline, the company has given the title of the second-largest fast-food restaurant chain in the world. Apart from this it also shows created to the digital advancements that are required in the upgrading of the operating system but they feel when it comes to bringing in productivity in performance.
Alternative Actions
As most of the franchise is owned by other franchise the amount that is saved on can be utilised for innovating their menu so as to bring in more customers to the food outlet. Pricing is an important factor which the company should pay focuses on to deliberately layout the structure in maintaining the growth and expansion for the future endeavours (Miller, 2016). They can gain competitive advantage by laying out strategies that would affect a larger mass rather than paying more attention to the product line. In the fast-food burger chain, all the product a moral a similar but what matters is a page that the brand is providing to its target customers. It is very important to gain a competitive advantage as that will allow the organisation in defining its case in the market. The product of Burger King is loved and appreciated by all but too low down on the pricing and maintain a good flow of the investment the company should get involved in limiting the product but enhancing the taste of each product. It can also limit the expenses that are incurred in the installation of various tools and equipment. This can be done when the company has gained enough funds to meet the development and profit plan. Further to meet the pricing strategy the company can start on by inviting on its menu the aspect of healthy food recipe. Do all these measures will initially involve a lot of investment but the return on investment will be high and in this way, the company will be able to achieve is a financial crisis. As the financial crisis will be made by the brand The performance on the overall business will also improve. This will allow Burger King to attract more customers and gain a competitive advantage in the market.
Final recommendations
Burger King can probably have a new marketing campaign under which it can portray to its customers that it focuses more on healthier products. The current market trend will also be accomplished with this new marketing campaign. A mix of healthy ingredients in its products will attract more customers as the trend is according to the taste and preferences of the target customers. Apart from this, the company can also improve its management ways by having stable leadership. Proper management and leadership will assist in giving directions to its strategies designed to meet the financial crisis. Good leadership will help in improving the communication channel along with monitoring the work on a regular basis. On a larger scale, it can focus on the expansion in the countries where the potential is very high. This will also allow the brand to making its presence and the international domain. Markets that today a highly active are the markets of Asia, the Middle East and are the part of Europe. All these strategies will improve the performance and eradicate the financial crisis.
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