Pestel Analysis of Burger King

Pestel Analysis of Burger King.
Desalts, MD, MPH, MASC. Desalts), New Orleans, Louisiana, USA Abstract Full Text PDF Images References Background Environmental factors may contribute to the increasing prevalence of obesity, especially in black and low-income populations. In this paper, the geographic distribution of fast food restaurants is examined relative to neighborhood sadomasochistic. Methods Using geographic information system software, all fast-food restaurants within the city limits of New Orleans, Louisiana, in 2001 were mapped.
Buffers around census tracts were generated to simulate I-mile and 0. 5-mile “shopping areas” around and including each tract, and fast food restaurant density (number of restaurants per square mile) was calculated for each area. Using multiple regression, the geographic association between fast food restaurant density and black and low-income neighborhoods was assessed, while controlling for environmental confounder that might also influence the placement of restaurants (commercial activity, presence of major highways, and median home values).
Results In 156 census tracts, a total of 155 fast food restaurants were identified. In the regression analysis that included the environmental confounder, fast-food assistant density in shopping areas with I-mile buffers was independently correlated with median household income and percent of black residents in the census tract. Similar results were found for shopping areas with 0. 5-mile buffers.

Predominantly black neighborhoods have 2. 4 fast-food restaurants per square mile Pestle Analysis of Burger King By acquaintanceship compared to 1 5 restaurants in predominantly white neighbor s. Conclusions The link between fast food restaurants and black and low-income neighborhoods may contribute to the understanding of environmental causes of the obesity epidemic in these populations.
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Pestel Analysis of Burger King

Strategic Analysis of Burger King

Strategic Analysis of Burger King.

Introduction
The following report is an analysis of case study of Burger King fast food chain till date 2006. It primarily takes into considerations, significant changes over the years. And , also the strategic business decisions that led to, or formed a basis, of these changes. Moreover it helps us to identify the company’s core competencies and the competitive advantage it gained. It also highlights the issues faced by the company. A small comparison with McDonald’s helps to benchmark Burger King’s performance.

Following the critical analysis of case study, it follows necessary recommendations for the Burger King Company in UK market and lastly comparioson with ‘Schools of Strategy’ which are prominent in its history. A personal conclusion that evaluates the case – study and various comparisons throughout the report.
Background
The company of Burger King Corporation was formed by Miami entrepreneurs James McLamore and David Edgerton in 1954. The Burger King Holdings is the parent company of Burger king, however in U.S. it operates as Burger Kings Brands title; whereas internationally as Burger King Corporation. Today (as of year 2006, referring to case study), it is world’s 2nd largest fast food chain based on locations (behind Mcdonalds). The company has presence in more than 70 countries and runs more than 12000 restaurants. Thus, we can see that the brand rules one whopper of whole fast food chain empire.
The company is presently run by Mr. John Chidsey who acts as a CEO and chairman of the parent company. The brand has a $2.54 billion and boasts of handling more than 38000 employees successfully catering to 11.4 million customers.
Burger King – History
Burger king is a predecessor to a company called Insta-Burger King. The Insta –Burger King was founded in 1953 in Jacksonville, Florida by owners named Keith.J .Cramer and Matthew Burns. The found the company after inspired by McDonald’s efficiency, in food preparation, delivery and architectural layout. The company Insta-Burger King was launched on the basis on an equipment known as the Insta – Broiler. The device proved as a very successful oven for cooking burgers.
Changes in Leadership – Burger King History
The Burger King Company saw changes in management from the first year over more than 50 years since its establishment. The names (CEO) and significant decisions of them over the years are as follows:
Year
Name
Former position
Significant change in Burger King
1954-1970James W. McLamore, David EdgertonPresident and chairman – Burger KingFounders, bought Insta-Burger King from Keith G.Cramer (owner of Keith’s Drive-In restaurant)
Introduced an improved version of ‘Insta-Broiler’(which had a capacity of 400 burgers an hour) called ‘flame broiler’
Launched ‘Whopper’ sandwich – the company’s signature product
By 1961, had 45 restaurants in Florida and South-east US; which they increased to 274 restaurants all over the world mainly through franchising.

Year
Name
Former position
Significant change in Burger King
1970-1976Rosewall W. LeslieNot knownFaced problems in company such as
unhealthy relationship with the franchises
confused advertising
stale menus
shabby restaurants
competition to change in customer preferences
1976-1977Pazat W. LeslieNot knownContinued problem facing
1977-1980Donald SmithMcDonald’s executiveIncreased problems between franchises and the management
Introduced a new corporate structure and developed a new management attitude
Solved the inconsistency problem in both food by providing widespread menu and services were managed by greater control over the franchises.
Year
Name
Former position
Significant change in Burger King
1980-1982Lou P. NeebNot knownFollowed former Smith’s directions, the company moved from the third position to the second in the fast food industry by 1982.
1982-1983Norman BrinkerBennigan’s ( part of Pillsbury)Company struggled to re-establish brand image
1983-1985Jaffery J. CampbellCorporate Executive of Burger kingHired different agencies to promote brand but failed and send confused messages about the products.
1989-1989Jerry W. LevinHaagen – DazsCompleted a deal of Pillsbury to Grand Metropolitan PLC (Grand Met) – a British alcoholic beverage manufacturer and distributor
1989-1993Barry J. GibbonsNot knownConcentrated on improving menu and the brand image.
Introduced the BK broiler – a broiler chicken sandwich.
Successfully increased company profits by $75 million during tenure at Burger King.
Year
Name
Former position
Significant change in Burger King
1993-1995James B. AdamsonChairman of Denny’sAttempted to increase the quality of food by introducing ‘value menus’ which consisted of extensive combination from menu under a dollar.
Simplified menu and focussed on burgers and other products
1995-1995David NashNot knownIncreased sales by 6.6% by combination of the right product with the right marketing message.
1995-1997Robert C. LowesChief Executive – European foodsThe company launched a $70 million French Fry Advertising campaign.
1997-1999Dennis N. MalmatinnasNot knownDecrease in market share.
Grand Metropolitan merges with Guinness to form Diageo PLC
2001-2002John H. DasburgCEO – Northwest AirlinesPlanned to revitalise and reorganise the company, mainly through forming a new corporate structure.
2002-2004Bradley BlumHeaded Olive Garden unit of Darden restaurantsThe company faced stiff competition and sales dropped by $0.6 million.
Year
Name
Former position
Significant change in Burger King
2004-2006Gregory BrennemanPresidant and COO of Continental AirlinesCreated ‘a turnaround’ plan named as ‘Go Forward Plan’ which included –
1) Grow profitably,
2) Fire up the customer,
3) Fund the future, and
4) Work together.
Focussed on cutting costs as ‘Drive-thrus’ generated 70% of company’s business.
Secondly, introduced a new set of products to push sales.
2006 till dateJohn ChidseyChairman and CEO of Cendant CorporationThe company faced a situation of state recession in US economy.
Significant Strategic Business decisions in Burger King History
Considering the growth of company over more than 50 years, its significant strategic decisions and success or failure of the same is listed below:
Years
Significance
Business strategy
Measure of strategy
1954
To
1967
Launch of signature product ‘Whopper’ and created brand image as ‘Home of the Whopper’
Growth of company through minimum investment
Expansion
Franchising
Successful
Company had moved from 45 restaurants within US in 1961 to 274 restaurants across the world, by the end of 1967.
1967
To
1977
Company sold to prepared foods giant ‘Pillsbury’
Expansion
Franchising
Failure
Inconsistency in food and service among the franchises
1977
To
1980
New leadership by hiring McDonald’s executive Donald Smith
Company enters UK market
Restructuring
New team management
Control over franchises
Successful
Increase in customer traffic by 15% and increase in ownership by 8 % showing effective and greater control over franchises.
Years
Significance
Business strategy
Measure of strategy
1980
To
1990
1983 – Successful increase in competitive breakfast market
1985 – $100 million to restructure company
1988 – Company plans to market as independent entity and in consequent year 1989 bought by Grand Metropolitan
Hard sell approach
Trade –off or spin –off proposal in late 80’s as an independent entity
Success
Sales up by 19% by $9 million and pre-tax profits up by 9 %

Strategic Analysis of Burger King

Burger King: Selling Whoppers in Japan

Burger King: Selling Whoppers in Japan.
Burger King: Selling Whoppers in Japan
“International is where it’s at,” said Ron Paul, a Technomic consultant. “The fast-food burger category is going to find its better growth opportunity overseas. We’re close to saturation in the United States. That’s why McDonald’s has been so aggressive in overseas markets.” That’s also why Burger King has to be so aggressive in Japan. McDonald’s entered the Japanese market 25 years ago and now has 2,000 outlets there generating $2.5 billion in sales – that’s half of the entire fast-food burger market in Japan. In addition, McDonald’s generates 4.7 percent of its corporate profits from its 7,000 units overseas; whereas Burger King generates only 19% of company sales from its 1,600 units overseas. Worldwide, Burger King ranks fourth behind McDonald’s, KFC, and Pizza Hut. With U.S. markets saturated, and the mad cow disease scare slowing sales in Europe, Burger King must find new areas to expand. In Japan, Burger King will face stiff competition. Not only is McDonald’s well entrenched there, KFC also has 1,040 stores in Japan, making it number two in the Japanese fast-food market. Between them, Big Mac and KFC create a formidable barrier to the entry of other firms.
These big players have taken most of the good locations, leaving only marginal sites for would-be competitors. Just ask the folks at Wendy’s, which made a major push in Japan in the 1980s, but after 16 years has only 67 outlets. Wendy’s is having trouble finding deep-pocket players who want to open fast-food restaurants. Even local officials of Daiei, Inc., which licenses Wendy’s in Japan, concede that the entry attempt has been a failure. Burger King tried to enter the Japanese market once before. It began selling franchises there 20 years ago; franchisees paid an initial franchise fee plus royalties to the parent corporation. However, the royalties were too high and the operation failed. As if all that weren’t enough, the number two burger place in Japan is a local competitor, Mos Burger, which has 25 percent of the market. In addition to Burger King’s previous failure, near saturation of the Japanese market, and stiff foreign and local competition, the company faces another problem in Japan. Burger wars have plagued the entire fast-food industry and almost eliminated profits – even for McDonald’s.

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Burger King figures that this could be an advantage, because the competitors’ pockets are less full than usual. However, as a result of the burger wars, Japanese consumers are accustomed to getting “cheap burgers,” and Burger King’s Whoppers tend to cost more. Burger King realizes that this time it must find an innovative way to enter the market. It must attract attention and obtain good locations in a market that is tending toward saturation. This will not be an easy task. Land is very limited in Japan and costs much more than land in the Untied States, so finding good sites will be difficult. In addition, Burger King will have to convince Japanese consumers to pay more for a burger. Japanese customers tend to be careful purchasers and to look for good value for their yen. The solution? Joint ventures. Burger King joined with Japan Tobacco, Inc. to form Burger King Japan. Because Japan Tobacco is two-thirds owned by the Japanese Ministry of Finance, it brings deep pockets with it. Its first move was to buy out Morinaga Love Hamburger chain and immediately convert the 36 Morinaga Love restaurants to Burger Kings. Now, other struggling burger chains have expressed an interest in being acquired by Burger King Japan. Even big retailers like Ito-Yokado are inquiring about the possibility of opening Burger King restaurants in their shopping centers as an alternative to McDonald’s.
In addition, the Japanese government has relaxed restrictions on how gasoline is sold, and Burger King hopes to place stores in gas-and-burger outlets. Such an arrangement has advantages for both parties. Gas companies get a new competitive weapon with which to attract customers, and Burger King avoids the high cost of developing standalone sites. Furthermore, Burger King already operates gas and burger stations in New Zealand and Australia, so it has experience with this kind of operation, and Burger King is talking to Shell Sekiyu K.K., a unit of Royal Dutch/Shell Group. Although some observers think that Burger King’s lack of name recognition in Japan is a disadvantage, Burger King thinks it can capitalize on this void to create an upscale image. It believes that a high-class image will help to set it apart fro McDonald’s. To appeal to affluent Japanese teenagers, nearly all Burger King restaurants will have a “retro look” of 1950s and 1960s pop culture. In some stores, Hollywood will set the tone with Marilyn Monroe, Marlon Brando, and James Dean staring at diners from the walls. Other store decors will center around rock-n-roll, with original albums by stars such as Elvis Presley lining the walls. All stores will have jukeboxes, checkered tile floors, and 1950s-style red dining seats.
“I just love these chairs,” says Shinoba Fukushima of the red dining seats at a Tokyo outlet. Sales for Burger King have jumped 40 percent to 50 percent with the pop theme. For parents, the appeal may be somewhat different. Whereas McDonald’s sells teriyaki burgers and fried rice in Japan, Burger King wants to focus on its traditional burgers. “There’re not enough vegetables at most other places,” says approving mother Midori Morisaka, who brought her 5-year-old son to a Tokyo Burger King. So, the Whopper with its healthy serving of tomatoes and lettuce, has strong appeal for her. For Japanese consumers in general, Mr. Yuji Kagohashi, president of Burger King Japan wants to bring Burger King’s big competitive advantage – flame broiling – out into the open. “Japanese restaurants often put the kitchen’s flames up front to lure in customers,” he reasons, “and we can do the same.” Why does Burger King hide its biggest weapon against McDonald’s in the back of the restaurant?” Putting the flames up front may be a good idea for Burger King for another reason – lack of promotional funds. With so many outlets to open, Burger King lacks funds to engage in the heavy promotional campaigns that McDonald’s and KFC usually launch. Instead, it relies on promotional events such as grand openings, which generate publicity and are promoted through circulars handed out in the local market. Is the competition concerned? Not really – not at this time. “McDonald’s is the king of burgers” says Shinji Minakata, managing director of Dairy Queen, a firm that has cut its product line back to coffee and ice-cream because of inability to sell burgers in Japan. “McDonald’s has ushered us into the age of 80-yen hamburgers,” says Sumeo Yokokawa, a manager at Kentucky Fried Chicken, Japan. “A burger is a burger for most people now; flame-broiling and extra vegetables are at best an incremental difference most customers don’t really care about.” McDonald’s isn’t cowed. The industry leader is moving ahead with plans to have 10,000 outlets in Japan by the year 2006. even if Burger King opens 200 a year for the nest decade, it will still remain far behind McDonald’s in number of locations, and that can really make a difference. Remember Midori Morisaka? There’s no Burger King in suburban Chiba where her family lives. To get a whopper, she and her son had to make a long trip downtown. The question is, how many customers will build a preference for a burger that is so hard to get to? “We don’t see them as a threat at all,” adds Jun Fujita, assistant manager of a McDonald’s in Tokyo’s Setagaya neighborhood, where a Burger King will open in March.
“Who’s ever heard of Burger King?”
Discussed questions
1. What aspects of Japan’s economic, political/legal, and cultural environments are important for Burger King to understand? 2. Why have Burger King and other companies in the case decided to enter foreign markets? Why have they chosen Japan? Do you agree with their decisions? 3. Contrast Burger King’s entry strategy 20 years ago with its present entry strategy. What are the differences? Is the new entry strategy likely to be more successful? If so, why? 4?Evaluate Burger King’s proposed marketing strategy and program for Japan. Which elements of its marketing program do you think will be successful? Which ones are likely to be less successful?

Burger King: Selling Whoppers in Japan

Burger King Critical Essay

Burger King Critical Essay.
By 2004, Burger King’s sales and status descent were so pronounced that smaller rivals were already on the verge of overtaking them. Burger King (BK) CEO Brad Blum put the blame on their boring advertisements. He thought their ads were uninspiring and unable to effectively reach their core customers. He wanted to change their flat image and bland marketing approach. Thus, Blum hired the small but gutsy and creative Crispin ad agency and tasked them to create an ad series for BK that was innovative, effective, relevant, and out-of-the-box.

They had to stay true to the BK identity but still forge new connections with fast food customers. 2. What target market is Crispin going after and why? Is this the best target market for BK? Crispin thought BK’s main audience is the young male fast food fans. They have a huge demographic and have on-the-go lifestyles that are perfect for BK ads to aim at. BK is famous for its big, flame-cooked burgers that appeal to young males more than anyone else. Further, it is also more logical for Crispin to go after a market that already had interest in what BK offers.

They need only to push their tastes more towards BK. The University of Alberta Students’ Union’s article entitled “Setting Advertising Objectives” states the six stages of buyers’ readiness: awareness, knowledge, liking, preference, conviction and finally, action. Young males already know BK as a fast food restaurant. Thus, Crispin only needs to convince them that BK is the right fast food restaurant for them. This was easier for a recovering company such as BK.
It was also better than trying to attract a market that was absolutely uninterested in fast food such as executives and vegetarians. 3. Why did Crispin choose to advertise BK in the way they did with spin off commercials, bands and a website? What impact will this have on BK’s brand image and marketing endeavors? Innovation and relevance are Crispin’s main weapons. Unlike other advertisements that try to take customers to a place that will signify the product, Crispin took the product and placed it right in front of the customers.
Crispin’s ads appealed to the audience by blending in with customers’ lives and making it seem that BK is indeed part of their lives. Moreover, the ad series gave BK’s image a juvenile youthfulness that was cool with the target market and made BK one of them. Work Cited University of Alberta Students’ Union. Setting Advertising Objectives [PDF File]. 2006. University of Alberta. 12 Dec. 2008 <http://www. su. ualberta. ca/services_and_businesses/businesses/marketing/AdObjectives>.

Burger King Critical Essay

Burger king marketing & employee motivation strategy.

Burger king marketing & employee motivation strategy..
This research deals that how Burger King (K) following the procedures to motivate the Employees, how these procedures helps in achieving the objectives of Burger King and influences the objectives. Hamburger is a parent company of Burger King and it is operating worldwide. Headquarter of Burger King is situated in Florida, U. S. A. It was first established as Instant Burger King in 1953.
Due to tough external environment of Instant Burger King, it faces financial problems and in 1954 its ranches were sold and its name was changed as Burger King. At the end of 2013 it was reported by Burger King that it has over 13000 franchises operating in 79 countries out of which large amount of franchises operating in United States, almost 66% in United States. Burger King has almost 40 subsidiaries that are operating under the management of different countries, their operations, financial matters and production are controlled by the management of those Countries. Burger King Corporation, 2013). Franchises of Burger King are mostly privately owned by the businessman and they allowed the SOPs given by the Burger King Company (Christina, 2011). A holders of Burger King franchises has to follow the strict obligations and duties given by the Burger King; it includes designs of a company, internal and external appearance, brand standards, quality and serving of food, training programs and employee compensation plans Nathan, 2011).
Burger King is giving license to the operators and administrators of stores to run the franchises of Burger King in North America (Elizabeth, 2006). Now Burger King is working in many countries. It is using many promotional techniques as well. It has fan page on a social media called Backbone. Moreover it has an account on twitter as well. Burger King has a large variety in its menu including burgers, fries, pan cakes, shakes etc. Burger King says that their employees are the vital part of their organization.

Employees are the main assets of a company because they face the customers, deals with them and provide services and products to the customers. To get good results of this employee and customer relationship, Burger King has set rules to give Professional training to the employees so that employees should use their abilities to burger king marketing & employee titivation strategy. By prime_421 investing on career development of employees by giving them a chance to work in different departments and giving a chance to the employees to polish their skills and competencies by attending different seminars.
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Feedback from employees is very important in bringing the positive changes in the Company, Burger King also follows this rule and they encourage their employees to do open communication with the top management. In this way satisfaction of employees increases and they are free to use any mode of communication, which includes videos calls, meetings, Emails, voice mails etc. Burger King motivates its employees with different rewards to engage them in the progress of the organization. When staff works hard and continuously makes a positive difference to the company.
Employee achievement awards given to the employees working with the Burger King more than five years and these awards are given to the employees after every five years and reached up to fifty years. There are other programs and awards as well that are given to the employees at both management and lower level to motivate the employees. RATIONALE FOR THE STUDY The research purpose is to see how motivation of workers is being maintained by the organization. For this purpose Burger King is selected.
This research will help in starting new studies in this field so that the new researchers will investigate that how the motivation of employees results in the success of company, company’s growth and progress in future. Organizations have to made good motivational programs for employees to get good performance from them. If employees are motivated then they perform better, they feel satisfied with their Job, so they are committed to their organization as well. This research will encourage organizations to motivate their employees and understand the things that motivate them.
BUSINESS RESEARCH QUESTION “What are the contributing features, plans and programs of the company that motivate employees? To understand the phenomenon of employee motivation of Burger King, given below questions of research should be kept in mind to make a base of this research. The current benefits that employees are getting? How the motivation of employees is maintained by the organization? What are the organizations current and future strategies to motivate their workers? Motivation is the challenging issue to manage and work, because of the individual behavior or attitudes.
As every individual is different from each other, their behaviors, attitudes and needs are also different. For every individual the motivating factors could be different according to their circumstances as well as their priorities. Another factor could be that an employee is not fit for the Job he is doing or he has no interest in that work. So such resources and encouragement should be provided to him so he can develop interest. This research assignment will results in understanding the motivation of employees given by the Burger King and which leads to overall better and good performance.
LITERATURE REVIEW PRELIMINARY Literature review is a process of studying published or unpublished work given in the journals, magazines, newspaper, thesis and online information to get references. These references will help in getting knowledge of the other people’s work and will also help in providing support to our arguments and Judgments. In organization’s point of view “motivation” means the drive force which creates interest in employee to work hard. A motivated employee will have capacity to work hard and give good results.
It also determines the employee’s effort and level of persistence (Bernie, 2012). Organizations need motivated employees to work. Motivated employees help organizations in their survival. Motivated employees are more productive as they know when they will be productive they will get reward for it (Bowen & Arthritis, 1991). Motivated employees are also quality oriented. They find different good ways to do the Job. There are many factors that could help in motivating employees. The first and most important factor is Job design.
Good Job design will surely results in creating the positive motivation of employees. The design of Job can have a significance impact on employee motivation. If a Job is challenging and different interesting tasks are involved in it then employee could be motivated enough to do it. Job design approaches are four in number: Job enlargement, Job simplification, Job enrichment and Job rotation (Bernie, 2012). Standardization and specialization of the work is known as Job simplification. Job simplification results in motivating the employees because they have clearly identified tasks.
But sometimes Job simplification does not helps in creating motivation for the employees because it may result in boring of employee by doing the same task again and again. A large variety of different tasks to perform by the employees, so that employee can have interest in the Job and may result in motivation of employees, this phenomenon is known as Job Enlargement. Job rotation time to maintain their interest and motivation to work. Job enrichment aims to enhance the actual Job by introducing different motivational factors (Bernie, 2012).
Large numbers of studies are conducted to see the impact of Job design techniques to motivate employees. Job design questionnaire was used to study the impact of Job design in motivating the employees by Champion and Thayer (1985) and the result of heir study has shown that Jobs having proper Job design will lead to motivate the employees and employees will have less problem in performing the work needed for a Job and less health complaints. Hickman (1980) conducted a study and results shown that redesigning a Job will surely leads in providing good productivity, increase the quantity of work and motivation in employees.
Job Enlargement or Job Enrichment is the main tool to do this. This is a human nature that he always motivated when he knows that his work is valuable and worthy. Motivation also comes from the sense of acknowledgement and aspect. Rewards are another type of motivation. Intrinsic reward and extrinsic reward are main two types of rewards. Rewards that are internal like feeling good about doing something, sense of accomplishment is known as intrinsic rewards. Extrinsic rewards are external like incentives, bonuses, increments etc. (Fair & Silver, 1992).
When specific goals are set for employees then they also produce good performance and feel motivated as they feel themselves an important asset of organization. Many researchers have worked to investigate the effectiveness of reward on the motivation of employees. Pierce, Cameron, Bank and So (2003) researchers have arranged a research to get the exact idea that how extrinsic rewards given by the company creates an impact on employee’s motivation. They found that people who got rewards for their performance were motivated intrinsically and those who do not get rewards were not motivated at all.
Another study on the same topic was conducted by Writers (1992). He found that extrinsic rewards are important and they increase motivation. Dobra (2013) argued that empowerment and recognition are the factors that increase motivation of employee. Employees are motivated on getting empowerment and appreciation which results in good performance of employees. Organizations should try to give empowerment and appreciation to the employees so that they can perform well. Bartok and Martin (1998) studied that motivation is a powerful tool to get good performance from the employees.
Caligula (2010) argued that a motivated employee puts his efforts for the progress of organization. Sara et al. (2004) suggested that good salaries are the most important factor in motivating employees. Employees are also motivated through good leadership (Balloon, 2005). Working environment is also another important factor for employee motivation. If organization provides a good working environment to their employees then the Many Psychological theories also talks about motivation.
Most important theory is Mason’s need based theory (1954) that suggests that there are different levels of needs and on each level when need is fulfilled the person is motivated. The levels in the hierarchy of Moscow are physiological needs, safety needs, belongings needs, self-esteem needs and self-actualization needs. Alder (1972) suggested that there are three need levels, existence, relatedness and growth. He said that fulfillment of these needs makes a person motivated. Herbert (2003) further worked on Mason’s theory and modified it by saying that there are two areas of need that motivates employees.
Hygiene and motivators are two need areas. Hygiene’s are considered as motivators of low level which includes policy of a company, compensation plan, working environment and employee- employer relationship. The motivation has a high level in factors. These factors include achievement, responsibility, growth and advancement. If managers want to be effective and need progress in organization, then the manager should know the basics of motivation and the different ways to motivate the employees.
With the help of these they can be able to make different motivational strategies to keep their employees engaged in work and motivate them to work even better. RESEARCH METHODOLOGY Research methodology is process or way through which a research is being conducted. There are different types of methods for research. The method is being selected by the researcher according to the topic and feasibility to collect data as well. Success of a research is directly proportional to the methodology selected to conduct a research. Types of methodologies are given below: QUANTITATIVE METHOD
It mainly deals with the numerical data or empirical investigation by using statistical or mathematical tools of research. Main objective of quantitative method is to use mathematical models to get results. It is a large and random selected process. Collection of data can be done with the help of questionnaires, telephone conversation, mail, interview, experiment, and surveys. QUALITATIVE METHOD Qualitative research is about the strong knowing of a specific company or occasion, rather than surface information of a population having a large sample.
It further helps in getting information related to human groups in natural or social environment. Collection of data is totally different in qualitative method, because in are kept in consideration while collecting the data. Every emotions and behaviors of human should be recorded so that researcher may get the exact answer of respondent. Techniques mostly used in collecting the data are interviews, focus group, case studies, individual interview, objects and images.
It is the best approach in investigating the critical issues because researchers can apply both methods to get better results. Mixed method provides analysis of how the organizations maintain the motivation of their employees. For this purpose Burger King Company is being selected. Implementing or providing motivation to the employees is not an easy work, in the same way to do research on it a large amount of information is required. Research technique is known as a guideline to complete the research.
Research technique has several steps and they are given below: Research design and method. Sampling. Data collection. Data analysis. Outcome of research. In mixed method researcher uses both qualitative and quantitative method for eating more accurate result. The process of research will go through the given steps. Researcher will require the consent of the concerned authority as well as of participants that they are willing to participate in the research. SAMPLING Sampling is the process in which researcher finalize which will be the sample of the research, or who will be the participants.
Sampling is process or technique of suitable sample or information collection for research work. There are a lot of types of sampling like simple random selection, snowball sampling, convenient sampling, systematic sampling, quota sampling etc. In the present study simple random impaling technique is being used as it is the best way of sampling in which every individual has an equal chance of selection. With the help of it we can get data full of reliability but it needs more money to carry out the process. Data collection is the process in which information is being collected from the sample.
The Process of data collection starts when you decide your sample. It mainly deals with the preparation and collection of data from different pool of knowledge and sources. It is the major element for research work. Data should be collected from reliable sources and from those people who are willing to give information. Those who are not willing to provide information and forcefully do it then the data could be faked. Mainly there are two types of data: Primary data and Secondary data. PRIMARY DATA: It is a collection of data directly from the people in the field and known as first hand data.
This data is always fresh and reliable as well as it provides an accurate information needed to collect from the sample. This type of data collection needs a large amount of investment and time, researcher may use both methods to collect the data including qualitative and quantitative. It is a collection of data from books, Journals, newspaper, annual ports, and internet or through some other sources etc. And it is not first hand data. It can be archival data that is already present and you are using that.
This type of data collection is less expensive and less time consuming but mostly it does not gives accurate information needed for the research. In this research, primary data will be collected which will comprise of both qualitative and quantitative technique.

Burger king marketing & employee motivation strategy.

Business HL: Burger King

Business HL: Burger King.
Burger King’s global expansion plays a key role in the business’ hopes in overtaking McDonald’s prestigious position in the profitable fast-food world. Currently maintaining its spot as the second-largest global fast-food brand in the world, Burger King’s senior officials realize that they must effectively strategize their global marketing skills. As a global titan in the fast-food world, it is apparent that Burger King’s investment appraisal skills have paid off. Through this report, I will aim to answer the question: “Should Burger King open a franchise in Pakistan?”
The first portion of my report will be the research overlook. This will outline my entire report. I will include a rationale, theoretical framework, and methodology. These will briefly overview the basis of my report.
The second portion of my report will include my research findings, my analysis, and my calculations. SWOT and PEST will be amongst the analytical tools that will be shown. My research will be mainly secondary but I will show a hint of primary findings. My conclusion will answer my question from a financial and non-financial perspective.

The numerical values used in the “Calculations” and “Main Results and Findings” sections are estimates. The price obtained for the value of a 500 square meter plot in a commercial area was given by Pakistani real estate companies. The annual cash flow is a forecast based on the amount of cash McDonald’s generates annually in Pakistan and the average amount of cash a fast food restaurant generates per year.
Introduction
Burger King’s plethora of notorious legal issues has resulted in a loss of money and reputation. Although their cost cuts have resulted in higher earnings, their revenues continue to fall along with their share prices. In order to restore their reputation and higher their revenues, it is important for the brand to tackle international expansion opportunities, especially in
regions where their sphere of influence is low.
When deciding whether to open an international franchise, a number of financial and non-financial aspects must be taken into account. The political state, consumer preferences, and cultural distinctions in Pakistan must be considered. On top of this, it is important to assess the profitability and desirability of the expansion (i.e. Investment appraisal). Burger King is not very prominent in the East and so building their prominence in sub-continental Asia will be a milestone in their global influence.
This has therefore led me to research the following question: “Should Burger King open a franchise in Pakistan?” Research Question
“Should Burger open a franchise in Pakistan?”
Procedure/Method
My research was fully gained through secondary resources. Online sources were used to provide interviews with Burger King Officials, get financial statistics, and gather information on Burger King’s marketing strategies. My information was collected from online databases that specialize in marketing and financial monitoring. I obtained my balance sheets from these databases also. I discovered an interview in QSR Magazine. This interview was also used in my research and findings. Possible problems I could face are the biased in the interview I found and the reliability of my numbers (credibility of my sources). The research I obtained was very useful. I am fortunate to have found a large number of sources to choose from. My non-financial data is fully based on my research. I did not face any problems during this report.
If I could do this report again, I would explore more financial aspects of the issue being explored. This is because numerical research is more reliable than non-financial findings. Non-financial findings give room for bias. All in all, I feel like this was a successful report.
Analysis
SWOT Analysis
The estimated payback period is about six and a half years; this relatively low payback period. This is because the franchise will be profitable. The cost of labor in Pakistan is low due to the minimum wage laws in the country. Furthermore, there is a high rate on unemployment. Although the unemployment rates are decreasing, the amount of working-aged citizens that are unemployed is still high. Weaknesses presented by this appraisal include expensive land, expensive food products, power shortages, and political instability.
The political state of Pakistan is extremely volatile, especially this year. Elections are being held this year and so tensions amongst opposing supporters is high. Atop this, constant riots and protests shake the stability of the nation. A political unrest could result in vandalism and our destruction of property. The largely anti-American attitude in Pakistan is also a problem due to the fact that Burger King is an American fast-food chain. This problem can be potentially decreased however, with insurance and an extensive contingency plan. Moving on, the political state of Pakistan has resulted in a high price for fruits and vegetables. Vegetables are necessary in order for this business to strive.
In addition to a high cost for vegetables, the cost of 500 square meters of land is also relatively high ($350,000). This is not too large of an issue however. This is because the land will be bought and not rented. Thus, the cost of the land was included in the calculations for the payback period, which turned out to be low. Lastly, power shortages are abundant. Load shedding is very consistent. Thus, the cost of a generator must be taken into account. The threats presented by this investment have already been mentioned; safety, power shortages, and the year of elections). The opportunities presented by this investment are vast. First and foremost, this will be the first Burger King franchise in Pakistan.
As mentioned in my introduction, Burger King, unlike its completion (McDonald’s) lacks Asiatic franchises. The success of this franchise may lead to the commencing of more franchises around the region. The cheap labor makes it attractive and profitable. Furthermore, there will be a larger range of consumers. Because Burger King has a very limited amount of franchises present in sub-continental Asia, its menu is not fit to satisfy Pakistanis. New customers and new flavor preferences will likely result in the production of new food items. These may be popular on a global scale. In addition to new products, Burger King will strengthen its fan base.
PEST Analysis
External political factors have already been mentioned in the previous sub-section (SWOT Analysis). Civil unrest is extremely unpredictable due to the hostile state of the government and citizens. Unrest could potentially cause result in lasting, detrimental effects. Mediocre health and safety laws may also be an issue. Optimal hygiene factors influence the performance of the business’ employees. Also, it is vital to have optimal hygiene in order to attract customers. In addition to health and safety laws, minimum wage laws are also low. This is seen as a pro rather than a con as it ensures cheaper labor.
Economic issues are also abundant in Pakistan. The weak currency is one example. The rupee is constantly dropping and so exchange rates will be high. However, due to Pakistan’s Islamic form of banking, there is no interest. This is a convincing quality of the location. Moreover, economic growth in Pakistan is very mediocre. Moving on, pork/ham is illegal in Pakistan. Ham makes up much of the Burger King menu and so they must be willing to modify the menu in order for optimal effectiveness. Also, the culture in Pakistan is highly patriarchal.
Women are expected to stay home and cook. Families usually eat home cooked meals together, at home. This may be an issue as this can result in a smaller customer count. However, the Pakistani population is growing constantly and so there are many more children from newer generations. Teenagers are Burger King’s most loyal customers. Furthermore, there is a sense of anti-Americanism in Pakistan. This brings up many red flags. Burger King is an American fast-food chain and so boycott and/or vandalism must be taken into account when developing a contingency plan. This problem may not be such a big deal however. Pakistan is constantly modernizing.
Views on the United States and American corporations are becoming more supportive and/or indifferent. Poverty may be the largest obstacle. Pakistan has an extremely high rate of illiteracy and poverty. This can negatively affect the franchise as many citizens will be incapable of affording fast-food. Contrastingly, Burger King can host fundraisers and/or other charity events to benefit the poor. This is one way in which they can bring up their reputation as a global brand. Lastly, the cost of packaging is high.
Conclusion
According to the SWOT analysis, the opportunities presented by this investment are far greater than the threats and the weaknesses. Furthermore, the payback period presented by this investment is relatively low and a franchise in Pakistan could majorly impact Burger King’s global sphere of influence. Opening a franchise in Pakistan will also add more variety to their flavor and potentially better their reputation. Their balance sheets and income statements would not show significant changes and so they were not mentioned (because this would be 1 of 11,000 franchises).
In my opinion, opening a Burger King franchise in Pakistan is a swell idea. The opportunities and strengths outweigh the negatives. The franchise should open after elections to lessen the risk of political unrest.

Business HL: Burger King

Comparison of Burger King and Mc Donald’s Based on Their Asset Utilization

Comparison of Burger King and Mc Donald’s Based on Their Asset Utilization.
Asset Utilization at Burger King’s and McDonald’s
The competitive forces within the two fast food giants, Mc Donald’s and Burger King’s can better be analyzed by the policies they adopt from time to time to meet the bargaining powers of suppliers as was customers, threats from new entrant and substitutes. Both the fast food giants are utilizing their maximum assets during the last two years on planning process, implementing and controlling the operations of the supply with the sole principle of getting the ultimate satisfaction from the customers. Both Mc Donald’s and Burger King’s are spending millions of dollars on the efficient movement and storage of raw material, inventory, and activities involving outsourcing, procurement, and logistics management activities. (Kaushik & Cooper, 2000)
At McDonald’s the central policy of customer service procedures is to focus on quality of the service than the speed of the delivery of the product. Then it comes to asset utilization, they have been putting more and more on to raise the standard of the product and on inventory. (Songini, 2002) McDonald’s prime focus is on of the differentiation of its products and services from that of the Burger King’s. They have been adopting new methods and techniques to make this difference felt by wholesome foods, and introducing new products.

Read also Burger King on Net Neutrality
On the other hand, Burger King’s goals have been adapting a different pattern of asset utilization. As in conformation to their policies they are adamant to deliver fast and keep on individualizing each customer’s order. Their strategy has been very much ever since its inception provide with customers with multi choices and do it quickly. (Songini, 2002), It is understandable because many of the customers prefer quick delivery than quality of the product.
References
Kaushik K.D., & Cooper, M. (2000). Industrial Marketing Management. Volume29, Issue 1 ,
January 2000, Pages 65-83
Rolf G. Poluha, (2006), Application of the SCOR Model in Supply Chain Management.
Youngstown, NY.
Songini, M. L. (2002), ‘Burger King Upgrades to mySAP.com’, Computerworld,
Retrieved: from www.computerworld.com

Comparison of Burger King and Mc Donald’s Based on Their Asset Utilization

Swot of Burger King

Swot of Burger King.
Burger King is the world’s second-largest chain as measured by the total number or restaurants and system-wide sales. _ Greater franchise mix a result of its higher franchise mix, the company is able to grow with minimal capital expenditure and is assured of regular income in the form of fees and royalties Strong financial performance
*Revenues and income have consistently grown providing a platform for future growth _ Global brand equity Weakness: Market concentration
*Though the company operation in 65 countries, its operations are heavily concentrated in the US and Canada.

About 65% of its restaurants are located in the US and Canada. _ Scattered marketing campaign
*Fail to efficiently promote products, because they are to busy trying to promote “The King” character. _ Declining market share Slowed revenue and income growth Opportunities: New products development
*Burger King value menu featuring six items at less than $1, breakfast sandwiches, specialty burgers. New opportunities in growing economies
*India, China, Singapore, Malaysia and Vietnam Positive outlook for restaurant industry in the US
*The year 2009 would mark the 18th consecutive year of sales growth in stature industry
*Well positioned companies will benefit from growing food service sector _ Reduce cost of entry for Burger King franchise _ Expand in Asia market Reduce underperforming outlets.
Read also Burger King on Net Neutrality

Swot of Burger King

Burger King Incorporation

Burger King Incorporation.
This is the second leading fast-food chain in the United States; it mainly concentrates on the use of restaurants in which the company has franchises more than 10400 restaurants that are all over in about 71 countries worldwide (Glenn, 1995, p C2). This was established the two Miami entrepreneurs back in 1954 and later sold it to the Pillsbury in the year 1967. Today, its head offices are situated in Miami, Florida.

By the year 2008, the company had around 41,000 people as their employees. With the demographic forces, the company has extended its wings to many countries all over the world.

With this, they have managed to serve over 15. 7 million customers, of which have ended up submitting them to some of the forces (Louise, 1996, pg 14). This is because, different people tend to perceive things differently, and thus, they have been forced to come up with ways in which they can satisfy all the clients in the company. This mainly concerns with the type of materials that they use to come up with their product, and the way they label the product to attract the market at a given locality.
As regards the many franchises within the company, the franchisee began to collide with each other. This led to the deterioration of their relationship which in the long run resulted in the falling sales within the company. This was the major economic force that the company faced in the year 2001 till they were forced to sell the company to a group of investors in late 2002. The company faces competition forces mainly from McDonald’s Corporation who is their principal competitor in the market (Brymer, 2000, pg 22).
This company has managed to outdo the Burger King because of their ability to be able to serve around 15 million customers daily, this has also been as the regard to the fact that the company has more restaurant outlet compared to that of the Burger King, while Burger has 10,400 restaurants worldwide, the McDonalds Corporation has 31,000 restaurants worldwide. This has given them the advantage to reach more clients than the Burger King.
Reference
Brymer, R. A. & Hashimoto, K. (2000) Hospitality & Tourism: An Introduction to the Industry pp 20-24 United States: Kendall/Hunt Publishing Compan

Burger King Incorporation

Burger king: SWOT analysis

Burger king: SWOT analysis.

SWOT Analysis Overview
Strengths:

• Strong market position
-BKC is the worlds second-largest FFHR chain as measured by the total number of restaurants and system-wide sales.
• Greater franchise mix
-As a result of its higher franchise mix, the company is able to grow with minimal capital expenditure and is assured of regular income in the form of fees and royalties.
• Robust financial performance
-Revenues and Income have consistently grown providing a platform for Global Brand Equity.
Weaknesses:
• Market concentration
-Though the company operates in 65 countries, its operations are heavily concentrated in the US and Canada. About 65% of its restaurants are located in the US and Canada
-Concentration of operations in one geographic area increases companys exposure to local factors such as adverse economic situation, labor strikes and changes in regulations that can affect its operations.
• Scattered Marketing Campaign
-Fail to efficiently promote products, because they are too busy trying to promote “The King” character .
• Declining market share
• Slowed revenue and income growth Have it your way
Opportunities:
• New products development
-BK value menu featuring six items at less than $1, breakfast sandwiches, and specialty burgers.
• New opportunities in growing economies -India, China, Singapore, and Malaysia
• Positive outlook for the restaurant industry in the US -The year 2009, would mark the 18th consecutive year of sales growth in the restaurant industry.
-Well-positioned companies will benefit from growing foodservice sector
• Reduce cost of entry for BK franchise
• Expand in Asia market
• Reduce underperforming outlets Have it your way
Threats:
• Intense competition
-The companys competition in the broadest perspective includes restaurants, quick service eating establishments, pizza parlors, coffee shops, street vendors, Expiry of Franchise Agreements?convenience food stores, delicatessens and supermarkets.
-Of the 409 agreements that expired in fiscal 2006, only 47% were renewed and 28% were extended for similar periods.
• Acrylamide in French fries -Acrylamide has been shown to cause cancer in some studies in experimental animals although further studies are underway to better understand the significance of these results in relation to human health.
• Mature industry Have it your way
Strengths
*Location advantage of headquarter
*Past experiences in Colombia, Brazil and successfully established comprising Russia market.
*Leading in flame broiled fast food.
*Allocation of local sources.
*75 Worldwide locations
*Whooper sandwich
* Opening of new branch in Barbados
*Recognizable brand name
*Ang kanilang tarugo
Weaknesses
*Heavily concentrated in the US: about 65% of operations
*Not enough corporately owned stores means it relies heavily on franchisees to execute its brand promise
*Often changing ownership.
*Adequate suppliers in the small markets as a result of later expanding after its rival McDonalds.
* BurgerKing is not McDonalds RATS
*Burgers taste like SWEAT
Opportunities
*New product development, particularly around breakfast.
*Consideration of the products for India market. Veteran products.
*Keep building its brand through ad campaign, such as the Whopper Virgin’s
*Expanding Business in developing market such as India, Russia, Brazil
*Youth population in some markets.
*Public financing, company has gone public
*To get some chicks.
Threats
*Changing consumer habits towards healthier food choices
*Away-from home consumption declines in the US due to tougher consumer environment
*Intense competition from McDonald’s, other restaurants and even retailers
*Increasing labor costs putting pressure on bottom line margins
*Burger King faces threat from other major burger fast food restaurant such as McDonald%u2019s and Wendy%u2019s.
SWOT Analysis– Burger King
Strengths
1. Second largest fast food hamburger restaurant (FFHR) in the world
2. Strong brand equity
3. Growth model not capital intensive: 90% of its restaurants are owned by franchisees
4. Strong financial performance
Weaknesses
1. Heavily concentrated in the US: about 63% of operations
2. Not enough corporately owned stores means it relies heavily on franchisees to execute its brand promise
Opportunities
1. New product development, particularly around breakfast
2. Keep building its brand through ad campaign, such as the Whopper
Virgin’s
3. Expansion into emerging markets
Threats
1. Changing consumer habits towards healthier food choices
2. Away-from home consumption declines in the US due to tougher consumer environment
3. Intense competition from McDonald’s, other restaurants and even retailers
4. Increasing labour costs putting pressure on bottom line margins
Burger King SWOT Analysis
Strength:
Burger King serves a lot of burgers that is typically not available in other fast food restaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped with mushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty and others. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire. Burger King also serve varieties of side dishes in their restaurants such as mozzarella sticks, apple pie, Hershey’s pie and others.
Weakness:
Burger King does not advertise their products like their competitors do. Muslims who are not familiar with Burger King would hesitate to try out their burgers as they are not sure whether it is halal or not. Burger King also could not produce more sales than McDonald’s because of lack marketing strategy which would place them in a disadvantage spot in areas dominated by McDonald’s.
Opportunity:
Burger King could improve their sales by producing more advertisements on their products. They could also open new branches in major city all around the worlds and some rural areas. Some of the state in Malaysia doesn’t have Burger King in their city so, Burger King could try and open new outlet which will greatly improved their sales.
Threat:
Burger King faces threat from other major burger fast food restaurant such as McDonald’s and Wendy’s. McDonald’s produced the highest percentage sales among the three which is a threat for Burger King. The cost to produce the burger during inflation and lack of sales puts Burger King in a tough spot and other burger fast food restaurant could take advantage to advertise new product and hence raising their sales
Strengths
Geographic Diversification
Burger King has over 11,500 fast food restaurants located in over 70 countries. 7,207 of its restaurants are located in the United States (62%)
and another 4,358 are established in international locations (389%) such as Asia, the Middle East, Africa and Canada.
Established Market Share
Among Fast Food restaurant chains, Burger King is second only to McDonalds and holds a 15% share of the United States market. The company’s profitability has also increased in recent years. In the period 2006-08, its operating profit has increased from $170 million in FY2006 to $354 million in FY2008.
Globally Recognized Brand
Burger King is able to boast a brand that is widely recognized thanks to its flagship slogan “have it your way”, the whopper sandwich and most recently enhanced by its mascot known as “the King”. The company was recently ranked 7th in brand awareness.
Superior Growth Plan
Approximately 90% of Burger King Restaurants are owned and operated by independent franchisees, many of them family-owned units that have been in business for decades. The company is able to grow while minimizing large capital expenditure, meanwhile it collects fees and royalties from each franchise added.
Weaknesses
Vulnerability to Labor and Regulatory Influences
Although the company operates in many international venues, the majority of restaurants are in the United States. This concentration of operations in one geographic area increases company’s exposure to local factors such as labor strikes and the influence of regulatory changes.
Reliance on so-called “Super Customers”
There is some indication that Burger King may have been slow to transition to leaner and healthier restaurant fare in favor of pleasing its long term customers who are fans of the big larger portion sandwiches.
Opportunities
New Breakfast Food Initiative
Burger King is seeking to overhaul its breakfast menu and will add Starbucks Corp.’s Seattle’s Best Coffee to all its U.S. restaurants. It has introduced earlier restaurant opening times in its United Kingdom locations.
New Healthier Menu Items
Burger King sponsoring its biggest new product launch in years by introducing the Tendercrisp, Premium Chicken Burger and accompanying the launch with a marketing campaign called “cheat on beef”.
National Urban Community Marketing Initiative
Burger King is seeking to strengthen its standing in the African American Community through its new “next best move” promotion which includes a well publicized tour of 41 urban communities across the country.
Brand Licensing Project
Burger King has entered into a licensing arrangement (brokered by Broad Street Licensing Group) to further increase the company’s’ brand awareness and broaden the presence of the iconic “King” character, various licensees of Burger King Corp. will soon launch a line of branded T-shirts, and also an exclusive collection of sleepware and lounge ware.
Threats
Unrest among Franchisees
Burger Kings’ new dollar cheese burger initiative and loss leader strategy has upset some of its franchise owners who feel the pricing violates the franchise agreement. The dispute spurred the National Franchisee Association to file a lawsuit against the company. In 2009 Franchisees voted twice against the new promotions. The company reportedly has dropped the $1 burger promotion, but there may be bad feelings lingering for a while.
The Slow Recovering Economy
The challenging global economy continues to hamper the company’s financial strength (ranked 238th among its peers). Burger King posted weaker-than-expected quarterly results in the last half of 2009, and missed stock analysts’ expectations. The decline was driven in part by continued adverse macroeconomic conditions, including record levels of unemployed.
Changing Consumer Eating Habits
Burger King’s same-store sales in the U.S. and Canada declined 4.6% in the
three months ended Sept. 30, 2009. People 18 to 34 cut their consumption of fast-food meals from November 2006 to November 2009 according to the market-research firm NPD Group. The combination of the economy and better health information has influenced people to eat at home and to opt for leaner lower calorie foods.
More . . . STRENGTHS
1.Strong market position.
a. BKC is the world’s second-largest Fast Food Hamburger Restaurant (FFHR)chain as measured by the total number of restaurants and system-wide sales.The company’s specialty is burgers and fries which it sells through over 12,150flagship fast-food restaurants. The company leverages its strong market positionto gain economies of scale and increase its bargaining power.
b. BK has more than 12,150 restaurants in all 50 states and in 76 countries and U.S. territories worldwide.
Burger King’s target audience is males, aged 18 to 35 who eat fast-food 9 to 16 times per month. While they are just 18% of Burger King’s customers, they account for about half of all visits to the stores.
From the Market Facts Summary we know Burger Kings segments include:
• Segment one: Tweens who keep up with the latest fashion and music trends for their age group.
• Segment two: Blue collar workers who live very busy lifestyles, balancing children and possibly more than one job. They look for quick and convenient meals in their hectic lives.
• Segment three: Lower and middle class families with children.
• Segment four: Young adults busy with school and work, such as college students.
• Segment five: Individuals who have a passion for fast food.
Burger King refers to these individuals as “SuperFans”, “an audience with an unapologetic love of fast food. They are defined by the way they seek convenience, their desire for value and the frequency with
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Burger king: SWOT analysis