Burger King Essay Samples

Burger king is a global fast food chain that began in 1953. Burger King began as a restaurant based in Jacksonville and Florida. The restaurant ran into financial crisis that led to its sale to Miami based franchises who bought it and gave it the name Burger King. The two franchises were James McLamore and David Edgerton. The company has changed hands in for the past half a century and lately 3G capita of Brazil has acquired majority shares in Burger King and have restructured the company to realize more profits. Burger King operates more than 12000 restaurants across the United States and 74 other countries. The business has managed to franchise all its operations and deals with fast food hamburger restaurants. Other products that the restaurant deals with include sandwiches, chicken, soft drinks and French fries. Hamburger sandwiches remain the restaurant favorite. The history of the company has enabled it to develop cost efficient restaurant where customers can afford fast food meals. The business generates its revenues from the franchise revenues and retail sales from the company restaurants. The franchising of the restaurant enables the business to have a strategic advantage because it enables the business to serve many of its customers spread across the world. It also enables the business to have the ability to raise the capital it requires to fund the franchises.
The company enjoys the loyalty from its customers because of the brand it has established for itself. It has a large market share that allows it to have operational efficiency. The franchising enables the business to have operational efficiency that allows the company to open more branches across the globe. The company has established a string brand in the market that allows its customers to choose from a wide selection of products. Their menu gives the customers innovative products. All these factors favor Burger King and allow it to have customer loyalty. The external environment favors Burger King because people move from other types of food and use fast food. The company needs to ensure that it opens more fast food chains to ensure it meets the demand of its customers. It also needs to ensure that it continues to offer quality fast food at affordable prices. Quality and affordability of the products will allow Burger King to continue being one of the best fast food chains in the world. The weakness of the company over the years is attributed to the poor marketing campaigns. The weaker marketing campaigns pose as a challenge to Burger King because it makes it not to have communication with its customers. The heavy reliability on franchise is also a major weakness for the company because each of the franchise will try to promote and sell their products to get customer loyalty. Burger King needs to consider making its stores to become corporate owned.
The opportunities that Burger King has are its expansion strategy to develop a breakfast café in all their chains. It will enable the business to match its competitors. The major competitors of Burger King include McCafe of McDonalds and Wendy’s Restaurant. The competition between the companies leads to price wars that will make Burger King to spend money in promoting its products. Consumers might change their attitude and behavior in eating healthier food.
Burger King continues to offer fast food to its customers across the world despite the challenges that pose risks to the business. The risks include the limited control over the franchises and the company has limited ability to facilitate change in ownership. The success of the company depends on franchises for it to open new restaurants.