Burger King is a long-standing icon in the fast food market. Burger King has struggled in the early 1990’s and has gone through management executive management changes. They have seemed to found some stability with the latest CEO, Greg Brenneman as he is an energetic and driven leader for the once dominate fast food chain.
Throughout my analysis, I will identify key strengths, weakness, opportunities, and threats as well as identifying key correlations among the SWOT analysis. I will also attempt to identify what corporate strategy Burger King should implement to maximize growth as compared to their current strategy.
Of the many strengths at Burger King, one of their main strengths is their brand recognition. The Burger King logo is identified practically worldwide and especially in America. Burger King has an easy time reaching its target market as everyone knows what Burger King is and what they have to offer. Burger King customers are usually brand loyal and have a preference to their product offers as opposed to competitor’s products.
Upon reviewing this case, it seems that Burger King itself has created a weakness by marketing to teenage males. This strategy narrows the advertising focus and does not reach out to other segments of the market such as women or older male customers. This will eventually limit the customers exposed to Burger King marketing and will drive down the volume of Burger King patrons. The case states that have been up since this marketing campaign has begun, I believe that further analysis into external factors affecting Burger King can be found to explain this increase in sales.
Looking into Burger King’s opportunities, we can see that their current opportunities exist in the expansion of stores in international markets. This opportunity allows Burger King to expand its business into regions that are rather deficient in the fast food market. In addition, Burger King...