Burger King: Selling Whoppers in Japan Essay

Burger King: Selling Whoppers in Japan Essay

Length: 1384 words (4 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

This particular case is about the implementation of the popular fast-food chain, Burger King, into the Japanese market. Despite its’ strong market position in other countries, Burger King has some difficulties to face within the Japanese market. In this report, my team and I will analyze Burger King’s current situation and problems and suggest alternatives.
The situation at hand is Burger King’s downfalls within the competitive Japanese market. Burger King faces tremendous competition. McDonald’s controls half of the entire fast-food market in Japan having 2,000 outlets and generating $2.5 billion in sales. KFC has 1,040 stores making it number two in the fast-food market. The most effective way to analyze Burger King’s situation is through the SWOT analysis method.
One of Burger King’s most important strengths is its strong market position. It is the second largest fast food chain in the world, trailing McDonald’s. There are 11,550 stores in 71 different countries. Its geographic diversification is a competitive advantage. Burger King’s slogan, “HAVE IT YOUR WAY,” and its’ famous “WHOPPER” brand are very recognized by all consumers. These two campaigns were created in the 70s and have stuck around ever since. Talking some numbers, between 2006 and 2008, the chain’s profitability increased from $170 million to $354 million. In 2010, $2.5 billion was expected to be made and Burger King was able to reach just those projections.
Another strength is Burger King’s franchise development having 90% of its restaurants franchised. The franchise concept allowed the company to grow with minimal capital expenditure and receive royalties and fees. Burger King went above and beyond and created a new model of its restaurant to attract mo...


... middle of paper ...


...to appeal to that specific age range since it is limited in this country.
Now that we know what the problem is, we are able to examine various options to fix the problem. The first and foremost approach Burger King can engage in is differentiation. They need to bring variety to their menu and include a plethora of healthy options. Obesity is rapidly growing especially within the United States, as well as, the amount of fast food chains. Burger King can set themselves aside from other chains by providing those healthy, yet delicious menu choices. For example, Burger King can introduce a children’s meal that provides a choice of fruit as their side and a healthy drink such as apple, orange, or pineapple juice. This would be appeal to parents of young children, especially when parents are in a big rush and look to fast-food restaurants for quick food fix.





Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Commercial Ad : Burger King Essay

- Commercial Ad Burger King was founded in 1954 by James McLamore and David Edgerton. In 1954, McLamore and Edgerton decided to open the first Burger King in the beautiful Miami, Fl. In 1957, “The Whopper” sandwich was introduced and became an instant success, leading the two founders to develop “Burger King, Home of the Whopper” campaign in 1958. With the opening of two restaurants in Puerto Rico in 1963, the founders acquired national and international franchising rights for the Burger King brand in 1961....   [tags: Burger King, Hamburger, Fast food, Whopper]

Strong Essays
787 words (2.2 pages)

Essay on Commercial Ad : Burger King

- Commercial Ad Burger King was founded in 1954 by James McLamore and David Edgerton. In 1954, McLamore and Edgerton decided to open the first Burger King in the beautiful Miami, Fl. In 1957, “The Whopper” sandwich was introduced and became an instant success, leading the two founders to develop “Burger King, Home Of The Whopper” campaign in 1958. With the opening of two restaurants in Puerto Rico in 1963, the founders acquired national and international franchising rights for the Burger King brand in 1961....   [tags: Burger King, Hamburger, Fast food, Whopper]

Strong Essays
736 words (2.1 pages)

Essay on Mcdonald 's And Burger King

- McDonald’s and Burger King is one of the growing fast food organizations in the United State, and around the world. The two fast food is well known for it’ success because of the taste in burgers, fries, and other beverages. These two companies came from nothing to something. They work hard to make sure people enjoy the food, have good customer’s services, enough employees, strong committed managers, investors, and a well-organized team for the production of the company. Both companies have just the right amount to fill you up....   [tags: McDonald's, Hamburger, Burger King]

Strong Essays
1363 words (3.9 pages)

Burger King's SWOT Analysis Essay

- Planning is interpreted as the setting of goals and deciding how to achieve them. It also means dealing with uncertainty by formulating future courses of action to achieve specified results. The focus of this paper will be on Burger King, which is the second largest fast food restaurant chain in the US. Burger King Corporation was founded by James McLamore and David Edgerton in 1954 in Miami, Florida. Burger king is known for serving a high-quality, great-tasting, and affordable food. The purpose of each organization is to achieve its goals....   [tags: Burger King, Setting Goals]

Strong Essays
2082 words (5.9 pages)

Essay on The Burger King 's Advertisement

- 1) Claim: This is a Burger King advertisement that ran in Singapore in 2010. This argument is attempting to state the claim that eating this sandwich from Burger King will be very tasty. This ad is using a combination of visual aids and words to help reinforce a feeling of sexual innuendo, the Burger King Corporation wants to provoke from their audience. The Burger King Company created this sandwich ad to be very sexual. This advertisement company is using their visual aids to show a wide eyed woman wearing bright red lip stick, her mouth is wide open with a male anatomy shaped sub sandwich right in front of her open mouth....   [tags: Burger King, Hamburger, Sexual intercourse]

Strong Essays
998 words (2.9 pages)

Essay about Executive Summary : Burger King

- Q.1 Executive summary Burger king was opened in 1953 in United States. Burger king is comes after MC Donald’s in burger food market in the world. Burger king was struggling under-investment by the early 2000s. Even customers agree that burger king’s meals are better than Mc Donald’s but they doesn’t have good perception making the aggressive marketing and administrative power of their major by circumstantial. This was released in 2002, Diageo the first grade in spirit drinks and wine, which purchased it in 1997, after an alliance with Guinness....   [tags: Hamburger, Burger King, United States, McDonald's]

Strong Essays
717 words (2 pages)

Swot Analysis Of Mcdonald's Vs. Burger King Essay

- The McDonald brothers' first restaurant, founded in 1937 in a parking lot just east of Pasadena, Calif., didn't serve hamburgers. It had no playground and no Happy Meals. The most popular item on the menu was the hot dog, and most people ate it sitting on an outdoor stool or in their cherished new autos while being served by teenage carhops. That model was a smashing success--for about a decade. Then America's tastes began to change, and the Golden Arches changed with them. As cars lost some of their romance, indoor restaurants took over....   [tags: McDonalds Business Compare Burger King]

Strong Essays
1362 words (3.9 pages)

Eating A Healthy Apple Or A Fattening Cheese Burger Essay

- The advertisement determines a choice of eating a healthy apple or a fattening cheese burger. This ad relies on the pros and cons of eating healthy or not by depicting the food choice a concern of their weight. In doing so, the ad is able to show how food choices turns humans weight into being healthy or obese. The man in the left seems very healthy. On his hand, there is a delicious apple which is good source of Vitamin C. The man on the right is the complete opposite and seems very unhealthy. He is holding a cheeseburger, that just by first glance looks very disgusting....   [tags: Nutrition, Hamburger, Burger King]

Strong Essays
1045 words (3 pages)

Essay about Analysis Of The Article ' The Windows 7 Whopper '

- Building in Ulsan, South Korea When this McDonald’s was first built, fast food wasn’t a very common thing in South Korea in 2010 when this building was first constructed. It’s safe to say that this unique design was meant to draw in customers with its sweeping, neon wings at the top this McDonald 's is bound to pique anyone’s interest. It’s not really made clear if the ploy actually worked but this McDonald’s still takes one of the top spots in world’s coolest McDonalds. Windows 7 Whopper Each country has its own menu of unique food items that appeal to their country and sometimes, the items will make you jealous that you don’t live there but this isn’t one of these times....   [tags: Hamburger, Fast food, McDonald's, Burger King]

Strong Essays
1490 words (4.3 pages)

Essay about Burger King Marketing Analysis

- Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share....   [tags: Marketing ]

Strong Essays
1062 words (3 pages)