International Management
Executive Summary
This report is aimed to analyze the international marketing situation of the most famous fast food restaurant -- Burger King, which based on the marketing research result. The analysis will based on following parts：the internationalization of Burger King, foreign market segmentation and targeting, the environmental analysis, the international marketing objectives, the foreign market entry strategy, the products/service mix preparation, and finally give a conclusion of this report to sum up. The target markets use in this report will at United Kingdom mainly, Australia and India.
SWOT analysis approach and marketing mix approach will be used in the report to support the results of the research. A market research survey will also be designed and completed. The market research survey will be designed in 10 multiple questions based on the market situation of Burger King in UK.
After the analysis of every parts of the report, some recommendations will be raised based on the analysis results. This report will be shown that the Burger King in UK market has a very good reputation, however the propaganda strength is not enough by contrast with the other fast food brand such as McDonald’s and KFC. And the most important recommendation in this report by analysis the foreign market entry strategy is that we suggest that Burger King can adopt wholly owned subsidiary mode to expand its business in UK in the future years.
Introduction
Burger King, also be known as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. Mainly selling hamburger, french fries, soft drinks, milk shake and desserts. According to Wikipedia, the company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain.While BK began its foray into locations outside of the continental United States in 1963 with a store in San Juan, Puerto Rico, it did not have an international
This report is aimed to analyze the international marketing situation of the most famous fast food restaurant -- Burger King, which based on the marketing research result. The analysis will based on following parts：the internationalization of Burger King, foreign market segmentation and targeting, the environmental analysis, the international marketing objectives, the foreign market entry strategy, the products/service mix preparation, and finally give a conclusion of this report to sum up. The target markets use in this report will at United Kingdom mainly, Australia and India.
SWOT analysis approach and marketing mix approach will be used in the report to support the results of the research. A market research survey will also be designed and completed. The market research survey will be designed in 10 multiple questions based on the market situation of Burger King in UK.
After the analysis of every parts of the report, some recommendations will be raised based on the analysis results. This report will be shown that the Burger King in UK market has a very good reputation, however the propaganda strength is not enough by contrast with the other fast food brand such as McDonald’s and KFC. And the most important recommendation in this report by analysis the foreign market entry strategy is that we suggest that Burger King can adopt wholly owned subsidiary mode to expand its business in UK in the future years.
Introduction
Burger King, also be known as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. Mainly selling hamburger, french fries, soft drinks, milk shake and desserts. According to Wikipedia, the company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain.While BK began its foray into locations outside of the continental United States in 1963 with a store in San Juan, Puerto Rico, it did not have an international