SWOT Case Study - Burger King

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.

by Mkt Teachers