Burger King was established in 1954 in Miami, Florida, by James McLamore and David Edgerton. They were among the pioneers of fast food. The Whopper , launched in 1957, was an instant success, and is today the emblem of the brand. Burger King quickly distinguished itself by its unique taste and formula, which allows the buyer to order the burger according to his own preferences. Soon, the founders saw beyond their borders, and thought about installing restaurants abroad, including in Canada, which would become one of the main opportunities for the company. The first Hamburger with soy was launched in this new country. Furthermore BK, tested new concepts in this country, and launched a new design, that of the playground.
In 1963 the first franchised restaurant opened its doors in Puerto Rico and in 1969 in Windsor, Ontario. The Whopper then made its appearance in Canada. The brand was sold in 1989, to the British group Grand Metropolitan. The chain owned up to thirty-nine restaurants in France, mostly Paris and the surrounding region (sixteen institutions), but is also present in the Southwest. Of these sixteen restaurants were owned by the company and twenty-three were part of a network of franchisees. The French restaurants were deemed too unprofitable, and thus closed. The management indicated that the gap between Burger King and its competitors was too large to expect a quick recovery. The group decided to refocus on its European business in England, Germany and Spain. In 2002 Texas Pacific, Bain Capital LLC and Goldman Sachs Capital bought three quarters of the shares for $ 1.5 billion.
The mascot of Burger King is called the King. It is represented as a bearded king wearing royal robes, and a crown. It appears mostly in TV commercials in the United States. The slogan of the brand is "Have it your way". Since 2003, the role has been played by an actor wearing a plastic mask with a joyful expression. It gained notoriety in the popular American culture because many viewers found the appearance grotesque and frightening. In 2005, the brand decided to tackle the Chinese market by launching a restaurant in Shanghai.
The group's current strategy is to address the emerging cities. According to this strategy, we will now focus on entering a new emerging city, Johannesburg, in South Africa. This city can be considered as an emerging one, because of the football World Cup that is scheduled to take place in South Africa. It involves the entire country, and contributes to its development through the massive investments that had been made. We will present an outline of a marketing strategy on the assumption that I will be the entrepreneur who will be the franchise of Burger King in South Africa.
[...] Customer analysis To assess the potential customers of Burger King in South Africa, we will take information from the Euromonitor[10], which has conducted many surveys and analyses about the market. In South Africa, more and more women are working nowadays, and it is thus harder for them to prepare meals and lunches for all the family. This presents an opportunity for BK to target families, as well as singles. Fast foods are always attractive in terms of price and quality. [...]
[...] In addition we plan to hire hostesses that weekend who will distribute flyers of Burger King, who will also distribute small gadgets with the image of the brand. In addition, we intend to contact local and national media, and have them talk about the location of Burger King in South Africa. This can create a scarcity effect, as it will be the first and only Burger King in South Africa at that moment. We are confident that many people living in the area or just passing through will the approach us to try our products. [...]
[...] The first Burger King is located in Johannesburg in the South African market, and we know that management will closely scrutinize our results. According to our estimates, this test should reflect a shop running smoothly, and thus lead to the announcing of the opening of other Burger King franchises in other cities, within 3 years. Given our expertise and our finances, we will be ready to open additional franchises in South Africa by 2010 and become the privileged interlocutor of Burger King in South Africa. [...]
[...] Burger King has also predicted the opening over 350 new restaurants in 2010, according to Les Echos. b. What are the marketing objectives? As a global company, BK has many objectives, but the first one is to be as known all over the world by offering good quality products, at an affordable price, with original distribution and promotion. With respect to quality, BK is doing well with suppliers, because they try to get the best product at the lowest price. [...]
[...] Cost of campaign: 60 bus shelter posters / week: 4000 60 posters: 400 Hostess / day: 120 Stickers, Gadgets: 1000 Estimated cost of the campaign launch: 9000 Estimated cost of promotion in a year: 30000 Promotional medium term: With the increase of our revenues, we will be able to increase the communication budget to counter our competitors, and show the consumers that the South African Burger King is an alternative to other fast foods. The communication budget will thus increase by 5000, reaching The FIFA[14] world cup 2010 in South Africa: As said before, the FIFA world cup will take place in summer in South Africa, which is a huge opportunity for us to advertise. [...]
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