BUSINESS COMMUNICATION

Business Communication



Business Communication

Trouble-Shooting Report

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.  Burger King's communication objective for its target audience is to increase

market share, sales, and consumer segment. Another communication objective for

Burger King is to keep it quality high. (Cordal 2010: 12)

Burger King's focus on the “super fan” does risk alienating other customers. They

have reported a decline in sales in the past two quarters, which may be due to the

change in American healthier eating habits (McDonalds). Its main rival, McDonalds has

seen a increase in sales in the previous quarters, which may be due to their change in

menu that offers a much healthier variety. I think Burger King needs to target more than

just the young male, because they may have a wife, children, or friend who would

rather have a healthier menu to choose from.

The viral elements and commercials of Burger King's campaign work well

together. Both the website and the commercials send the message that you can get

your chicken anyway you like it. The additional media Crispin should add to the

campaign should be geared toward children. They could offer cool new toys in the kids

meal.

Burger King is the world's largest flame broiled fast food restaurant chain. As of 2011, Burger King operates restaurants in 12,300 locations serving over 11 million guests daily in 76 countries and territories worldwide. Burger King's core competency is its unique flame-broiled burgers. This process is difficult to imitate and helps differentiates Burger King from other fast food chains that fry their burgers instead. So much so in fact, no other fast food provider flame broils their burgers. In addition, Burger King allows and encourages consumers to customize the unique flame-broiled burgers with options to their liking. This creates a win-win situation for both Burger King and the consumer. Burger King has the benefit of offering a different product and the consumer benefits by having numerous burger options. Although Burger King has expanded its menu selections, they have remained true to their original flame-broiled burgers. This product gives them an advantage over other fast food chains. Facing intense competition and limited growth opportunities domestically, Burger King hopes strengthen their competitive stance through international expansion. (Sharon 2010: 9)

By mid 2009, Burger King was not in any of the following countries: France, India, Nigeria, Pakistan and South Africa. Compare these countries as possible future locations for Burger King.

In looking for new countries to enter, Burger King needs to identify countries that fit its ideal demographic profile. Ideally Burger King would expand in areas that fit its ideal demographic profile. They need to find countries with higher populations (preferably youth) and concentrations of urban ...