Market Entry plan

Market Entry plan

Contents

Introduction to burger king4

Executive Summary4

Application of trade theories5

Comparative advantage5

Nation level analysis5

Customer preferences and trends5

Highlights6

The crave for French cuisine6

Firm-level analysis7

Company analysis7

Goals and objectives7

Brand positioning8

Marketing strategy8

Performance9

Product line9

Competitor analysis9

Mc Donald's9

Subway9

Wendy's10

Customer analysis10

Global sourcing; Production and Logistics10

Strategic sourcing10

Market entry strategies for Burger King11

Franchising12

Strategic alliances12

Greenfield site12

Recommendation12

References14

Market Entry plan

Introduction to burger king

The burger king, often pronounced as 'BK' is a chain of fast food spread across developed, as well as, developing countries, with around 12000 outlets. It mainly deals in burgers, hamburgers, milk shakes, ice creams, fries, sodas and other fast food products. Its headquarters are located in Florida. Burger King initiated its operation in the year, 1954 and reported perpetual growth and expansion. It is currently located in around 73 countries, whereas, 66% of the revenue is generated from the United states alone. The company strongly believes into product development and market development, as well as, product quality and customer centric approach (Anon, 2012, pp. 1-5).

Executive Summary

The paper studies French market of fast food, and presents analysis of the firm, as well as, external environment and French market. French Market is comparatively better for expansion, rather than other countries due to inherent factors and no other competitor in solely selling sandwiches. The market is doubling every year, and therefore, posts a huge opportunity for burger king. People in the French market are looking forward to fast food that combines taste and nutrition. The unique feature of customization will create differentiation for French consumers, and let them design their burger their own way. The French market has a higher tendency for ambience and interior of the restaurant. They also look forward to fast food chains who offer delivery facility. The features mentioned for burger king are parallel to the needs and demands of French market.

It is extremely feasible for burger king to expand in France with its differentiated products. However, it has to assure effective marketing communication, as well as, the accommodation of French ingredients as a priority for product. It has to build the positioning strategy around healthy menu, as well as, nutritional content of burgers and other items on its menu. The market entering strategies are franchising, strategic alliance and green field.

Application of trade theories

Comparative advantage

The theory of comparative advantage is highly applicable in case of French market, French market has more potential for fast food, as well as, it comprises of health conscious customers, that is, people look for healthy content and nutritional value in fast food items. The market has no other business that sells 'flame-grilled hamburgers'. Besides, burger king is the most highly acclaimed brand of sandwiches, whereas, in French markets of fast food, Sandwich is the king. The market has a recent trend that shows high tendency towards healthy fast food, with enormous market size. Economic excellence that leads to higher per capita income, as well as, political stability leads to a feasible external environment for market expansion. The fast food market is doubling every year, and therefore, it posts a huge opportunity for ...