버거킹 마켓 리포트

소개

버거킹에 관한 swot 분석과 4p 전략에 대한 시장 보고서 입니다.

목차

1. Introduction
1.1 Company overview

2. Macro environment
2.1 Socio - Cultural factors
2.2 Technological factors
2.3 Economic factors
2.4 Political / Legal factor

3. Micro environment
3.1 Competitor analysis
3.2 Customers
3.3 Stakeholder
3.4 Supplier

4. SWOT analysis
4.1 Strengths
4.2 Weaknesses
4.3 Opportunities
4.4 Threats

5. 4P Strategy
5.1 Product
5.2 Price
5.3 Promotion
5.4 Place

6. Recommendation
6.1 Membership
6.2 Extension
6.3 Service quality
6.4 Low price

7. Conclusion

Bibliography

본문내용

1. Introduction
This marketing report only focuses upon burgers and is going to represent the features of the macro environment of Burger King in terms of socio-culture, technological, economic, and political and legal factors. Moreover features of micro environment will also be described regarding competitors, customer, supplier, distributors and stakeholders. Finally, SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis and 4P (Product, Price, Promotion, Place) strategy of Burger King and strategic recommendations will be illustrated.

1.1 Company overview
Burger King was established at Miami, Florida, USA in 1954 by James McLamore and David Edgerton. Burger King is one of the biggest global fast food brand. It has more than 11,900 restaurants in 74 countries worldwide. (Burger King Corporation, 2009) More than 4 million Whoppers are sold by more than 14 million people each day. Their revenue is about $ 2.23 billion USD, and operating income is around $ 290 million USD in 2007. (Burger King Korea, 2009)

참고자료

· Ball, Stephen, ed. Fast food operations and their management. Cheltenham: StanleyThornes, 1992.
· Burger King Corporation. Web. 28 Nov. 2009. <http://investor.bk.com/phoenix.zhtml?c=87140&p=irol-IRHome>.
· Burger King Korea. Web. 21 Nov. 2009. <http://www.burgerking.co.kr/01_about_bk/intro.asp>.
· Burger King Korea. Web. 21 Nov. 2009. <http://www.burgerking.co.kr/01_about_bk/whybk.asp>.
· Burger King UK. Web. 21 Nov. 2009. <http://www.burgerking.co.uk/menu?producttypeid=17>.
· "BURGER KING? Whopper? Bar." Burger King Corporation. Web. 28 Nov. 2009. <http://www.bk.com/en/us/campaigns/whopper-bar.html>.
· "Effects of Healthy Eating on the Eating Out Market - UK - June 2005 - Market Research Report." Mintel Oxygen - Mintel International Group Ltd. Web. 22 Nov. 2009. <http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=143713/display/id=167943>.
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· "Fast Food & Home Delivery Outlets 2008." Key Note. Web. 24 Nov. 2009. <http://www.keynote.co.uk/market-intelligence/view/product/2152/fast-food-%26-home-delivery-outlets/chapter/9/buying-behaviour?highlight=burger%20king>.
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