- Buger King is found in 1954 by James McLamore and David Edgerton in Miami, Florida, USA.- it is a global chain of hamburger fast food restaurant with 12,700 outlets in 73 countries, 95% are owned and operated privately (2012).
Trang 1MARKETING MANAGEMENT
Presented to: Assoc Prof Dr Nguyen Xuan Minh
SWOT ANALYSIS
FOR
Trang 2 Found in 1954 by James McLamore
and David Edgerton in Miami,
Florida, USA.
is a global chain of hamburger fast
food restaurant with 12,700 outlets in
73 countries, 95% are owned and
operated privately (2012).
Found in 1954 by James McLamore
and David Edgerton in Miami,
Florida, USA.
is a global chain of hamburger fast
food restaurant with 12,700 outlets in
73 countries, 95% are owned and
operated privately (2012).
Trang 3BK Vietnam ….
BK entered to Ho Chi Minh City market in late 2012.
Owner of the BK franchise in Vietnam is the Blue Kite Food and Beverage Services
Company Ltd.
Now the numbers of
outlet gain to 13 stores in Ho
Chi Minh City, Ha Noi and
Da Nang
Trang 4Swot Analysis
Strength
s
Strong recognized brand, global
presence;
Unique recipes with
machine-paced assembly process;
Quick service (“Three-minute
service standard”);
High social status by charitable
contribution and services
Weaknesse
s
Lack of control over franchisees and violence of quality standards;
Narrow target segment and does not serve its purpose of attracting kids;
Increasing vulnerability to Labor and Regulatory Influences
Trang 5Swot Analysis (Cont.)
Opportunitie
Continue to grow global business
and continuous products and
services expansion;
Prosperous developing markets
such as China, India, Brazil etc.;
New partnership programs;
Changing of lifestyles and habit
Lots competitors in the fast food industry;
Decrease in consumers’ purchasing power;
High concern in nutrition food;
Cross-cultural differences