Burger King’s Intensive Strategies (Intensive Growth Strategies)

Market Penetration

Burger King’s primary intensive growth strategy is market penetration which is to grow
revenues from existing customers or markets where the firm already has operations. Burger King
implements this strategy by opening new restaurants in its current markets to get a bigger market
share. Burger King has used several variations of franchising to expand its operations. Today,
Burger King has more than 340000 employees who work in 11200 locations worldwide. By
using market penetration strategy, Burger King can lead to significant competitive strategy and
growth in global strategy. Moreover, Burger King’s generic strategy also supports unique
product features to penetrate markets and grow in business.

Market Development

Market development is Burger King’s secondary intensive growth strategy. To support

business growth, this intensive strategy involves entering new markets or targeting new market
segments. Burger King implements this strategy by opening new stores in overseas locations
where it does not have operations. However, this strategy is secondary or minor in Burger King’s
business because the company already has operations in most markets around the world. A
strategic objective for this strategy is to grow burger king by attracting new customers in new
markets based on low prices. Thus, this strategic objective emphasizes low prices in burger
king’s pricing strategy, which is supported through the cost leadership generic strategy.