ASSIGNMENT NO 1:

TOPIC:
ORGANIZATION AND THEIR VISION
,MISSION ,STRATEGIES AND GROWTH
STAGE
SUBMITTED TO:
MAM RAKHSHANDA
SUBMITTED BY:
EEMAAN AFZAL(88-ITSS2)

ORGANIZATION/BRAND: BURGER KING

INDUSTRY: FOOD INDUSTRY
1. Introduction

Burger King, founded in 1954, is a global fast-food restaurant

chain renowned for its flame-grilled burgers. With over 18,000
outlets in more than 100 countries, Burger King has established
itself as a major player in the fast-food industry. This document
presents an overview of Burger King's vision, mission, strategies,
intellectual property considerations, feasibility plan, and growth
stage analysis through SWOT analysis.

2. Vision

Burger King's vision is to be the top choice for customers seeking

high-quality, affordable, and convenient fast-food experiences
worldwide. This vision encompasses a commitment to innovation,
sustainability, and customer satisfaction.

3. Mission

Burger King's mission is to offer flame-grilled burgers and other

delicious menu items made with high-quality ingredients, served
quickly and consistently in a friendly environment. Burger King
aims to continuously enhance its menu, service, and overall
customer experience while adhering to the highest standards of
corporate responsibility.

4. Strategies

• Product Innovation: Continuously introducing new menu

items and limited-time offerings to cater to evolving
consumer tastes and preferences.
• Emphasizing Unique Selling Points:
Burger King’s branding strategy focuses on highlighting its unique
selling points to differentiate itself from competitors. The company
emphasizes its flame-grilled burgers, allowing it to position itself
as a provider of higher quality and tastier burgers compared to its
competitors who primarily use griddles.

Engaging Brand Personality:

Burger King has developed an engaging brand personality that resonates
with its target audience.

• Market Expansion: Strategically expanding into new

markets, both domestically and internationally, through
franchising and company-owned outlets.
• Digital Transformation: Embracing digital technologies to
enhance customer engagement, streamline operations, and
offer convenient ordering and delivery options.
• Brand Building: Investing in marketing campaigns and
partnerships to strengthen brand recognition and loyalty.
• Operational Excellence: Focusing on operational efficiency,
supply chain management, and employee training to
maintain consistency and quality across all outlets.

5. Copyrights and Trademarks

Burger King protects its intellectual property through copyrights

and trademarks. This includes its logo, brand name, slogans, and
marketing materials. These protections help maintain Burger
King's brand identity and prevent unauthorized use by
competitors.

TRADEMARKS:
• BURGER KING®
• BURGER KING & Crescent Design
• WHOPPER®
• AMERICA'S FAVORITE BURGER®
• ANGRY WHOPPER®
• BK®
• BK Logo Your Way®
• BURGER KING & Crescent Design
• BURGER KING & Crescent Design YOUR WAY
• CROISSAN'WICH®
• CROWN STANDARD®
• FLAME GRILLED & Design
• HAVE IT YOUR WAY®
• HAVE IT YOUR WAY (Stylized)
• Heritage Man Logo
• HOME OF FLAME BROILING®
• HOME OF THE WHOPPER®
• KING DEALS®
• KING JR®
• RODEO®
• TASTE IS KING®
• WHOPPER JR. Logo
• WHOPPER Logo
• PRETZEL BACON KING™
• STACKER KING™
• BACON KING™
• Single Quarter Pound KING™
• Double Quarter Pound KING™
• EGG-NORMOUS BURRITO™

THIRD PARTY TRADEMARKS

(www.bk.com)
 USED WITH PERMISSION AND/OR
UNDER LICENSE
• © 2019 The Coca-Cola Company. COCA-COLA®, Diet Coke®, Coca-
Cola® Zero Sugar, Sprite®, Mello-Yello®, Fanta®, Barq's® and MINUTE
MAID® are registered trademarks of The Coca-Cola Company.
• DR PEPPER® is a trademark of Dr Pepper/Seven UP, Inc.
• ICEE® is a trademark of Icee of America, Inc.
•

6. Feasibility Plan

• Market Analysis: Conducting thorough market research to

identify target demographics, competitor analysis, and
potential demand for Burger King's offerings in new markets.
• Financial Projections: Developing detailed financial
projections, including revenue forecasts, cost estimations,
and return on investment calculations for new outlets or
market expansions.
• Operational Planning: Planning for staffing, supply chain
management, regulatory compliance, and other operational
requirements to ensure the feasibility of new ventures.
• Risk Assessment: Assessing potential risks and challenges,
such as economic fluctuations, regulatory changes, and
consumer trends, and developing contingency plans to
mitigate these risks.

7. Growth Stage (SWOT Analysis)

 • Strengths:
• Strong global brand recognition.

• Diverse menu offerings catering to various tastes.

• Extensive franchising model facilitating rapid expansion.

• Embracing digitalization for enhanced customer

experience.
• Weaknesses:
• Dependence on franchisees for operational consistency.

• Vulnerability to health and dietary trends affecting fast-

food consumption.
• Limited presence in some emerging markets compared

to competitors.
• Opportunities:
• Expansion into emerging markets with growing middle-

class populations.
• Collaborations with food delivery services to reach

more customers.
• Continued innovation in menu offerings to adapt to

changing consumer preferences.

• Threats:
• Intense competition from other fast-food chains and

local eateries.
• Regulatory challenges regarding health and

environmental concerns.
• Economic downturns impacting consumer spending

habits.

8. Conclusion
Burger King's commitment to innovation, quality, and customer
satisfaction, coupled with strategic expansion efforts and brand-
building initiatives, positions it for continued success in the
competitive fast-food industry. By leveraging its strengths,
addressing weaknesses, seizing opportunities, and mitigating
threats, Burger King can sustain growth and remain a beloved
choice for fast-food enthusiasts worldwide.

THE END :D