ASSIGNMENT OF STRATEGIC

MANAGEMENT
SUBMITTED BY-
ADITI (12100315)
ROHAN (12100679)
SHARANPREET KAUR (12100898 )
 VISION STATEMENT
BURGER KING’S VISION STATEMENT SAYS THIS; ‘TO BE THE
MOST PROFITABLE QSR BUSINESS, THROUGH A STRONG
FRANCHISE SYSTEM AND GREAT PEOPLE, SERVING THE
BEST BURGERS IN THE WORLD .’
 MISSION STATEMENT
BURGER KING’S MISSION STATEMENT IS; ‘OFFER
REASONABLY PRICED QUALITY FOOD, SERVED
QUICKLY, IN ATTRACTIVE, CLEAN SURROUNDINGS.

THE MAIN FOCUS OF THE COMPANY’S MISSION

STATEMENT IS TO FOCUS ON STRESS ESTIMATING,
ADMINISTRATION, AND A FEELING TO KEEP BRINGING
CUSTOMERS INTO THE RESTAURANT.
 BURGER KING
INTRODUCTION TO COMPANY –
 American global chain of hamburger fast food restaurant is known as
Burger King. It is the world’s second-largest hamburger fast food
restaurant chain after McDonald which estimated to have 19,247
outlets at 100 countries in September 2021.
 The founder of the company is Keith J. Kramer and his uncle’s
wife, Matthew Burns in 1953 at Jacksonville, Florida was known as
Insta-Burger King. In 1954, after they ran into a financial problem, it
was purchased by David Edgerton and James McLamore where later
on change the name as “Burger King” instead. It was officially
owned by David Edgerton and James McLamore since then and
the headquarters were located in Miami Dade-Country, Florida, and
United States.
 >IT PIONEERED THE CONCEPT OF THE WHOPPER BURGER,
E S TA B L I S H I N G A S O L I D G L O B A L P R E S E N C E A N D A D O P T I N G
I N N O VAT I V E M A R K E T I N G C A M PA I G N S , S U C H A S T H E M E M O R A B L E
“ H AV E I T Y O U R WAY ” S L O G A N . H O W E V E R , T H E C O M PA N Y H A S
FA C E D C H A L L E N G E S O V E R T H E Y E A R S , I N C L U D I N G I N T E N S E
C O M P E T I T I O N F R O M R I VA L FA S T- F O O D C H A I N S A N D C R I T I C I S M F O R
I T S N U T R I T I O N A L C O N T E N T A N D E N V I R O N M E N TA L I M PA C T.

> OVER TIME, BURGER KING HAS SOUGHT TO ADAPT TO CHANGING

C O N S U M E R P R E F E R E N C E S B Y I N T R O D U C I N G P L A N T- B A S E D B U R G E R
O P T I O N S A N D E X P L O R I N G D E L I V E RY S E RV I C E S A N D D I G I TA L
TECHNOLOGIES TO ENHANCE THE CUSTOMER EXPERIENCE. DESPITE
C H A L L E N G E S , B U R G E R K I N G R E M A I N S A N I N F L U E N T I A L P L AY E R I N
T H E FA S T- F O O D I N D U S T RY, C O N S TA N T LY S T R I V I N G T O E V O LV E A N D
MEETS THE DEMANDS OF ITS DIVERSE CUSTOMER BASE .

B E L O W , T H E R E I S A D E TA I L E D B U R G E R K I N G S W O T A N A LYS I S T O
B E T T E R U N D E R S TA N D I T S S T R E N G T H S , W E A K N E S S E S ,
O P P O R T U N I T I E S , A N D T H R E AT S I N T H E G L O B A L M A R K E T : -
 COMPETITORS

1. KFC
2. STARBUCKS
3. MC DONALD
4. SUBWAY
5. DOMINO’S PIZZA
6. DUNKIN DONUTS
7. PIZZA HUT
 OPPORTUNITIES

. PARTNERSHIP WITH FOOD DELIVERY PLATFORMS

. FOCUS ON THE SUSTAINABILITY
. EXPANDING THE DRIVE-THRU
. GLOBAL PARTNERSHIPS
. MENU INNOVATION
 THREATS

. RISING INGREDIENTS COST

. HIGHLY COMPETETIVE INDUSTRY
. FOOD SAFETY CONCERNS
. ECONOMIC FACTORS
. REGULATED ENVIRONMENT
 ETOP PROFILE
ENVIRONMENT SCANNING
SWOT ANALYSIS
 STRENGTHS

• WIDE GEOGRAPHIC PRESENCE

• STRONG FRANCHISE SYSTEM
• VALUE MENU
• PRODUCT INNOVATION
• STRONG MARKETING COMPAIGNS
• DIGITAL PRESENCE
• STRONG BRAND PERCEPTION
 WEAKNESS

. INABILITY TO CAPTURE COFFEE MARKET

. LIMITED VEGAN OPTIONS
. LIMITED BREAKFAST MARKET SHARE
. VULNERABILITY TO CHANGING CUSTOMER
PREFERENCE
. NEGATIVE PUBLICITY
. INCONSISTENT INTERNATIOAL PERFORMANCE