Introduction to

Burger King's
Functional Level
Strategies
Burger King, one of the world's leading fast-food chains, employs a range of
functional level strategies to drive its business forward. This presentation will
explore Burger King's key strategies in areas such as marketing, finance,
manufacturing, human resources, and research and development.

by Deepanshi Jain
Mission, Vision, and Objectives

1 Mission 2 Vision 3 Objectives

Burger King's mission is
to deliver exceptional
flame-grilled burgers and
a unique guest
experience to customers
worldwide.
Burger King aspires to be
the global leader in the
fast-food industry, known
for its innovative
products and
unparalleled customer
satisfaction.
Key objectives include
expanding the brand
globally, driving
operational efficiency,
and continuously
improving the customer
experience.
Marketing Strategy
Brand Image
Burger King maintains a strong
brand identity, emphasizing its
flame-grilled burgers, unique
menu items, and a fun, edgy
personality.
Advertising and
Promotions
Burger King utilizes a mix of
traditional and digital
advertising, as well as targeted
promotions to drive customer
engagement and sales.
Customer Experience
Burger King focuses on
delivering a consistent, high-
quality customer experience
through efficient service,
innovative menu offerings, and
a welcoming restaurant
environment.
Financial Strategy
Cost Management 1
Burger King closely monitors and
optimizes its costs, including food,
labor, and operational expenses, to 2 Revenue Generation
maintain profitability. Burger King drives revenue through a
combination of menu pricing,
promotional offers, and strategic
Capital Allocation 3 partnerships to maximize sales.
Burger King carefully allocates capital to
support expansion, technology
investments, and other strategic
initiatives that drive long-term growth.
Manufacturing Strategy
Quality Control
Burger King maintains strict quality standards
throughout its manufacturing process, ensuring
consistent product quality and food safety.
Production Flexibility
Burger King's manufacturing strategy allows for
agile production, enabling the company to
respond quickly to changing market demands
and introduce new menu items.
Supply Chain Optimization
Burger King leverages its global supply chain to
source high-quality ingredients and optimize
logistics, delivering products efficiently to its
restaurants.
Sustainability
Burger King is committed to sustainable
manufacturing practices, including reducing
waste, using renewable energy, and
implementing eco-friendly packaging
solutions.
Human Resources Strategy

Talent Diversity and Performance Employee

Development Inclusion Management Engagement
Burger King invests in Burger King promotes Burger King's Burger King offers
the training and a diverse and inclusive performance competitive
development of its work culture, valuing management system compensation and
employees, fostering a the unique helps align employee benefits packages, as
skilled and engaged perspectives and goals with the well as opportunities
workforce. contributions of its company's strategic for career
employees. objectives, driving advancement, to
continuous attract and retain top
improvement. talent.
Research and Development Strategy
Product Innovation
Burger King's R&D team continuously develops new and innovative menu items to
meet evolving consumer preferences and market trends.

Process Improvement
The company invests in research to enhance its manufacturing processes, improve
operational efficiency, and enhance the customer experience.

Sustainability Initiatives
Burger King's R&D efforts also focus on developing sustainable solutions, such as eco-
friendly packaging and alternative energy sources, to reduce its environmental impact.
Research and Development Strategy
Business-level strategy
The Business-level strategy is what most people are familiar with and is about the
question “How do we compete?”, “How do we gain (a sustainable) competitive
advantage over rivals?”. In order to answer these questions it is important to first
have a good understanding of a business and its external environment. At this level,
we can use internal analysis frameworks like the Value Chain Analysis and the
VRIO Model and external analysis frameworks like Porter’s Five Forces and
PESTEL Analysis. When good strategic analysis has been done, top management can
move on to strategy formulation by using frameworks as the Value Disciplines,
Blue Ocean Strategy and Porter’s Generic Strategies. In the end, the business-level
strategy is aimed at gaining a competitive advantage by offering true value for
customers while being a unique and hard-to-imitate player within the competitive
landscape.
Conclusion and Key Takeaways
Burger King's comprehensive functional level strategies across marketing, finance,
manufacturing, human resources, and research and development have enabled
the company to maintain its position as a global leader in the fast-food industry.

By continuously innovating, optimizing operations, and delivering an exceptional

customer experience, Burger King is well-positioned to capitalize on emerging
market opportunities and achieve its long-term growth objectives.