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Burger King 5C

Burger King was founded in 1954 in Miami, Florida and is now the second largest hamburger chain in the world with over 13,000 restaurants globally. In India, the fast food restaurant industry is growing rapidly due to rising incomes, changing consumer behavior, and youth adopting western lifestyles. Burger King faces competition from other major chains like McDonald's and KFC in India. To succeed, Burger King should diversify its product mix to appeal to Indian tastes, improve service quality, make healthier options to match trends, and reduce franchise costs to better compete in the market.

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Yogesh Kumar
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702 views10 pages

Burger King 5C

Burger King was founded in 1954 in Miami, Florida and is now the second largest hamburger chain in the world with over 13,000 restaurants globally. In India, the fast food restaurant industry is growing rapidly due to rising incomes, changing consumer behavior, and youth adopting western lifestyles. Burger King faces competition from other major chains like McDonald's and KFC in India. To succeed, Burger King should diversify its product mix to appeal to Indian tastes, improve service quality, make healthier options to match trends, and reduce franchise costs to better compete in the market.

Uploaded by

Yogesh Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Burger King

5C ANALYSIS
GROUP: 4 (PGPM-PT)
About Burger King: Company

 Founded in Dec 4, 1954 in Miami, Florida US


 Second Largest Fast Food Hamburger Chain in the World
 13000+ Restaurants Worldwide
 90% are Franchise and 10% Corporate
 Slogan : “ Have it Your Way”
• Customized
• Customer Oriented
• Differentiation From Other Fast-Food Competitors
 Slogan : “ Have it Your Way”
 USP – Lot of Burger Varieties
5C Analysis: Category
 Franchise Driven India Fast Food Restaurant Industry Category
 Growing at Rate of 15-30% in last Years, Expected to Grow higher
than 40%
 Favorable Factors:
I. Rising Disposable Incomes
II. Changing Consumer Behavior
III. Youths New Aspirational Lifestyles
 Surge in the Number of Global and Local Players

Indian people are traditionally Particular about their food and are more inclined towards
home-cooked food, but now is moving towards globalization and the market is opening up
5C Analysis: Consumer

 Traditionally : Road Side Stalls & Shops , Home Cooked Food


 60% of the Population is between 25 and 40
 Youth is Aspirational about Food
 Seeks Quality Food and Healthy Food
 Huge Portion of Vegetarians in the Indian Population
 Health Concerns and Religious Beliefs
 Large Trend of Go Green among Consumers
5C Analysis: Competition

 Mc Donalds
 KFC
 Local Stalls
Competitor: Mc Donalds
 Presence in India Since 1996
 One of the Biggest Sellers in the Category
 Low Cost Menu – Widens Their Consumer Group
 Indian Style Products and Menu
 Variety and New Range of Products
 Serve no Beef or Pork, Focused towards Vegetarian Consumers
 Great Reach and Marketing
 Adapted to India Taste
 Price Player with wide Variety
 Now in Breakfast Menu also
5C Analysis: Channel

 Franchise Food Chain


 Around 100th Outlets Opened till Date
 Aims to Open more Outlets PAN India
 Online Ordering Options
 Started Delivery Options
 Burger King Outlets and Presence in Malls
Problem Statement

 Market Penetration
 To Compete with Existing Strong Players Like Mc Donalds and KFC
 To Establish the Brand as a healthy Player with a variety of Offerings
for all kind of Indian Consumers
Recommendation

 Diversify/widen product mix to address current product mix limits


 Increase service quality
 Improve products to address the healthy lifestyles trend
 Reduce Cost of Entry For Burger King Franchise

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