Case 6 Burger King: Selling Whoppers in Japan
Case 6 Burger King:
Selling Whoppers in Japan
Submitted by:
Dolly Estrellado
Nelma Mae Mameloco
Charlene Sorongon
BSBA 3-A
Submitted to:
Miss Cherry Ganancial
I. Point of View:
Our point of view regarding this case is that Burger King can also find a better growth opportunity in Japan by its new marketing strategy.
II. Problem Statement:
a. Burger king failed to effectively target the cost conscious consumer and instead promoted its premium burgers.
b. Failure to communicate their brand value to their Japanese consumers.
c. Lack of funds for their market expansion.
d. Stiff competition in fast-food industries in Japan.
III. Objectives:
Burger King’s objective is to succeed in Japan and intends to increase market share.
IV. Areas of Consideration:
SWOT Analysis for Burger King Selling Whoppers in Japan
STRENGTHS
1. Strong market position.
2. Strong brand equity and high quality products.
3. Strong brand financial performance.
4. Geographic Diversification
5. Established market share
6. Superior growth plan
WEAKNESSES
1. Vulnerability to labor and regulating influences
2. Relevance on so-called Super customer
3. Few corporately owned stores.
OPPORTUNITY
1. New breakfast food initiative.
2. New healthier menu items. THREATS
1. The slow recovering economy.
2. Changing consumer eating habits.
V. Alternative Courses of Action:
Burger King should improve their marketing mix strategies.
For their product, it must be different from those of the competitors in terms of quality, size, and preparation.
For their place, it must strategically located to attract its target customers which are the youth.
For the distribution, they must open new stores to some areas of Japan to increase their distribution of products.
For the price, it must be slightly higher than those of its competitors. According to Burger King, there will not be a price war as consumers are favoring quality over price.
Selling Whoppers in Japan
Submitted by:
Dolly Estrellado
Nelma Mae Mameloco
Charlene Sorongon
BSBA 3-A
Submitted to:
Miss Cherry Ganancial
I. Point of View:
Our point of view regarding this case is that Burger King can also find a better growth opportunity in Japan by its new marketing strategy.
II. Problem Statement:
a. Burger king failed to effectively target the cost conscious consumer and instead promoted its premium burgers.
b. Failure to communicate their brand value to their Japanese consumers.
c. Lack of funds for their market expansion.
d. Stiff competition in fast-food industries in Japan.
III. Objectives:
Burger King’s objective is to succeed in Japan and intends to increase market share.
IV. Areas of Consideration:
SWOT Analysis for Burger King Selling Whoppers in Japan
STRENGTHS
1. Strong market position.
2. Strong brand equity and high quality products.
3. Strong brand financial performance.
4. Geographic Diversification
5. Established market share
6. Superior growth plan
WEAKNESSES
1. Vulnerability to labor and regulating influences
2. Relevance on so-called Super customer
3. Few corporately owned stores.
OPPORTUNITY
1. New breakfast food initiative.
2. New healthier menu items. THREATS
1. The slow recovering economy.
2. Changing consumer eating habits.
V. Alternative Courses of Action:
Burger King should improve their marketing mix strategies.
For their product, it must be different from those of the competitors in terms of quality, size, and preparation.
For their place, it must strategically located to attract its target customers which are the youth.
For the distribution, they must open new stores to some areas of Japan to increase their distribution of products.
For the price, it must be slightly higher than those of its competitors. According to Burger King, there will not be a price war as consumers are favoring quality over price.