SITUATION ANALYSIS (FYP 1)

CHAPTER 1 : PROJECT OVERVIEW

Project Overview

1.1 Introduction

Burger King, can be abbreviated as BK is one of the biggest global chain of hamburgers fast food restaurant where it’s headquarters are located in unincorporated Miami-Dade county, Florida, United States. In year of 1953, Insta-Burger King begins its business and faces financial difficulties in 1955. Luckily David Edgerton and James McLamore represent the Miami –based franchises had come to rescue by purchased the company and change the company name to Burger King. After that the company had change hands four times over the next half century.

Burger king had reach more than 12,400 outlets in 73 countries at the end year of 2011, overall 90 percent are privately owned and operated and 66 percent are in United States only. In order to expand its operation, BK has historically used several variations of franchising to expand it known as master franchises. In 1954, a larger, more diverse set of product offerings appear in BK menu which evolved from a basic offering burgers, French fries, drinks and others. BK signature product the Whopper had been produced in year of 1957 which act as the major addition to the menu. Besides that, there has been a lot of product created by BK that failed to catch customers need. From 2010 to 2011 the company began to move way from targeted 18-34 male demographic and introduces new menu items.

The company's "Golden Age" of advertising was during the 1970s when it introduced its mascot the Magical Burger King, a memorable jingle, and several well known and parodied slogans. In the early 1980s, its advertising began to lose focus; a series of less successful ad campaigns created by various agencies continued for the next two decades. In 2003, Burger King set about resuscitating its moribund advertising with the hiring of the Miami-based advertising agency of Crispin Porter + Bogusky (CP+B). They completely reorganized Burger King's advertising with a series of new advertisements centered on a resuscitated Magical Burger King character.
 

1.2 Problem Statement and Issues

The main problem is they treat the consumer as a captive or disregard the wants of their customers. Or worse consider their customers stupid or just plain ignorant, such actions. And inabilities to actually connect to their revenue source are always a sign of failure. Another issue was others competitor was always went after new customers with new menu but Burger King let its menu get stale. Next food is the biggest killer of all time as well, throughout many years there have been many failed product from Burger King that did not get interest of consumers. Not only the food, many of its restaurant are showing signs of aging so the company had decided to make a changes from uniform, decorations, seats but it still remain to be seen whether can attract for their customers. Finally it had lack of propaganda over the year since starting off in Malaysia at the year of 1997 and causes no good brand image over the years comparing to their competitors.

1.3 Objectives and Aims

Aims : The aim to find a way or solution so that Burger King can be great again.

Objectives:

• To find out all the weakness and find solution to solve it.

• To create awareness to target customers by showing its good once more.

• To learn from mistakes and think of new marketing strategy and advertising.

CHAPTER 2 : PROJECT PROFILE

Project Profile

2.1 Product name

 - Burger King

2.2 Product Classification

• Consumer

It is a fast food restaurant where people can either choose to dine in or take-away at any time.

• Non-durable

A fast food restaurant that sells burger, drinks, sides dishes and many more which wont last forever.

• Convenience goods

Food beverages

• Efficiency

Serves in a fast/good manner

2.3 Product Characteristic

Burgers
Meal also includes fries & drinks	Ala carte price	Medium set price	Large set price
Whopper	RM10.95	RM14.95	RM16.15
Whopper Black Pepper	RM11.95	RM15.95	RM17.15
Whopper Jr	RM6.95	RM10.95	RM12.15
BK singles Black Pepper	RM7.95	RM11.95	RM13.15
BK singles Mushroom Swiss	RM8.95	RM12.95	RM14.15
BK Double Black Pepper	RM9.95	RM13.95	RM15.15
BK Double Mushroom Swiss	RM11.95	RM15.95	RM17.15
BBQ Cheese Burger	RM6.95	RM10.95	RM12.15

Chicken & Fish
Meal also includes fries & drinks	Ala carte price	Medium set price	Large set price
French Chicken	RM11.95	RM15.95	RM17.15
Chicken Royale	RM9.95	RM13.95	RM15.15
Grilled Chicken	RM9.95	RM13.95	RM15.15
Spicy Tendercrisp	RM10.95	RM.14.95	RM16.15
BK Fish	RM7.95(Single)/9.95 (Double)	RM11.95(Single)/13.95 (Double)	RM13.15(Single)/ 15.15(Double)
	Price (6pcs)	Price (6pcs)	Price (9pcs)
Chicken Tenders	RM7.95	RM7.95	RM11.95

Sides
	Small price	Medium price	Large price
French Fries	RM3.55	RM4.55	RM4.95
Onion Rings	RM4.55	RM5.55	RM5.95
	Price (3pcs)	Price (3pcs)	Price (3pcs)
Mozzarella Cheese Sticks	RM4.95	RM4.95	RM4.95
	Ala carte price	Ala carte price	Ala carte price
Apple Pie	RM2.95	RM2.95	RM2.95

BK Desserts
	Price
Chocolate Fudge Sundae	RM3.00
Caramel Melts Sundae	RM3.00
Strawberry Sensation Sundae	RM3.00
BK Cone	RM1.00

Drinks
Carbonated Drinks	Small price	Medium price	Large price
Coke, Sprite, Vanilla coke, F&N grape	RM2.55	RM3.55	RM3.95
Hot Tea	RM2.55	RM2.55	RM2.55
Mineral Water	RM2.95	RM2.95	RM2.95
	(16OZ) price	(16OZ) price	(22OZ) price
Ice Milo	RM4.55	RM4.55	RM5.55
Orange Juice	RM4.55	RM4.55	RM5.55
Mango Juice	RM4.55	RM4.55	RM5.55
Blackcurrant Juice	RM4.55	RM4.55	RM5.55
Ice Lemon Tea	RM3.95	RM3.95	RM4.55

2.4 Product range

Burgers and sides

All separate to ala carte, medium, and large set

BK desserts varieties (sundae)
Chocolate fudge	Caramel mells	Strawberry sensation	Vanilla cone

BK drinks (juices) – 16OZ, 22OZ
Orange juices	Blackcurrant	Mango

2.5 Distribution

1. Direct

Restaurant Services Inc. (RSI) -> Independent distributor (Maines Paper, Food Service, Sysco) -> franchises

2. Indirect

Burger King fast food restaurant have total of 27 franchises around Malaysia. It is a unique restaurant which they will sell their own unique signature products and menu.

2.6 Product Life Cycle

2.7 The Brand

In December 1997, BURGER KINGâ returns to Malaysia with a different management group that operates under a new franchisee i.e. Cosmo Restaurants Sdn. Bhd. The first restaurant was located at Overhead Bridge Sg. Buloh. It was officiated by our former Prime Minister i.e. Y.A.B Tun Dr. Mahathir Mohamad.To date there are 20 restaurants in Malaysia, look out for more outlets in the near future..

There are currently, 3 burger king franchise holders in Malaysia. The largest operating restaurant is managed by Cosmo Restaurants Sdn. Bhd. While outlets located in KLIA are under the management of Dewina Hosts Sdn. Bhd, outlets in Sabah are operated by another franchisee, Living Bread Sdn. Bhd. The first interior concept was the 1960s with featured artists such as Marilyn Monroe, Elvis Presley, James Dean and vintage cars photos. The current concept in BURGER KINGâ caters for today’s customer requirement for the trendy, modern yet tranquil. BURGER KINGâ caters to customers who love great tasting burgers, their way. Way back in 1974, the marketing team at Burger King came up with a new tagline: "Have It Your Way." And ever since, the brand has lived by that simple mantra. That's what it was all about -- Burger King's fans being able to control the experience that they had with the brand. But they had to focus on something specific to help drive that message. This means Burger King has to constantly deliver on that brand promise. If the day comes that you go to Burger King and can't get things the way you want it, you'll feel deceived, and may not trust the brand again.

2.8 Brand Image and Implication

Burger King with a king mascot who wears large plastic head, frozen smile, and a red –velvet cape to attract much attention from men. It is a fast food restaurant that sells fat food which the menu is similar to McDonald’s.

Market share among the competitors:

Competitor	Market Share
McDonald’s	With over 35,000 locations in 119 countries, it serves 47 million customers each day, and employs 1.5 million people. (about 70 percent of the world's McDonald's are franchise)
Subway	Subway is one of the fastest growing franchises in the world with 37,000 restaurants in 100 countries and territories as of June 27, 2012.
KFC	Market share of over 35%. With over 540 KFC restaurants in Malaysia, Brunei and Singapore
Wendy’s	Wendy's was the world's third largest hamburger fast food chain with approximately 6,650 locations

2.9 Strength and Weakness

 Strength

• Serves a lot of burgers that is not available in other fast food restaurant

• Cooked by properly grilling them over fire

• Serve varieties of side dishes in their restaurants

• Different taste profile

• Different rapidly growing (18-34) consumer segment

Weakness

• Does not advertise their products like their competitors do

• Lack of marketing strategy

• Weaker association with pre-teens

• Less of an international appeal

2.10 Advantages and Disadvantages

Advantages

• Produce more advertisements on their products

• Open new branches in major city all around the worlds and some rural areas

• Open new outlet in other states of Malaysia which will improve their sales

• Product improvement and brand improvement

Disadvantages

• Competitor in market

• Cost to produce the burger during inflation and lack of sales

• Health concerns among general public

2.11 Unique Selling Point (USP)

‘’Have it your way’’ concepts which build on the premise that it's easy for a customer to request changes. Benefit to the customer: Satisfaction. No hassles (for trying to change the standard burger offerings) and a hamburger that's just the way they like it.

2.12 Promotional History and Advertising Schedule

Date	Promotion / Advertisement
June 2012	Hottest Deals
June 2012	Frenz with benefits
April – June 2012	BK double dinner deals
May 2012	BK hot deals
April – May 2012	BK super RM5
Jan 2012	Mexican crunch
December 2011	New supreme angus steakhouse
July 2011	Whopping Tuesday
May 2011	Do you dare?
April 2011	BK a4dables
November 2010	Angus steakhouse premium beef
October 2010	Whopper for RM1
September 2010	The angry whopper

2.13 Positioning Statement

Burger King produces delightful sides dish and high quality burgers with large variety of menus to ensure the superb taste for high taste preferences with ‘’ Have it your way’’ concept that target on the 30-and-under demographic

  

Chapter 3: The Company

The Company

 3.1 Company Overview

Burger King Holdings is the parent company of Burger King, also known as Burger King Corporation and abbreviated BKC, and is a Delaware corporation formed on 23 July 2002. A privately held company, it derives its income from several sources, including property rental and sales through company owned restaurants. The company operates approximately 40 subsidiaries globally that oversee franchise operations, acquisitions and financial obligations such as pensions. One example of a subsidiary is Burger King Brands, Inc. which is responsible for the management of Burger King's intellectual properties. A wholly owned subsidiary established in 1990, Burger King Brands owns and manages all trademarks, copyrights and domain names used by the restaurants in the United States and Canada and it also responsible for providing marketing and related services to the parent company.The majority of Burger King Restaurants, approximately 90%, are privately held franchises. In North America Burger King Corporation is responsible for licensing operators and administering of stores. Internationally the company often pairs with other parties to operate locations or it will outright sell the operational and administrative rights to a franchisee which is given the designation of master franchise for the territory. The master franchise will then be expected to sub-license new stores, provide training support and insure operational standards are maintained. In exchange for the oversight responsibilities, the master franchise will receive administrative and advertising support from Burger King Corporation to ensure a common marketing scheme. The 3G Capital ownership group announced in April 2011 that it would begin divesting itself of many corporate owned locations with the intent to increase the number of privately held restaurants to 95%.

3.2 Business Description

Burger King Holdings has several obligations and responsibilities; the company designs and deploys corporate training systems while overseeing brand standards such as building design and appearance. The company also develops new products and deploys them after presenting them to its franchises for approval per a 2010 agreement between itself and the franchise ownership groups. Burger King has limited approval over franchise operations such as minimum hours of operation and promotional pricing. Additionally Burger King designates approved vendors and distributors while ensuring safety standards at the productions facilities of its vendors. Burger King is headquartered in a nine-story office tower by the Miami International Airport in unincorporated Miami-Dade County, Florida. Elaine Walker of the Miami Herald stated that the headquarters has a "Burger King" sign that drivers on Florida State Road 836 "can't miss." In addition the chain planned to build a neon sign on the roof to advertise the brand to passengers landing at the airport. On Monday 8 July 2002, 130 employees began working at the Burger King headquarters with the remainder moving in phases in August 2002. Prior to the moving to its current headquarters in 2002, Burger King had considered moving away from the Miami area; Miami-Dade County politicians and leaders lobbied against this, and Burger King stayed. The company's previous headquarters were in a southern Dade County campus described by Walker as "sprawling" and "virtually hidden away." The former headquarters were located on Old Cutler Blvd in the Cutler census-designated place. The former Burger King headquarters as of 2007 houses rental offices for several companies.

3.3 Company History

In 1954, James McLamore and David Edgerton opened their first BURGER KING® restaurant in Miami, Florida. These visionaries had extensive experience in restaurant business and a shared belief in the guiding principle of offering reasonably priced quality food, served quickly, in attractive, clean surroundings. Our Vision today honours their original vision. When America was introduced to the signature flavour of the Original WHOPPER® Sandwich in 1957, it was selling for only 37 cents. It was an instant sensation and immediately became our flagship product. Today the WHOPPER® is world renowned for its flame-grilled taste and the many ways customers can order it to their liking. The great success of the early restaurants made the BURGER KING® concept a franchise success. The concept spread rapidly throughout the 1960s and in 1963 the first international franchise restaurant opened in Puerto Rico. While the vision for the BURGER KING® brand hasn't changed over time, our restaurants have. The early BURGER KING® restaurants distinguished themselves from others by their self-serve ordering and outdoor patio seating. Burger King Corporation pioneered dining rooms in the fast food industry when it began to enclose its patio seating in 1957. For the first time, fast-food customers could comfortably eat their food at a table inside a restaurant. Burger King Corporation demonstrated its innovation again in 1975 when it began to offer drive-thru service at its restaurants, appealing to increasingly mobile and time-conscious consumers. When it comes to marketing the brand, a "winner takes all" attitude has fueled some of the most creative campaigns that wet the appetite of our customers. Burger King Corporation began airing its first television commercial in 1958 and our first major promotion, 'The Bigger the Burger, the Better the Burger,' debuted in 1968. In 1974 the memorable 'HAVE IT YOUR WAY®' campaign was created. Advertising industry innovations for the BURGER KING® brand include the first use of comparative advertising in 1982 and the first Video Coupon the following year. In the late 1990s, the tremendously popular 'Food and Music' television campaign set a new standard for advertising worldwide.

3.4 Key People

Alexandre Behring (Chairman)

Bernard Hees (CEO)

Ben K. Wells (CFO)

 3.5 Location and Subsidiaries

Headquarters :  5505 Blue Lagoon Drive,  Miami-Dade County, Florida, United States

Malaysia Address : Cosmo Restaurants Sdn. Bhd. (co. No: 296009-T) , No 11 & 13, 1^st & 2nd floor, Wisma Lau Chung, Jalan Tun Perak, 50050 Kuala Lumpur, Malaysia

 3.6 Brands, Major products and services

• Provide services to dine-in or take away

• 4 different category of product provided: burgers, sides, BK desserts, and drinks

3.7 Corporate Vision

Serve the best burgers in the business, plus a variety of real, authentic foods all freshly prepared just the way you want it. 

3.8 Corporate Mission

Prepare and sell quick service food to fulfil our guest needs more accurately, quickly, courteously and in a cleaner environment than our competitors. We will conduct our entire business affair ethically, and with the best employees in the mid-south. We will continue to grow profitability and responsibly and provide career advancement opportunities for every willing member of our organizations.

3.9 Company current Promotional Strategy

• Limited time only every day these 4 products Whopper Jr, Grilled Chicken, BK singles Mushroom Swiss,   Spicy Chicken Crisp will cost only RM5.95

• For BK delivery, all the combos and sides will get discount

3.10 Product Sales’ History

3.11 Current Marketing Objective

SHORT term objectives

• Remain profitable, maintain brand recognition, brand loyalty, customer satisfaction, and generate new customers LONG term objectives

• Additional distribution channel (franchises) marketing and owner satisfaction

3.12 Media Expenditure

• A website called “The Subservient Chicken”

• BKC went on to establish highly trafficked Burger King branded MySpace pages, special programs where users could create their own Burger King ads online, and other non-traditional marketing programs

• During the 2006 winter holiday season, the company would sell Burger King- branded Microsoft Xbox video games, featuring Burger King characters such as the King and the Subservient Chicken.

• The King‘s MySpace page had pictures and videos of the King. In addition, BKC has teamed up with the Fox Broadcasting Network to offer free downloads of recent Fox television shows on the King‘s site. MySpace visitors have the option to put graphics and videos of the King on their MySpace page and to leave messages for the King. As of November 2006, the King had over 134,000 friends linked to his MySpace page as well as over 6,500 comments.

• BKC also worked with Heavy.com, a broadband entertainment website that offered primarily comedic programming that users could stream on the website. Heavy.com sent 25 Burger King masks to Heavy.com‘s most frequent contributors. They were asked to use their mask to create an advertisement for Burger King. The ads were available online at Heavy.com for viewing or download to an iPod and were later available on YouTube. As of November 2005, over 4 million visitors to Heavy.com streamed a popular advertisement called ―BK Stripper.‖ This racy, consumer -created ad depicted the body of a scantily clad woman writing provocative hand-written notes about taking her clothes off for the camera. The camera then pans up to show that the scantily clad woman is actually a man wearing the King mask.

• BKC joined hip-hop entertainer P. Diddy (Sean Combs) to sponsor both a new YouTube site called DiddyTV and his tour to support his Press Play album, launched in 2006. Diddy videotaped himself entering a Burger King restaurant where he ordered a Whopper sandwich ―his way. The video was viewed by hundreds of thousands on the YouTube site.

Chapter 4: Consumers and Stakeholders

Consumers and Stakeholders

4.1 Current Consumer’s Characteristic

4.1.1 DEMOGRAPHICS

Primary

Age	Aged 18 – 35 who eat fast-food 9 to 16 times per month
Gender	Males
Education	College, University
Occupation	Student, blue collar workers
Income range	RM2000 – RM4000
Allowance range	RM500 – RM1500
Race & ethnicity	All races
Geographic location	Urban area

4.1.2 Primary PSYCHOGRAPHICS

Perception	College students who busy with their work and keep up with the latest trend for having food in fast food restaurant while studying.
Learning	They can learn from internet, friends, and peers
Motivation and needs	They prefer food to be not so expensive and yet delicious.They looking something that is fast and convenient meals in their hectic lives
Attitude	Feeling hungry Fast food lover
Personality	Hardworking Discipline
Lifestyle	Hectic life Studying student life

4.2 Stakeholder’s Characteristics

4.2.1 Primary

• Chairman / president : Set the agenda, style and tone of board discussion to promote constructive debate and effective decision-making

• Chief executive officer : To implement the strategic goal and objective of the organization

• Board of direction : Directing the employees of the company to achieve organization goal

• Shareholders : Develop and maintain business model by investing money to the company in interest of a share on its profit

• Committees : Providing direction and leadership, dealing with compliance issues

• Employees : Improving professional skills through specialized training and specifically guided experience

 4.2.2 Secondary

• Market place : Product’s availability for sale in the marketplace

• Distributors : Aids the distribution of the goods produced while earning from the service provided

• Media : Help spread the news of the brand regarding new promotion, latest news and more

Chapter 5: Industry and Marketplace

Industry and Marketplace

5.1 The Industry

5.1.1 Definition of the industry

Fast food industry

Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away. The term "fast food" was recognized in a dictionary by Merriam–Webster in 1951. Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each

restaurant from central locations.

5.1.2 Shape of the industry

Malaysia’s food industry is as diverse as the multi-cultures of Malaysia, with a wide range of processed food with Asian tastes. The food processing industry is predominantly Malaysian-owned. It is estimated that the present global retail sales in food products are worth around US$3.5 trillion, and are expected to grow at an annual rate of 4.8 per cent to US$6.4 trillion by 2020. Malaysia remains a net importer of food. In 2010, Malaysia’s food exports amounted to RM18.2 billion, while imports totalled RM30.3 billion. Malaysia exported food products to more than 200 countries and the main products exported were cocoa (RM3.8 billion), fisheries products (RM2.6 billion), margarine and shortening (RM1 billion) and animal feed (RM1.1 billion). Major food imports in 2010 were cereal and cereal preparations, vegetables and fruits, cocoa, animal feed and dairy products. Raw materials such as cereals and dairy products will continue to be imported for further processing for human consumption as well as for the production of animal feed. In Malaysia, the food industry is dominated by small and medium scale companies. The major sub-sectors are the fish and fish products, livestock and livestock products, fruits, vegetables and cocoa. The fisheries product’s sub-sector includes processed seafood products such as frozen and canned fish, crustaceans and molluscs, and surmise products. This sub-sector remained the main contributor to the exports of processed food.

5.1.3 Development of the industry

Malaysia food industry is a big market which combines manufacturer, supplier international trades’ foods exporter, and distributor. Malaysia is currently the largest cocoa processor in Asia. Although Malaysia is the world’s fifth largest cocoa producer, local cocoa production could not support the huge demand from local grinding and processing industry. Malaysia is also one of the world major producers of spices. In 2010, Malaysia ranked as the sixth largest producer of pepper and pepper-related product. Agriculture is one of the sectors identified in the National Key Economic Areas (NKEAs). It will focus on selected sub-sectors including aquaculture, seaweed farming, swiftlet farming, herbal products, fruits and vegetables and premium processed food which have high- growth potential. There is a growing demand for these high value products which provide opportunities for farmers to increase their income. Increasing consumer awareness in nutrition value and food fortification for healthcare has created the demand for functional/healthy minimally processed fresh food, organic food and natural food flavours from plants and seafood. Next the halal industry in Malaysia provides immense opportunities for Malaysian manufacturers. It was estimated that the potential value of the halal food industry range between USD600 billion and USD2.1 trillion.

Finally Malaysia’s food manufacturer can contemplate joint-ventures with established food manufacturers particularly from Australia and New Zealand to service the ASEAN, Middle East, European and US markets which have sizeable Muslim populations. Local halal food products can gain easy access into these halal markets as Malaysia’s halal certification is globally recognised.

5.2 The Marketplace

5.2.1 Current condition of the marketplace

•Nowadays most of the people are undergoing tight schedule in their daily life style over their work, school work and this make the current condition of fast food marketplace to become better and more advantages. Good condition in the market place is all these people will more reply on fast food rather to wait for the food in other restaurant or cook their selves at home because it can save a lot of time.

5.2.2 Changes in marketplace

Positive points

• People could not resist the good taste of fast food

• Fast food serves not only fast but can save time

Negative points

• Health problem is conscious

• Animal welfare issues

Chapter 6: Competitive Situation

Competitive Situation

6.1 Direct Competitors

6.1.1 A&W restaurant, Inc

Market Share	It operates with over 644 restaurants worldwide in 11different countries. In Malaysia there are total of 46 outlets can be found which some provide delivery services and some don’t
Product features	-Serves with hamburgers, hot dogs, signature A&W root beer, cheese curds, chicken
New products	Double fortune burger
Positioning	Brand Serving “All-American food”
Current and Past advertising campaign	Past: What’s your story contest2? - Write a short story or create a video to tell us what you crave for the most and stand to win exciting prizes including cash and goodies.  xxxtra long coney day combo – free second root beer xxxtra hot sauce combo – have it with your Hotdog Basic, then finish every bite and every drop of sauce with no intake of any liquids for 3 minute to win prizes simply xxxcellent golden aroma chicken combo – discount on new products Double your fortune with A&W - Eat as many Double Fortune Burgers as you can during the contest period, next Post us all your receipts as proof, together with your contact details and The person with the highest number of Double Fortune Burgers consumed wins a Pocket Bike! Current: Free Ang Pow containing Double Fortune Coupons worth RM1 with every purchase of any Double Fortune Burger Combo* Collect as many Ang Pow packets as possible and create your own Ang Pow origami. Take a picture of it, email it to marketing@rootbeer.com.my and you could win A&W Cash Vouchers.

6.1.2 McDonald’s

Market Share	There are more than200 restaurants located nationwide and is currently expanding at about 20-25 restaurant’s annually.
Products features Favorites:	Favorites: McChicken, Breakfast, Happy meal, Desserts, Beverages, Mcsaver
New products	Horlicks crunch Mcflurry, chicken muffin (breakfast), new fun size shake with chocolate, strawberry and vanilla flavor
Positioning	McDonald’s mission is to be our customers’ favorite place and way to eat – with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.
Current and past advertising campaign	Pass: -Fitness fun with Ronald McDonald event -2012 Olympic day fun run Current: -McValue dinner sets -free coca-cola glass celebrate the Olympics with McDonald’s by purchase any 18 meal choices with sundae or McFlurry -Ice age 4 exciting toys and collectibles with purchase of M happy meal -Buy 1 get 1 free for chicken foldover in limited time
Media expenditure	Spending RM 4261,000 on advertising and promotion
Advertising Schedule	To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions

6.1.3 Wendy’s

Market share	7 outlets were subsequently opened at IOI Mall Puchong, Jaya One, Jalan Sultan Ismail, Mont’ Kiara, Giant Kota Damansara, Aeon AU2 and Berjaya Times Square
Product features	-Serves with old fashioned hamburgers, chicken and wraps, salads, fries and sides, frosty, beverages, kids meal’s
New products	Berry almond chicken salad
Positioning	Advertise focus on the basis quality of food with the freshest ingredient that differentiated its brand just like the phrase "Quality is our Recipe on the logo
Current and past advertising campaign	Past: launched in 2011 alongside the introduction of the new "Dave's H "a'N Juicy" hamburgers, features the chain's namesake Wendy Thomas in some commercials Current: Since April 2012, Wendy's main ad campaign features Morgan Smith Goodwin as Wendy, as introduced with Wendy's new slogan, "Now that's better".
Media expenditure	Spending $283.4 million on media ads
Advertising schedules	Wendy's is the official sponsor of ESPN Football Friday every Friday during football season, getting fans ready with shows throughout the day previewing the upcoming college and NFL games. Also, Wendy's is the sponsor of the NBC Sunday Night Football Postgame show.

6.2 Indirect competitors

6.2.1 KFC

Market share	There are currently more than 500 outlets nationwide and still counting spread in 16 different regions.
Product features	-Original recipe fried chicken that contains secret blend of 11 herbs and spices -In the process of frying chicken, non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% cholesterol free was use.
New products	FC snack plate combo and FC dinner plate combo, KFC pokkits
Positioning	To be the leading integrated food services group in the ASEAN group which serves consistent quality products and excellent customer-focused service.
Current and past advertising campaign	Past: -Breakfast contest -Online voucher Current: -KFC flaming crunch -KFC pokkits combo -KFC lunch treats -Bargain bucket
Media expenditure	KFC had spent more than RM2 million on advertising and also promotion. All of this had include TV, radio and press advertising, outdoor, out of home media and in-store point if sales materials.
Advertising schedules	The "It's finger lickin' good" slogan originated in the 1950s. A viewer had complained after an advertisement featured someone in the background licking his fingers. Its star, a KFC manager called Ken Harbough, responded: "Well, it's finger lickin' good." The phrase stuck and went on to become one of the best-known catchphrases of the 20th century. The trademark expired in the United States in 2006, and was replaced in that market with "Follow your taste" until 2010. In 2011, the 50 year old "finger lickin' good" slogan was dropped in favor of "So good", to be rolled out worldwide

6.2.2 Kenny Rogers Roasters

Market share	Currently there are 77 outlets KRR found in Malaysia and it had total 37 numbers of locations worldwide.
Product features	All time favorites, healthy bites, Kenny chicken’s and greatest meal, lite & easy selections, freshen-up, sweet indulgence and tea time
New products	Kenny’s oriental chicken
Positioning	Happy healthy eating roasted chicken restaurant
Current and past advertising campaign	Past: -Roasted chicken run event -Wishing tree campaign -Public health talk 2010 Current: -Kenny’s breakfast from 8am to 10am daily, periods start from November 2011 till further notice -I love i.care campaign, encourage people to reduce, reuse, and recycle (Get i.care Box at special price of RM3 each for every Kenny's Greatest / Chicken Meal purchased and Get RM0.30 rebate for every i.care Box brought back to purchase a Kenny's Greatest Meal / Chicken Meal.
Media expenditure	-
Advertising schedules	-

6.2.3 The Manhattan Fish Market

Market share	Fish manhattan reputation still remains intact as one of the largest wholesales fish markets in the world over the past few years.
Product features	-Features starters, soups, salads, pasta, manhattan favorites, sharing platter, desserts and beverages
New products	No
Positioning	Having meals in a special skillet (instead of boring ol’ plate).Be pampered by our ultra-fi service. Each dining experience with us is just simply fabulous!
Current and past advertising campaign	Past: -Discount voucher Current: -Purchase any meal at RM16.90 to get a free soup of the day and bottomless fizzy drinks
Media expenditure	-
Advertising schedules	-

Chapter 7: SWOT Analysis

SWOT Analysis

7.1 Strength • Unique burger like the signature product whopper • Serve variety of side dishes • Different rapidly growing (18-34) consumer segment • Freshness and quality	7.2 Weakness • Do not advertise their product like other competitors do • Location • Weaker association with pre-teen • Non-halal for Indian races • Higher price compare to competitor
7.3 Opportunity • Customers that wanted to enjoy “King” service services • Hari Raya Puasa promotion • Celebrate together with Olympics	7.4 Threats • Competitor in market • Health concern among general public • Food costs are rising higher than standard inflation • Word of mouth • Bad rumors

Chapter 8: Strategic Target Audience

8.1 Primary Target Audience

8.1.1 DEMOGRAPHICS

Age	Adult from 19 – 25 years old
Genders	Male and female
Education	College, University
Occupation	Student
Allowance range	RM500 – RM2000
Race & ethnicity	Malays & Chinese
Geographic Location	Urban area

8.1.2 PSYCHOGRAPHICS

Perception	Teenagers that love to eat fast food especially burgers because of its taste. Teenagers that wanted a value menu and impatient to wait for their food
Learning	They learn from their friends, peers and internet
Motivation and needs	They need something that is fast and time saving Food which is not so expensive and yet delicious. They need a place to hang out or study during exam times and have something to eat in the same time
Attitude	Impatient, money saving, burgers lover
Personality	Up to date, trendy lifestyle
Lifestyle	Study student life, active

8.2 Secondary Target Audience

8.2.1 DEMOGRAPHICS

Age	Lower and middle class family from 30-45
Genders	Males & females
Education	Graduated
Occupation	White collar, workers
Allowance range	RM2500 – RM4000
Race & ethnicity	Malays & Chinese
Geographic Location	Urban area

8.2.2 PSYCHOGRAPHICS

Perception	Adult who think that time is very important. Wanted to spend their time eating together with family during weekend.
Learning	They learned from friends, peers and internet.
Motivation and needs	They need foods which serve fast in order to save time in their busy working life style. Foods that are not so expensive but yet taste delicious.
Attitude	Clean and net
Personality	Responsibility and discipline
Lifestyle	Working hectic life, taking care of family

Chapter 9: Research Development

Research Development

9.1 Marketplace research

BURGER KING® Cyberjaya

In order to achieve my purpose, I had visited to Burger King store at cyberjaya.The aim of the trip is to get more information on Burger king to find out the price and its placement in comparison with competitor. This is a great chance to know more about the brand that I research on. Nonetheless I also carry out an interview with the Burger king store manager, asking for more information about the stores and also business. Through the process I also brought myself a Burger king set for the 1st time to try out and reviewing purpose. Lastly I also had taken many photos of the store, products, and also the customer inside the store.

9.2 Market Observation

I not only want to focus on my own brand placement and product price. I had visit to others fast-food brand restaurant which had burgers as their main product to study their market situation. The picture below shows these restaurants which is McDonald’s, A&W, and Wendy’s.

9.3 Online Survey

I started the online survey with total of 49 participants.. This survey is creating to aim on the customer’s behaviour when purchasing of fast food products, customer perception towards Burger King Brand and also consumer preferences among in relevant market. After gather all the information, the results show that most of the people think that McDonald’s will give the best value with 71% over all the competitor include burger King which only got 2%. Moreover, there are total of 61% did not familiar with Burge King’s menu, this show that very lack of product and brand awareness. Same issue goes with got 51% only seen Burger King advertisement over the past 1 year whereas for those who didn’t event seen once got 29% also. Lastly 47% shows that the reason that stops them to visit to Burger King is the location and this is one of the biggest problem faces by Burger King as well. The survey question and results are shown as below:

This question will investigate on did the participants had ever been to Burger King fast food restaurant. The result show that there are 88% are yes, 12% are no and I’ve never heard of it and answer of other are 0%.

This question investigates the gender of the participants. Results show that 51% of the participants are female and 49% are male.

This question is investigated to classify the age group of the participants. It show that most of the participants are age 19-23 which covered 84%, Age 24-32 got 16% while Age 13-18 and Age 33 and above is 0%.

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The results show that most of the participant’s income is RM500-RM1000 which had total of 80%, 10% of participant’s income are RM2000 and above, participants income from RM1000-RM1500 occupying 6% and there is only 4% of participant’s which income is RM1500-RM2000.

This question is to find out the ethnic group of the participants. Readings show that most of the participants are Chinese which cover 63%, second most are Malay which is 31%, 6% of participants are Indian and there are no other ethnic group which is 0%.

This question is to investigate where the participants stayed. Results shows that most of the participants live in Selangor or Kuala Lumpur area which got 92%, 8% of them live in other places.

This question is to investigate on how often participant will consumed fast food in a month. The chart show that most of the participant will eat fast food once a month which occupying 55%, 33% of them will eat 2-3 times a week, never eat fast food contains of 6%, eat fast food everyday has 2%, consume 4-5times a week is 4% and no participant will take more than 5 times a week

This question is to studies consumer’s feedback on fast food restaurant that give the best value. The chat show that most of the people find that McDonald’s give the best, 12% agree on Subway, Poepeyes got 6% of the participant, 4% of the people choose KFC, while Wendy’s, Burger King, and other fast food restaurant is 2% and Marry Brown has the lowest vote as 0%.

This question is to investigate how the participant rates the foods of Burger King. From the chat above, rated food as average is the highest among the participants, with 41%. “4” have 33%, 14% goes to never try Burger King before, 6% to poor in food,4 % on “2” and 2% to good food.

This question is to find out how familiar are the participant with Burger King’s food menu. The reading show that 61% of the people are not familiar with it, 39% from the participant are somehow familiar and very familiar with the menu are none.

(People may select more than one checkbox, so percentages may add up to more than 100 %.) This question studies on the reason customer choose to buy products from Burger King. The result shows that 49% of the customers are just want to eat burgers. 17% will goes for the convenience, 13% has choose for the value menu, 10%from the participant had other reason, money saving has cover 8%. While there is only 3% choose Burger King for its desserts.

This question is to studies on participants’ opinion on Burger King as a family restaurant or not. Most of the customer choose moderate which got 51%, 19% from them are slightly agree. Meanwhile there are 12% which is slightly disagree and both 8% for disagree and agree together, Last strongly agree have only 2% and strongly disagree is 0%.

This question is to studies on how many times did the participant seen Burger King advertisement over the past 1 year. The chat show that 1 to 3 times is the most which occupying total of 51%. Besides that 29% did not seen any advertisement before, 4 to 6 times have 12% and lastly there is 8 % for them that had seen more than 7 times.

This question is to studies on the reason that stoping the participant from buying products from Burger King. 1^st of all location is the biggest issue which had 47%. Next price is the second high among the chat, with 27%. There are 10% for other reason and also not knowing their existence and the least is the reason of bad food which is 6%.

9.4 Interview

Due to some of the information hardly get from the media; I had arranged an interview with the burger king stores manager to get more information about the brand, products and its marketing.

Burger King Situation Analysis Interview.

Based on my interview result, the Burger King target audience is focus on malay and Chinese and it depends on the different area or state. Mostly is young adult and family category. Second, the main unique selling point for BK is focus on the quality. This can be show when some of the burger set are slightly expensive than others competitor and there are no refill for soft drinks as in McDonald’s because they want to show that their product is special and is not come in a cheap way. Thirdly, the other strength of the brand are the size of the burger, it is say that bigger than the competitor and the ingredient that use are all fresh. Forth, on the social network part is more focus on Facebook and every promotion new will be release on the wall. Finally there will be more outlets opening soon and it believes can solve the problems of “locations”.

Chapter 10: Precedent Studies

Precedent Studies

10.1 Advertising strategy

Current advertising strategies in promoting Burger King:

i. News update

ii. BK delivery services

10.2 Precedent Studies

10.2.1 Burger King

10.2.2 McDonald’s

10.2.3 Wendy’s

10.2.4 A&W

   

 

10.2.5 KFC

     

10.2.6 Kenny Rogers Roasters

      

10.2.7 The Manhattan Fish Market

     

Chapter 11: References

References

Burger King’s information

• (2012). www.CommercialAsia.com. Malaysia-Burger King Grill to heat up Malaysia fast food. [Online] Retrieved from http://www.commercialasia.com/news/3283/Malaysia-Burger-King-Grill-To-Heat-Up-Malaysia-Fast-Food

• Vincent L. Lacorte. (2011). Pdf case series. Social media and Burger King Brand. [Online] Retrieved from http://digitalstrategies.tuck.dartmouth.edu/cds-uploads/case-studies/pdf/6-0025.pdf

• Burger King Malaysia official website. [Online] Retrieved from http://www.burgerking.com.my

• Burger King Malaysia facebook page. [Online] Retrieved from https://www.facebook.com/bkmalaysia

• Wikipedia the free encyclopedia. Burger King. [Online] Retrieved from http://en.wikipedia.org/wiki/Burger_King

• Wikipedia the free encyclopedia. Burger King Products. [Online] Retrieved from http://en.wikipedia.org/wiki/Burger_King_products

Industry and Market information

• Gurufocus.com. 10 years of Financials of Burger King Holdings, Inc. (BKC). [Online] Retrieved from http://www.gurufocus.com/financials/BKC

• Rajiv Pradhan. (2011). www.scribd.com. Marketing strategy of Burger King.

[Online] Retrieved from http://www.scribd.com/doc/56213297/Marketing-

Strategy-of-BURGER-KING

• Habibah Abdul Talib and Khairul Anuar Mohd Ali. (2009) www.sciencealert.net. The opportunity and quality aspects. [Online] Retrieved from http://www.scialert.net/abstract/?doi=pjn.2009.507.517

• Malaysian investment development authority official website. (2012). www.mida.gov.my. Industries in Malaysia. [Online] Retrieved from http://www.mida.gov.my/env3/index.php?page=food-industries

Competitors’ information

• McDonald’s Malaysia official website. Menu and market. [Online] Retrieved from http://www.mcdonalds.com.my/

• Wikipedia the free encyclopedia. McDonald’s market share. [Online] Retrieved from http://en.wikipedia.org/wiki/McDonald%27s

• A&W Malaysia official website. Menu and story. [Online] Retrieved from http://www.rootbeer.com.my/

• Wikipedia the free encyclopedia. A&W market share. [Online] Retrieved from http://en.wikipedia.org/wiki/A%26W_Restaurants

• Wendy’s Malaysia official website. Menu and market. [Online] Retrieved from http://www.wendys.com/

• Google finance webpage. The Wendy’s company. [Online] retrieved from http://www.google.com/finance?client=ob&q=NASDAQ:WEN

Indirect competitors’ information

• KFC Malaysia official website. Menu and info. [Online] Retrieved from

http://www.kfc.com.my/main.php

• FindAssignmentTeam. (2008). Blogspot.com. [Online] Retrieved from

http://findassignment.blogspot.com/2008/05/kfc-marketing-plan.html

• Kenny Rogers Roasters Malaysia Official website. Menu and info. [Online]

Retrieved from http://www.krr.com.my/v3/index.php

• The Manhattan Fish Market official website. Menu and info. [Online]. Retrievd from http://www.manhattanfishmarket.com/my/menu-avenue.html

Chapter 12: Appendices

Appendices

Online survey Questionnaire

1. Have you been to Burger King fast food restaurant?

• Yes

• No

• I’ve never heard of it before

• Other

2. What is your gender?

• Male

• Female

3. How old are you?

• Age 13 - 18

• Age 19 - 23

• Age 24 - 32

• Age 33 and above

4. What is your monthly income?

• RM500 - RM1000

• RM1000 – RM 1500

• RM1500 – RM2000

• RM2000 and above

5. What is your ethnic group?

• Malay

• Chinese

• Indian

• Other

6. Where do you live?

• Selangor or Kuala Lumpur area

• Other

7. How often do you eat fast food in a month?

• Everyday

• 5+ times a week

• 4 – 5 times a week

• 2 – 3 times a week

• Once a month

• Never

8. Which fast food restaurant do you think give yout the best value?

• McDonald’s

• KFC

• Wendy’s

• Burger King

• Popeyes

• Subway

• Marrybrown

• Other

9. How do you rate Burger King’s food?

• 1 Poor

• 2

• 3 Average

• 4

• 5 Good

• Never try Burger King before

10. How familiar are you with Burger King’s menu selection?

• Not familiar

• Somehow familiar

• Very familiar

11. What would be the main reason you choose Burger King?

• To eat burger’s

• To have BK’s desserts

• Value menu

• Money saving

• Convenience

• Other

12. Do you view Burger King as a family restaurant?

• Strongly disagree

• Disagree

• Slightly disagree

• Moderate

• Slightly agree

• Agree

• Strongly agree

13. Roughly how many Burger King Commercials, billboard or online advertisement

have you seen within the past 1 year?

• 0

• 1 – 3

• 4 – 6

• More than 7

14. What issue that you think is stoping you from going to Burger King?

• Not knowing their existence

• Bad food

• Location

• Price

• Other