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Swot Analysis of Burger King

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Transcript of Swot Analysis of Burger King

Swot Analysis of Burger King

Sherray Aiken
Jay Ann Gayle

What does the acronym SWOT means?
What is a SWOT analysis?
A SWOT analysis is a framework created in the 1960's by Albert Humphrey for identifying and analyzing the internal and external factors that can have an impact on the viability of a project, product, place or person. (Rouse 2013)
When do you use a SWOT Analysis?
A SWOT analysis can offer helpful perspectives at any stage of an effort. It may be used to:

Explore possibilities for new efforts or solutions to problems.
Make decisions about the best path for your initiative.
Identify your opportunities for success.
Determine where change is possible.
Adjust and refine plans mid-course.( A new opportunity might open wider avenues, while a new threat could close a path that once existed.)
Communicate your initiative or program
The Market Environment
According to Philip Kotler, “A company’s marketing environment consists of the internal factors & forces, which affect the company’s ability to develop & maintain successful transactions & relationships with the company’s target customers”.There are three levels of the environment, these are:
1. Micro-Environment (near environment)
2. Macro-Environment (external environment)
3. Meso-Environment
Burger King
Burger King, often referred to as BK is the second largest hamburger chain in the world.it was founded in 1954 by James McLamore and David Edgerton.

In 2005, The BURGER KING McLAMORES Foundation started, the philanthropic arm of the BURGER KING® brand, that strives to make a positive impact in local communities.

In 2006, Burger King Corporation Goes Public
Leaving the private sector, It became a publicly traded company.
These are resources and capabilities of an organisation that can be used as a basis for developing a competitive advantage. In this case:

Popular Brand Name
Brand Loyalty
Geographic diversification
Great tasting burgers
Strong brand equity
A “weakness” is a condition or a characteristic which puts the organisation at disadvantage. For example:
health conscious people
Reliance on so-called “Super Customers”
franchise management
Vulnerability to Labor and Regulatory Influence
An “opportunity” is considered as a favourable circumstance which can be utilised for beneficial purposes. Opportunities for burger king may include:
Opening more branches
Partner with a courier service to provide home delivery.
Create beef-free burgers
Create healthier items
A Change in the external environment may present threats to an organisation.For Burger King, these may include:
The government implementing laws governing fast food chain items such as Extra large soda
Threats from competitors such as Wendy's and Mothers who is now selling burgers
People deciding to cook at home as prices are rapidly increasing
Which is most important to the marketer
According to the business dictionary, "A marketer is a person whose duties include the identification of the goods and services desired by a set of consumers, as well as the marketing of those goods and services on behalf of a company."

Therefore, We believe that weaknesses is most important to the marketer as companies need to know where they are failing in order to turn those weaknesses to strengths for success of the business. When weaknesses are identified, Marketers will know how to address these weaknesses either by means of more advertisements, finding solutions to address the specified weakness, in order for the business to maximize profits and be successful
1. Kotler, Armstrong, Philip, Gary. Principles of Marketing. pearson education.
2. Kotler, Phillip and Gary Armstrong(2006), Principles of Marketing (Version 12/E). Pearson Education Inc. New Jersey
3. David, Fred R. (1993). Strategic Management, 4th Ed. New York: Macmillan Publishing Company.
4. http://searchcio.techtarget.com/definition/SWOT-analysis-strengths-weaknesses-opportunities-and-threats-analysis
5. http://www.mplans.com/articles/how-to-perform-a-swot-analysis/
6. http://www.bk.com/en/us/company-info/about-bk.html
7. http://www.businessballs.com/swotanalysisfreetemplate.htm
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