Burger King Case Study Essay

Burger king or McDonalds? In the United States, these deuce companies equally compete for consumers. Ameri thrones usually favor one company e realw here(predicate) the other or just choose to eat at whichever is much convenient to them. For the American people, Burger King is as common of a domicile name as McDonalds. However, in Japan, the Burger King brand is one that is non precise well know. Burger King has been severe to tap into the Nipponese securities industry for most time now. McDonalds, KFC, and Pizza Hut argon the leading abstain nutriment market chains as of today, but Burger King is rendering to make it into this region of the world. With U.S. markets bang upd, and the mad cow disease sc be deceleration sales of Burger King in Europe, it is so important for Burger King to saturate another market, Japan. Much research has been done to think of new and effectual ways to penetrate the Japanese market through marketing. Our group of researchers guard put together an in depth report on the issues inside the marketing of Burger King in Japan. They have discovered the main stimulate for this need in marketing and what take to be done to process Burger Kings marketing issues. Situation Analysis in that location atomic number 18 much a(prenominal) differences between eastern and westerly socialization regarding the eating house industry. In Western Culture space is much easily attainable. It is easier for new companies to fancy the market in the restaurant industry because it is to a massiveer extent accepting of diversity. aliment trends in this culture differ dramatically from eastern culture. In the western culture, significance of food is not greatly valued and is offered in penetration creating much(prenominal)(prenominal) bungle. The western culture is vast and heterogeneous. Many cultures are original creating a vast variety of fusion food sold here in the west culture. In restaurants a bigger variety of pol ar food can be found on the menu. In the eastern culture, food defines the culture. Each country has its own unique and heathenish dishes that signifies the past. The middle easts favorite top meat ingredient is lamb and it is substituted for beef. too most of the Middle East is Islamic so that means that many of the of their dietary rules are observed because of religious factors. In Asia, food and culture is divided into three main regions s forthhwest (India), southeast (Vietnam) and northeast (Japan). India uses more vegetarian ingredients much(prenominal) as beans, rice, and spices.Vietnam focus ones on stir-frying, steaming, or boiling when preparing their food. In Japan, many use the spices they used for their for religious ceremonies. Also in Japan, space is very limited due to overpopulation of people. The Japanese market is maxed out making it very challenging for new companies such as restaurants to enter the restaurant industry. To the Japanese consumer, the sig nificance of food is valued and they feel it is important to not waste it. The norm of their culture is to conserve and not let anything go to waste. nourishment is offered in depressed portions for this particular reason. Japan has a very kindred culture. They are set in the ways that they do things and dont deviate from their way of life. In Japans restaurant industry, it is more common to see rice and vegetables on the menu. In the case withdraw one of the reasons why Burger King is unsuccessful in Japan is because they are trying to push western culture in an eastern market. Burger King doesnt understand that they have to tailor their menu to meet the ask of the eastern pallet. They are not offering the foods that appeal to the people of Japan. There are number of other reasons why BK has not release successful in Japan Weak advertising.Upon researching commercials for Burger King in Japan, it is bare that their advertising doesnt appeal to their consumer market. Forcing higher prices than their competitor (McDonalds).McDonalds has been established for more than 25 years and is the most popular hamburger restaurant. Most consumers are price consciousThere is no market place for them because they harbourt completely established their brand. BK in Japan does not look like they have established any goals as to how they sine qua non to present their brand No differentiation among competitorsThey havent in full achieved brand recognitionTheyre trying to be an upscale restaurant which doesnt fit the market. Targeted market is too narrow only cater to a junior crowd They need to r distributively out to the elderly population. The cost of having flame broil grills is not cost effective. BK is hide the most unique characteristics because its too expensive to build it in front of the restaurant. The budget promotion costs are being  unnoted while opening too many stores. BK is just wants to try to take over the competitor market when in rea lity they are failing.Problem DefinitionThe problem with Japan is brand image. Burger King wants to fly off the handle without building a brand that the Japanese consumers are resulting to go by extra bullion for a burger. Analysis of AlternativesFocus on crustBurger King has stated that its main focus is producing traditional burgers. Instead of the regular(prenominal) two pickles and some ketchup, focus on the nutritional value such as fresh lettuce, tomatoes, onions, and pickles. Fix branding imageDifferentiate themselves as a more upscale restaurant A example, stop gentility of the staff and cleaner facilities. This may avoid burger wars. Appeal to younger multiplicationStudies have shown that the younger generation is leave aloneing to spend more money on nice things. Burger King should try to soft touch this market by becoming an upscale burger restaurant. Also, anime commercials may attract a younger crowd. Place flame broiled grills in front of store.With the bal l up restrictions are becoming more lenient, having customers visibly see how burgers are do will attract more customers and provide free advertisement just by word of mouth. Attract customers by smell.Venting the exhaust from the grill will release the smell of burgers cooking into the public. This could reach the customers 5 sense of smell, touch, see, taste, and hear. all of this elements could attract more customers to a delicious flame broiled Whopper. extend integrating Burger King into existing storesBuilding stand-alone restaurants is expensive. By adding small restaurants into high traffic areas (train/gas stations) it will be a great selling location because of the high volume of customers stopping and waiting. Also, land is so scarce in Japan, partnering will help minimize costs and provides a definite location for the restaurant. Adding Japanese influence into store.May become more relatable to the culture so customers will be dining in a comfortable environment. give away showsSponsor physical challenge show comparable to MXC (Most Extreme Elimination). Making the obstacle courses resemble Burger King. Example have some customers jump on Whoppers or placing the Burger King Emblem to help positively advertise working out with burgers. Themes in restaurantThe rock and crop theme is creative but the drawbacks are that theyll only be cognize as the rock and roll themed restaurant. A Burger King could be known as a themed restaurant by having different themes in each restaurant. One themed restaurant can have revolving carts where the consumers can sit surmount and just pick their order off a conveyor overhead right by their table. RecommendationTop Recommendation Ranking1. arrested development brand image2. Promote freshness of ingredients3. Adding flame broil grills in front of restaurants4. Integrate Burger King into existing stores such as gas station or train station 5. Focus on millennian demographic6. Promote Japanese culture in re staurants7. Spend more on promotional advertising8. Attract customers by smell9. Sponsor Shows10. Theme in different restaurantsSWOT AnalysisDuring the research it can be said that Burger King in Japan is trying their stovepipe to become a real competitor in the fast food industry. I believe that Burger King has the ability to succeed if only better decisions are made. It is evident that many BK restaurants are being demonstrable in a rapid amount of time. A Japanese motto wishing to eat the fugu, but wishing to live too states that Fugu is a delicious fish which has a poison in it which leads to death if eaten, so in order to eat it has to be prepared by a skillful cook who knows how to properly get rid of the poison. This proverb illustrates part when there is a bit of risk of infection in taking the accomplish and expresses concern about the outcome. In all seriousness, it is a risk to rapidly open BK restaurants without the concern of not reaching its potence goal of s ucceeding. Burger King Japan needs to sit down and focus on how they want to show the consumer what the BK industry is about. Next, corporate should analyze thinking outside of the box and adding more ethnic options instead of ass and beef. I have discovered that a black bun burger Kuno Burger has made its way to Japan. Further research on the success needs to be analyzed. Did the consumers like it? Did they know it existed? How did you advertise the sandwich? What will continue if you add rice dishes on the menu? Or fish sandwiches?Also, I believe a way to help Burger King find its bottom market is by asking individuals what they would like to see, taste, hear, smell, and touch. Maybe have more events and a taste testing between two competing burger restaurants. One target market can be tourists visiting Japan. Some tourists are stimulate to see that their comfort zone is all of a sudden changed because of cultural influences. McDonalds has successfully changed its menu to fi t more of the consumer needs which has proved to be the top restaurant to beat. Burger King needs to be more conscious of their tactics and build a better team to figure out how to attend to all customers from all around the world (whether the want something well-known(prenominal) or something new).In conclusion, Burger King has to reconsider its standpoint in Japan. It has proved to establish itself successfully in other countries. In the maxed out market economy of Japan, Burger King can has potential to grow. Corporate needs to mountain together to better figure out the brand image ahead expanding itself too thin.