Research Methodoly Strategies Of Burger King

Exploring Burger King's Approach to Research Methodology

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Introduction Of The Marketing strategies are determined through the research methodoly considering the case company Burger King.

  • Burger King was established in 1964 as Insta-Burger King. This organization is an American-based chain of multinational restaurants of Hamburger fast food.
  • Burger King has headquarters in Miami-Dade, Florida, UK. Worldwide, Burger King has 15000 restaurants.
  • Burger King is 50% located outside the UK. In 2014 Burger King merged with Tim Hortons.
  • The total revenue of Burger King is 1.81 Billion US$. Burger King products are Hamburgers, French fries, salads, Milkshakes, Chicken, and Soft Drinks (Abratt and Bendixen, 2018).

Note: Marketing strategies are determined through the research methodoly considering the case company Burger King.

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Value, Vision and Mission

  • Value: Respect, Teamwork and Family, Excellence
  • Vision: Become the market leader in the QSR industry. To expand, use a franchise system, great people, and the best burger; to determine the nature of the business (Hamzeh and Bataineh, 2019).
  • Mission: Deliver relatively affordable quality food that is served quickly and attractive and clean nearby areas.

Note: The mission and vision statement of burger king follows excellent teamwork with the leadership and guidance of managers.

Business Model Canvas

  • Value Proposition

Helpful and reasonable protest fast food

Board menu contributions

  • Customer Segments



  • Customer Relationships

Fast service

  • Channels

Television and print media advertisements

Announcement signs

  • Revenue streams

Selling burgers and other inexpensive food items

Land for rent

  • Key activities

Crusades of forceful promotion

Creating an efficient breakfast menu

Restaurant renovations

  • Key resources

Machine for burgers

  • Key partners

Shareholders (mainly franchisees)

  • Cost structures

Restaurant renovations

Showcasing (Pandey., 2021)

Note: Business model canvas includes value proposition, customer segments, customer relationship and channels with revenue streams, key activities, key resources, key partners and cost structures.

Item advancement

Customer Segments Customer Relationship Value proposition Key Activities Key Partners
• Adults • Families • Male and Females • Affordable and convenient to customer • Wide level menu offer • Remodeling of restaurant • Create and loveable breakfast • Ad campaign invenstors
Key Resources Channels
• Print media and television • Digital sign
Revenue streams Cost structure
• Buying and sailing • Lease’s land • Product development and marketing

Note: This business canvas gives effectiveness to the key performance of the organization. The customer segments, customer relationship, value proposition, key activities and key partners are highlighted from the case company point of view. The resource stream and cost structure is also included in the business canvas Model.

LO 1 Different types of Strategy

Generic competitive Strategy (Porter's Model)

  • Cost Leadership: Cost leadership is the organization's primary generic competitive Strategy. According to Michael Watchman's concept, this generic competitive Strategy lowers expenses, which results in reduced costs (, 2019). Burger Ruler employs cost authority through cycle normalization to control expenses in light of economies of scale and error correction. In light of this generic competitive methodology, a significant monetary goal is to reduce working expenditures so that Burger King's things can be offered at lower prices.
  • Broad differentiation: Burger Ruler employs this generic strategy process by grilling burger patties. Similarly, Burger King's primary motto, "Have It Your Way", and current trademark "Be Your Direction", emphasize the company's broad disparity in providing flexible options to its customers. Free beverage toppings are also available in many Burger Ruler's restaurants (, 2022). Given this generic strategy approach, a critical aim for Burger King is to use such separation to draw in new clients, particularly in new company sectors where substantial adversaries are already settled.

Intensive growth strategy

  • Market Penetration: Market penetration is Burger Ruler's critical serious development system. This serious methodology aims to generate revenue from existing clients or marketplaces where the organization currently has tasks.
  • Market Development: The burger's second strategic growth procedure is market development. This advanced technique comprises joining new business sectors or focusing on new market segments to aid business development (Setyadarma et al., 2022).
  • Product Development: Product development is the least important of Burger Ruler's focused development strategies. This advanced system enables the firm to grow by introducing new products. Burger Ruler carries out this focused technique fractionally.

Strategic Management Framework

Marketing Approach:

BK's major goal is to build a strong brand image and awareness via the use of integrated marketing communication. BK targets men aged 18 to 35 who eat fast food nine to fifteen times per month. Their goal will be accomplished using traditional marketing efforts such as television advertising, print to dominate campaigns, and digital and interactive media such as their website, banner adverts, and newspapers.

Operational technique:

The objective of BK is to keep an up-to-date operational manual. Burger King, in response to McDonald's and KFC, is now offering the lowest value meal and studying methods to make more nutritional and appetizing food. The current objective of BK is to release a new sandwich each month. In addition, chirped grill strips are now available for youngsters, including small Angus.

Business Strategy:

The corporate strategy of Burger King is centred on the principle of "giving back." The firm strives to be a model of outstanding corporate citizenship. BK encourages community involvement and gives paid time off for full-time and part-time employees to volunteer. Instead, the major business strategy is to maximize "value for money" in order to provide greater customer service.

Employee attitude:

The BK employees take a direct approach. They believe that every employee has the ability and capacity to significantly benefit BK. BK's aim is to maximize each employee's ability to learn, grow, and adapt to the organization's ongoing change, given the significance of each employee's competence to its success. BK provides medical care, dental treatment, compensated life insurance, and accident benefits to its employees.

Note: Burger King uses broad differentiation as a further generic competitive advantage. According to Watchman's approach, this generic process requires developing distinguishing characteristics to differentiate the company from competitors.


Political Factors

  • Governmental assistance for globalization
  • Political stability in key business areas
  • Governmental assistance for online businesses

Economic Factors

Extending global economic transactions

  • The United States financial stability
  • High financial development in market creation

Sociocultural Factors

  • Increasing the range of buyers
  • Increased awareness of well-being
  • Increasing public support for fundamental entitlements

Technological Factors

  • Increased availability of computerization advancements
  • Increased visibility of versatile innovations
  • Low research and development activity in the fast food business

Environmental Factors

  • Changes in the environment
  • emphasis on business supportability
  • Low-carbon lifestyles are becoming more widely available.

Legal Factors

  • Import and commodities policy
  • GMO guidelines
  • Ecological insurance regulations (Almeida et al., 2021)

Note: The PESTEL analyses are done in order to understand the external environment of the organization for the future success. Pestel's analyses highlight the possibilities of transformation in the Company by considering the social, technological, legal, environmental, and economic factors. PESTEL analyses also help in the identification of effective planning for the organization.


  • Strengths

Worldwide Presence

Compelling methodologies

A strong diversification model

Various assortments

Contribution of creativity

Ingenious marketing

More grounded than the competitors

  • Weakness

Misleading promotions


Negative exposure and contentions

Low worth

absence of strength

  • Opportunity

Increase market presence

Increase the number of plant-based options.

Increase portfolio

concentration in emerging economies

Burger King is soliciting assistance from McDonald's.

  • Threat

Global recession

Firm rivalry

Increasing awareness of well-being

Strict guidelines

Homestead item prices are rising.

Global pandemic

Note: The above SWOT analyses give the review about the Burger king for the acknowledgement of threats and opportunities. SWOT analyses help in creating efficient and effective strategies for the company. The external factors determined by the SWOT give advantages to capture the customer needs of Burger King.

Porter’s Value chain

Primary activities

  • Inbound Logistics: These Burger Ruler practises involve assembling, storing, and dispersing the objects' commitments. It can include actual thing warehousing, material handling, and design to gather and store client data for a modernised media organisation (Harrington et al., 2017).
  • Operations: Strategies that assist the organisation in converting raw materials into finished goods. With the final goal of this article, the term is broad - it can include using client data to notify clients based on usage behaviour, moulding plastic to manufacture items, and so forth.
  • Outbound Logistics: Burger King does these tasks to distribute completed things to channel accomplices and final consumers. Handling, conveyance organization, planning, warehousing, wholesalers, and retailers' request fulfilment are examples of outbound logistics operations.
  • Support Activities :Burger King Support Activities are the ones that sustain the association's Essential Exercises. Doorman divided the Aid Exercises into four fundamental classifications. Each class of help workouts is distinguished into numerous unmistakable worth exercises well defined for Burger King's business.
  • Human Resources Management: In the HR environment where every association strives to become a learning association, the board is critical to the advancement of any association. HRM support tasks at the specialty unit and corporate levels include enrollment, ability appraisal, recruiting, selection, people planning, training and advancement, and compensation.
  • Technology Development: In modern business, innovation underpins nearly all actions. In the innovation business, innovation enhancement has become a source of competitive advantage.

Note: The value chain analysis has two sub-categories of activities – Supporting Activity and primary activity. Burger King has now recovered the majority of the cost of its inbound marketing campaigns. Field-testing, process design, part configuration, including plan, and innovation determination are some exercises that may be used to improve innovation at Burger King


The VRIO investigation evaluates assets and skills based on the following characteristics:

  • Valuable
  • Rare
  • Inimitable
  • Non-substitutable/organization
  • Note: The VRIO inquiry is a critical tool for inspecting and appraising an organization's assets and determining their advantage and seriousness. The fundamental instrument identifies a long length advantage for the organization by examining its internal assets and capacities, therefore supporting the organization with distinguishing its core abilities to be capable of cultivating a viable long-term advantage (Hamdhan et al., 2021).


  • Having a constantly changing administration is bad for business.
  • Stability is necessary.
  • Less emphasis on goals and objectives.
  • Unfavourable impact on brand image
  • The activity required constancy.
  • Failure to provide franchisees with vision.
  • Global presence can be boosted further.
  • The statement of purpose can be advanced further.

Note: The presentation gives detail overview with research methodology done on the company Burger King.


Abratt, R. and Bendixen, M., 2018. Strategic marketing: Concepts and cases. Routledge.

Pavlovskaya, N.A. and Katkova, N.M., 2019. GATHERING FEEDBACK AT MCDONALD'S: TIPS AND RECOMMENDATIONS ON SERVICE QUALITY IMPROVEMENT. In ??????????????? ? ?????????? ???????????? ? ??????? ??????????, ????????? ? ???????? (pp. 551-555).

Hamzeh, A.A. and Bataineh, A.Q., 2019. Exploring and Analyzing (Go) Decision for Burger Makers to Enter Singaporean Market. INTERNATIONAL JOURNAL OF ACADEMIC RESEARCH IN BUSINESS AND SOCIAL SCIENCES, 9(11).

Pandey, A., 2021. Risk Management in Restaurant Business during Covid-19 crisis.: Case study for a small Asian restaurant (X) in a medium-sized town in Uusimaa, Southern Finland.

Musonera, E., 2019. Merger of Burger King and Tim Hortons: analysis of marketing strategies in the quick service restaurants. International Journal of Strategic Business Alliances, 6(4), pp.267-283.

Ramazanov, S., 2022. Marketing approaches to increase sales in a coffee shop: case company: Frappua.

Setyadarma, B., Poernomo, T.T. and Putri, H.I.W., 2022. THE EFFECT OF RELATIONAL MARKETING ON CONSUMER SATISFACTION OF BURGER KING, WARU SIDOARJO. Journal of Industrial Engineering & Management Research, 3(3), pp.167-172.

De Almeida, L., Petrocian, L., Janowska, A. and Domalewski, P., 2021. Promotion and strategy of Burger King on the Covid-19 pandemic situation and its impact on customer behavior.

Harrington, R.J., Ottenbacher, M.C. and Fauser, S., 2017. QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of Contemporary Hospitality Management.

Al Hamdhan, R., 2021. Application of Emphatic Marketing Strategy at Burger King Company on Social Media Against Customer Engagement During the Covid-19 Pandemic. Jurnal REKOMEN (RisetEkonomiManajemen), 5(1), pp.73-80.

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