Burger King Case Study Essay

Burger tabby or McDonalds? In the United States, these two companies equ eithery compete for consumers. Americans usually estimate one company over the different or just hold to eat at whichever is more than(prenominal) convenient to them. For the American people, Burger big businessman is as common of a household name as McDonalds. However, in lacquer, the Burger King brand is one that is not very well known. Burger King has been attempt to tap into the japanese merchandise for some time now. McDonalds, KFC, and Pizza army hut are the leading fast food trade chains as of today, but Burger King is attempt to make it into this region of the world. With U.S. marketplaces saturated, and the mad cow disease scare slowing sales of Burger King in Europe, it is so important for Burger King to saturate another market, japan. Much query has been through to think of new and effective shipway to penetrate the Japanese market through marketing. Our group of researchers reserve put to get offher an in depth report on the issues within the marketing of Burger King in Japan. They learn discovered the main cause for this train in marketing and what require to be done to solve Burger Kings marketing issues. function abridgmentThere are some differences among eastern and horse opera refinement regarding the eatery sedulousness. In Western Culture space is more easily attainable. It is easier for new companies to enter the market in the restaurant indus leaven because it is more accepting of diversity. Food trends in this last differ dramatically from eastern culture. In the western culture, significance of food is not greatly valued and is scoreered in access creating more waste. The western culture is long and heterogeneous. Many cultures are accepted creating a vast variety of alinement food sold here in the west culture. In restaurants a bigger variety of different food can be represent on the placard. In the Eastern culture, food defines th e culture. Each country has its own unique and cultural dishes that signifies the past. The middle easts favorite top mall ingredient is lamb and it is substituted for beef. a akin most of the Middle East is Moslem so that means that many of the of their dietary rules are observed because of sacred factors. In Asia, food and culture is divided into three main regions s appearhwest (India), southeast (Vietnam) and northeast (Japan). India uses more vegetarian ingredients such as beans, rice, and spices.Vietnam focalizationes on stir-frying, steaming, orboiling 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 significance of food is valued and they get it is important to not waste it. The norm of their culture is to conserve and not let anything go to waste. Food is offered in small portions for this particular reason. Japan has a very homogeneous 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 take rice and vegetables on the menu. In the case study one of the reasons why Burger King is hitless in Japan is because they are trying to push western culture in an eastern market. Burger King doesnt understand that they have to disregard their menu to meet the needfully of the eastern pallet. They are not fling the foods that appeal to the people of Japan. There are number of other reasons why BK has not become successful in Japan unclouded advertising.Upon researching commercials for Burger King in Japan, it is apparent that their advertising doesnt appeal to their consumer market. Forcing high prices than their rival (McDonalds).McDonalds has been establish 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 havent completely established their brand. BK in Japan does not look like they have established any goals as to how they want to present their brand No specialty among competitorsThey havent fully achieved brand recognitionTheyre trying to be an upscale restaurant which doesnt fit the market. Targeted market is as well as narrow only catering to a younger crowd They need to leave out to the older population.The cost of having flame broil grills is not cost effective.BK is hiding the most unique characteristics because its as well expensive to build it in front of the restaurant. The budget promotion cost are beingoverlooked while opening too many stores. BK is just wants to try to take over the competitor market when in reality they are failing.Problem DefinitionThe problem with Japan is brand image. Burger King wants to expand without building a b rand that the Japanese consumers are give to spend extra money for a burger. Analysis of AlternativesFocus on gewgawBurger King has stated that its main focus is producing traditional burgers. Instead of the typical two pickles and some ketchup, focus on the nutritional value such as fresh lettuce, tomatoes, onions, and pickles. Fix mark imageDifferentiate themselves as a more upscale restaurant A example, bring out training of the staff and cleaner facilities. This whitethorn ward off burger wars. Appeal to younger generationStudies have shown that the younger generation is willing to spend more money on nice things. Burger King should try to target 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 gas restrictions are becoming more lenient, having customers visibly see how burgers are made will attract more customers and provide part with reportment just by word of mouth. win customers by smell. waiver 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 scrumptious flame broiled Whopper. Continue integrating Burger King into breathing stores twist 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 brashness of customers stopping and waiting. Also, land is so scarce in Japan, partnering will cooperate minimize costs and providesa definite location for the restaurant. Adding Japanese bring into store.May become more relatable to the culture so customers will be dining in a comfortable environment. Sponsor showsSponsor corporal challenge show comparable to MXC (Most Extreme Elimination). Making the obstacle courses jibe Burger King. Example have some customer s jump on Whoppers or placing the Burger King Emblem to overhaul positively advertise working out with burgers. Themes in restaurantThe rock and roll theme is creative but the drawbacks are that theyll only be known 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 down and just pick their order off a conveyor belt right by their table. Recommendation efflorescence Recommendation Ranking1. Fixing 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 Millennial demographic6. Promote Japanese culture in restaurants7. Spend more on promotional advertising8. Attract customers by smell9. Sponsor Shows10. Theme in different restaurants thrum AnalysisDuring the research it can be said that B urger King in Japan is trying their best to become a real competitor in the fast food industry. I believe that Burger King has the faculty to succeed if only better decisions are made. It is evident that many BK restaurants are being developed in a rapid measuring rod oftime. A Japanese proverb want to eat the fugu, but wishing to live too states that Fugu is a delicious fish which has a envenom 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 situation when there is a bit of happen in taking the action and expresses byplay about the outcome. In all seriousness, it is a risk to rapidly open BK restaurants without the concern of not reaching its capability goal of succeeding. Burger King Japan call for to sit down and focus on how they want to show the consumer what the BK industry is about. Next, corporate should consider thinking outside of the box and a dding more cultural options instead of buns 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 happen if you add rice dishes on the menu? Or fish sandwiches?Also, I believe a way to help Burger King find its target 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 tour Japan. Some tourists are thrilled to see that their comfort zone is all of a sudden changed because of cultural influences. McDonalds has successfully changed its menu to fit more of the consumer needs which has proved to be the top restaurant to beat. Burger King needs to be more aware of their tactics and build a better team to figure out how to attend to all customer s from all around the world (whether the want something familiar or something new).In conclusion, Burger King has to regard 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 band together to better figure out the brand image before expanding itself too thin.