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A company self-examination. What are we known for? Who do we want to become?
In this assignment, you will create a Situation Analysis for the following companies / brands: Burger King which has been through numerous changes in recent years.
Use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company's Website, the course textbook, and other online sources.
Burger King Provided Information:
Burger King
History
Burger King Corporation, restaurant company specializing in flame-broiled fast-food hamburgers. It is the second largest hamburger chain the United States, after McDonald's. In the early 21st century, Burger King claimed to have about 14,000 stores in nearly 100 countries.
Persistently lagging behind McDonald's in sales and profitability, Burger King underwent many changes of ownership and corporate governance. In 1967 it was sold to the Pillsbury Company, which, in the late 1970s, brought in Donald N. Smith, a former McDonald’s executive, who revitalized Burger King by expanding the menu and tightening control of franchisees. Pillsbury was itself acquired by the British company Grand Metropolitan (Grand Met) PLC in 1989. Grand Met became Diageo PLC after its merger with the Irish brewer Guinness PLC in 1997. Diageo sold Burger King in 2002 to a consortium of private equity financiers, namely the Texas Pacific Group, Bain Capital, and Goldman Sachs Capital Partners. In 2010 3G Capital, an investment group controlled by the Brazilian billionaire Jorge Paulo Lemann, took over the company in a leveraged buyout. By 2012, Burger King shares were being sold to the public again, but 3G retained a controlling interest. Burger King Worldwide merged with the Canadian doughnut and fast-food chain Tim Hortons in 2014, and a new parent company called Restaurant Brands International was formed. In what some critics saw as a tax-avoiding "corporate inversion" move, Restaurant Brands International was headquartered in Oakville, Ontario, Canada.
A large hamburger called the Whopper is Burger King's signature product. The Whopper was introduced in 1957, at a time when its competitor McDonald's was still selling only small hamburgers. The chain took a new direction by adding hot dogs to the menu in 2016.
Template:
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Insert response]
What do the customers buy/use?
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What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
(For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.)
[Insert response]
Opportunities (Make sure you label why you call each item an opportunity):
1. [Insert response]
2. [Insert response]
3. [Insert response]
Threats: (Make sure you label why you call each item a threat):
1. [Insert response]
2. [Insert response]
3. [Insert response]
2. Company
This Section Discusses what the brand is currently.
Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?
List 3 Strengths (Make sure you label why you call each item a Strength):
1. [Insert response]
2. [Insert response]
3. [Insert response]
List 3 Weaknesses: (Make sure you label why you call each item a weakness):
1. [Insert response]
2. [Insert response]
3. [Insert response]
This Section deals with what the company/brand needs to become.
How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
[Insert response]
3. Context
Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand?
Political Environment: [Insert response]
Legal: [Insert response]
Economic: [Insert response]
Technological: [Insert response]
Societal/Sociocultural: [Insert response]
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them?
Current Partnerships and the discussion on them: [Insert response]
Proposed Partnerships and the discussion them: [Insert response]
5. Competitors
Who are the main competitors? Label and discuss the top three competitors and why you consider them a competitor.
Competitor 1: [Insert response]
Competitor 2: [Insert response]
Competitor 3: [Insert response]
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected? Discuss why you have created these strategies and why you think they should be undertaken and work for the business.
1.Recommendation #1 and the Defense of the Recommendation: [Insert response]
2. Recommendation #2 and the Defense of the Recommendation: [Insert response]
3. Recommendation #3 and the Defense of the Recommendation: [Insert response]
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