Đang tải... (xem toàn văn)
- Buger King is found in 1954 by James McLamore and David Edgerton in Miami, Florida, USA.- it is a global chain of hamburger fast food restaurant with 12,700 outlets in 73 countries, 95% are owned and operated privately (2012).
MARKETING MANAGEMENT Presented to: Assoc. Prof. Dr. Nguyen Xuan Minh SWOT ANALYSIS FOR INTRODUCTION Found in 1954 by James McLamore and David Edgerton in Miami, Florida, USA. is a global chain of hamburger fast food restaurant with 12,700 outlets in 73 countries, 95% are owned and operated privately (2012). Found in 1954 by James McLamore and David Edgerton in Miami, Florida, USA. is a global chain of hamburger fast food restaurant with 12,700 outlets in 73 countries, 95% are owned and operated privately (2012). BK Vietnam …. BK entered to Ho Chi Minh City market in late 2012. Owner of the BK franchise in Vietnam is the Blue Kite Food and Beverage Services Company Ltd. Now the numbers of outlet gain to 13 stores in Ho Chi Minh City, Ha Noi and Da Nang. Swot Analysis Strengths Strong recognized brand, global presence; Unique recipes with machine-paced assembly process; Quick service (“Three-minute service standard”); High social status by charitable contribution and services. Weaknesses Lack of control over franchisees and violence of quality standards; Narrow target segment and does not serve its purpose of attracting kids; Increasing vulnerability to Labor and Regulatory Influences. Swot Analysis (Cont.) Opportunities Threats Threats Continue to grow global business and continuous products and services expansion; Prosperous developing markets such as China, India, Brazil etc.; New partnership programs; Changing of lifestyles and habit. Lots competitors in the fast food industry; Decrease in consumers’ purchasing power; High concern in nutrition food; Cross-cultural differences. . MARKETING MANAGEMENT Presented to: Assoc. Prof. Dr. Nguyen Xuan Minh SWOT ANALYSIS FOR INTRODUCTION