BTEC Level 3 Business Extended Diploma: Unit 5 International Business Assignment 3. Distinction criteria met. This Assignment is very well structured with easy to read subheadings and appropriate images. Using this Assignment as your template will ensure you attain Distinction. Please read the crit...
BTEC Level 3 Business Extended Diploma Unit 5 International Business Learning Aim E
INTERNATIONAL BUSINESS
ASSIGNMENT 3
Research Study of Burger King
This assignment will investigate and explain how Burger King products and processes have been
adapted for international markets and analyse the effectiveness of the strategies and resources used
to achieve this. In this assignment I will also evaluate the success of the strategies and resources
used by Burger King in one of its markets.
Burger King
Burger King is a fast-food chain. Burger King has restaurants and franchises across the world, with
over 17,000 restaurants in more than 100 countries. This global giant employs more than 1 million
people worldwide. Burger King serves 11 million customers a day, generating a daily turnover of £55
million. Burger King plans to expand even further by opening and operating in five more countries by
2025.
Burger King serves a variety of foods which they alternate with special promotions. Burger King is
famous for its ‘Whopper’ burgers which they serve alongside fries and a range of branded drinks
such as Fanta, Coca Cola, Robinson and Iced tea. Burger King also sells desserts such as Ice creams
and cookies. Normally Burger King menus are standardised and similar but this does vary depending
on which country the branch is located.
Burger King is a private limited company as people can buy shares of the company can be bought by
the public. Burger King operates in the tertiary sector because they sell their own products and own
restaurants. Burger King operates on an almost global basis with operations in six out of seven
continents. Countries in which Burger King do not operate in include Iran, Syria, North Korea and a
number of countries in Africa. Burger King supply chain OSI and Unilever, OSI is behind all of Burger
King meat supply’s Unilever is behind all of Burger Kings vegetarian food supply’s. OSI is one of the
largest private companies in the U.S serving the food and retail market. Unilever is a UK based
company and is a partnership company with burger King. Burger King is in the retail market as offer
services to the public.
Green is all countries which Burger
King operate in.
Red is all countries Burger king does
not operate in.
, BTEC Level 3 Business Extended Diploma Unit 5 International Business Learning Aim E
Product Portfolio
Product 1
The Whopper is Burger King’s signature hamburger. The Whooper was introduced to the Burger King
menu in 1957. The Whopper has undergone several reformulations such as portion resizing and
bread changes. The hamburger is well known in the fast food industry, with Burger King creating a
motto for it, "the Home of the Whopper". Due to its position in the marketplace, the Whopper has
prompted Burger King's competitors to try to develop similar products designed to compete against
it due to how successful the Whopper has been in the fast food market.
Whopper UK Indian whopper
Many Burger king processes and products have been adapted to better suit different countries and
cultures. For example, in India instead of the beef Whopper, Burger King serves the Chicken
Whopper, a poultry version of their classic burger. This is due to the Indian culture and their religion
Hinduism, which prohibits eating beef.
Product 2
Due to alcohol being one of the biggest markets in the US, Burger King made a strategic decision to
move into this space as a company. In 2008 Burger King teamed up with Budweiser, one of the
biggest beer companies in the US. The deal struck was for Burger King to sell Budweiser across all its
US branches. Burger King created a motto when the alcohol beverage was added to their menu, ‘The
Perfect Pairing.’ By adding beer to their menus, Burger King was able to increase its drink sales by 5%
in the US in 2009.
Beer sold on US Burger King Beer sold on Saudi Aribia Burger
menu. King menu.
Due to the drink sale increases in America, Burger King was keen to put beer on all its menus across
the world. They faced an obstacle with this in Muslims countries, the majority of which have a ban
on alcoholic drinks and prohibit any company to sell it in the country because of their religious
beliefs. Burger King had to adapt to this and did so by signing a deal with Big Drop Brewer to create a
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