Burger King

5C ANALYSIS
GROUP: 4 (PGPM-PT)
About Burger King: Company

 Founded in Dec 4, 1954 in Miami, Florida US

 Second Largest Fast Food Hamburger Chain in the World
 13000+ Restaurants Worldwide
 90% are Franchise and 10% Corporate
 Slogan : “ Have it Your Way”
• Customized
• Customer Oriented
• Differentiation From Other Fast-Food Competitors
 Slogan : “ Have it Your Way”
 USP – Lot of Burger Varieties
5C Analysis: Category
 Franchise Driven India Fast Food Restaurant Industry Category
 Growing at Rate of 15-30% in last Years, Expected to Grow higher
than 40%
 Favorable Factors:
I. Rising Disposable Incomes
II. Changing Consumer Behavior
III. Youths New Aspirational Lifestyles
 Surge in the Number of Global and Local Players

Indian people are traditionally Particular about their food and are more inclined towards
home-cooked food, but now is moving towards globalization and the market is opening up
5C Analysis: Consumer

 Traditionally : Road Side Stalls & Shops , Home Cooked Food

 60% of the Population is between 25 and 40
 Youth is Aspirational about Food
 Seeks Quality Food and Healthy Food
 Huge Portion of Vegetarians in the Indian Population
 Health Concerns and Religious Beliefs
 Large Trend of Go Green among Consumers
5C Analysis: Competition

 Mc Donalds
 KFC
 Local Stalls
Competitor: Mc Donalds
 Presence in India Since 1996
 One of the Biggest Sellers in the Category
 Low Cost Menu – Widens Their Consumer Group
 Indian Style Products and Menu
 Variety and New Range of Products
 Serve no Beef or Pork, Focused towards Vegetarian Consumers
 Great Reach and Marketing
 Adapted to India Taste
 Price Player with wide Variety
 Now in Breakfast Menu also
5C Analysis: Channel

 Franchise Food Chain

 Around 100th Outlets Opened till Date
 Aims to Open more Outlets PAN India
 Online Ordering Options
 Started Delivery Options
 Burger King Outlets and Presence in Malls
Problem Statement

 Market Penetration
 To Compete with Existing Strong Players Like Mc Donalds and KFC
 To Establish the Brand as a healthy Player with a variety of Offerings
for all kind of Indian Consumers
Recommendation

 Diversify/widen product mix to address current product mix limits

 Increase service quality
 Improve products to address the healthy lifestyles trend
 Reduce Cost of Entry For Burger King Franchise