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May ‗11
Burger King
International Business Project
DG KU ZURAIDAH BT AG. MAJID 11739
FATIN AMIRA HANAFIAH 12334
NOOR ZALIFAH MOHAMED 12468
TAHA NASIR 11744
AMR MAGDELDIN ABDELWAHID 9561
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TABLE OF CONTENTS
INTRODUCTION .......................................................................................................................... 3
BURGER KING INTERNATIONAL ............................................................................................ 6
BURGER KING IN MALAYSIA .................................................................................................. 8
Malaysia: Attractive Market Trend ............................................................................................. 8
Malaysia: High Encouragement from Government .................................................................. 11
Malaysia: Strong Financial Support ......................................................................................... 11
PRODUCTS AND BUSINESSES OF BK ................................................................................... 13
BURGER KING STRATEGIES .................................................................................................. 18
International Strategies ............................................................................................................. 19
Place ...................................................................................................................................... 19
Product .................................................................................................................................. 21
Malaysian Strategy ................................................................................................................... 23
Place ...................................................................................................................................... 23
Product .................................................................................................................................. 24
Promotion .............................................................................................................................. 28
WORST CHALLENGES/OBSTACLES FACED BY BURGER KING .................................... 32
Of Franchisees and Ownership ................................................................................................. 32
Of Marketing and Advertisement Dilemmas ............................................................................ 33
The Woes of Competition ......................................................................................................... 34
Of the King‘s Reign in Malaysia .............................................................................................. 35
REFERENCES ............................................................................................................................. 36
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INTRODUCTION
urger King Corporation (BKC), a global chain of hamburger fast food restaurants
started off in 1953 in the state of Florida in the United States. Before the
enthronement of the King, it was known as Insta-Burger, which was based in
Jacksonville, and due to financial issues faced by the founders, Kramer and Burns, it was sold to
its franchisees in Miami, whom gave the Burger a kingdom and thus Burger King was born. It
has been 56 years since David Edgerton and James McLamore had founded the newly-branded
franchise and today BK has over twelve thousand outlets in 73 countries.
In 1957, the sensational burger that became the major stakeholder in the variety of
burgers was introduced, they named it The Whopper. It became a hit and Burger King became
known especially for its flame-broiled burgers. Apart from the Whopper, BK offers a variety of
other products ranging from chicken sandwiches, salads, desert, beverages, sides, and now even
breakfast items. Nearly all of today‘s stand-alone BK restaurants have drive-through services
apart from the usual dine-in.
1959 brought about an expansion around the States and by 1963 it had its first foreign
restaurant in Puerto Rico. After 245 restaurants, BKC was sold to Pillsbury Company for furtherexpansion. After many years of expansion with Pillsbury Company, BKC came to a problematic
phase where it could not control its European franchisees well. Grand Metropolitan PLC stepped
into the picture and bought over Pillsbury Company and under their hood the European
domination started. They took over another chain of fast-food called Wimpy‘s and converted all
the chains into BKs. 1997 marked a major merger of Grand Metropolitan PLC with Guiness &
Co. forming the grand company, Diageo PLC, whom becomes a world leader in the food and
drink industry. After 15 years of British rule the King returned to the States due to BKC being
sold to 3 major companies; Texas Pacific Group, Bain Capital Partners and Goldman Sachs
Capital Partners.
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In 2006 the corporation went public due to the many problems faced by the many owners over
the past years and in 2010, 3G Capital; a Brazilian investment company, bought 90% of the
shares to become the owner of the corporation. Today BK is on the number 2 spot of the fast
food industry well behind McDonald‘s whom still has the most people ‗loving it‘. Figure 1.1shows the various countries that BK operates in today.
1954•James McLamore and David Edgerton establish Burger King Corporation.
1957•The Whopper is launched.
1959•The company begins to expand through franchising.
1967•Burger King is sold to Pillsbury.
1977•Donald Smith is hired to restructure the firm's franchise system.
1982•Burger King claims its grilled burgers are better than competitors McDonald's and Wendy's fried burgers.
1989•Grand Metropolitan plc acquires Pillsbury.
1997
•The firm launches a $70 million french fry advertising campaign; Grand Metropolitan merges with Guinness to form Diageoplc.
2002•A group of investors led by Texas Pacific Group acquire Burger King.
2006•BKC goes public on the NYSE
2010•BKC has new ownership, 3G Capital, a Brazilian investment group who bought 90% of the shares
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Figure 1.1: List of Countries of BK Operations
North America
•Canada
•Mexico
•United States of America
Latin America &Caribbean
•Argentina
•Aruba
•Bahamas•Bolivia
•Brazil
•Cayman Islands
•Chile
•Colombia
•Costa Rica
•Curacao
•DominicanRepublic
•El Salvador
•Guatemala•Honduras
•Jamaica
•Nicaragua
•Panama
•Paraguay
•Peru
•Puerto Rico
•St. Lucia
•ST. Marten
•Surineme
•Trinidad•Urugury
•Venezuala
Europe, MiddleEast & Africa
• AAFES Europe
• Andorra
•Austria•Cyprus
•Denmark
•France
•Germany
• Gibraltar
•Hungary
• Iceland
• Israel
• Israel
• Italy
• Malta• Netherlands
• Norway
• Portugal
•Spain
•Sweden
•Switzerland
•Turkey
•United Kingdom
•Bahrain
• Jordan
• Kuwait
• Lebanon
• Qatar
• Saudi Arabia
•UAE
Asia Pacific
•AAFES
• Australia
• China• Guam
• Hong Kong
• Korea
•Malaysia
• New Zealand
• Phillipines
• Singapore
• Taiwan
• Thailand
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BURGER KING INTERNATIONAL
On September 2, 2010, Burger King Holding Incorporated (BK) announced that they agreed to
be acquired by 3G Capital ( Burger King Corporation, 2010). 3G Capital bought BK for $4
billion (DREA, 2010).
It is one of the best opportunities to BK particularly when looking on BK‘s financial
condition. Bloomberg reported that BK has been facing a decrease on its sales growth for two
straight years as a result of U.S. economic slump (Stanford & Helm, 2010). Hence, it is believed
that 3G Capital will be able to support BK financially as 3G Capital is a multi-billion dollar,
global investment firm (LinkedIn Corporation).
Besides that, Tom Forte, an analyst from Telsey Advisory Group stated that the price
offered by 3G Capital is a good price wherein none is able to offer a higher price than the one
offered by 3G Capital (Baertlein, 2010). Stifel Nicolaus, a restaurant analyst of Steve West also
stated that BK will not be able to receive such good offer anymore (Baertlein, 2010).
In addition, with this acquisition, BK gained an opportunity to fix its business as BK is
becoming a public company. Analysts said that, going public would release BK from having to
worry about the need to please its shareholders while wanting to make any major changes in its
business - in contrast to how it was previously managed (Baertlein, 2010) (Wikimedia
Foundation Inc., 2011). Subsequently, BK will be able to focus on repairing its fundamental
businesses structures while continue to work on closing its gap with McDonald (Wikimedia
Foundation Inc., 2011). It is because, there is a huge gap between McDonald although BK is
place as second in world‘s hamburger chain after McDonald; McDonald is place as first in
world‘s hamburger chain (Brady, 2010). For instance, BK currently has 12, 174 restaurants
worldwide whereas McDonald has 32, 466 restaurants worldwide (Brady, 2010).
Other than that, BK is able to easily penetrate Brazil‘s market. It is because 3G Capital is
owned by the Brazilians (DREA, 2010). Hence, 3G Capital has experience and connections in
Brazil (Brady, 2010). BK can expand its business into Brazil‘s market while at the same time; it
is a one step to further in closing its gap with McDonald. This is of the reason that, many U.S.
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food chains including McDonald has difficulty in expanding their businesses to Brazil as it is
difficult to find qualified franchisees in Brazil (Brady, 2010).
Moreover, not only Brazil, BK is able to expand more of its business internationally. 3G
Capital announced that they are planning to build out BK internationally (DREA, 2010) (Heher
& Fredrix, 2010). 3G Capital is planning to open more franchises in Latin America and invest
more in Asia (DREA, 2010) (Heher & Fredrix, 2010).
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BURGER KING IN MALAYSIA
In December 1997, BURGER KING returns to Malaysia with a different management group that
operates under a new franchisee i.e. Cosmo Restaurants Sdn. Bhd. The first restaurant was
located at Overhead Bridge Sg. Buloh. It was officiated by the former Prime Minister i.e. Y.A.B
Tun Dr. Mahathir Mohamad. To date there are 22 restaurants in Malaysia, with more outlets
soon to come in the near future.
There are currently, 3 franchise holders in Malaysia. The largest operating restaurant is
managed by Cosmo Restaurants Sdn. Bhd. While outlets located in KLIA are under the
management of Dewina Hosts Sdn. Bhd, outlets in Sabah are operated by another franchisee,
Living Bread Sdn. Bhd. They have all been approved by the Jabatan Kemajuan Islam Malaysia
(JAKIM).
One of the franchisee of Burger King Restaurants in Malaysia, announced plans in 2009
plans to spend 27 million ringgit to open around 50 outlets throughout Malaysia in the following
five years. As many more fast food chains are opening up, BK is facing much competition and
has not been able to claim any spot in the top 5 list as yet due to its slow expansion in Malaysia.
McDonald‘s still rules the top spot followed closely by KFC.
Malaysia: Attractive Market Trend
The reasons below shows why there is an attractive market trend for franchising in Malaysia:
1. Great potential of growth for franchising industry in Malaysia
According to a report written by Digital Media Network Inc., franchising industry in Malaysia is
still in the early stage in which franchising indus try only contribute to 5% of Malaysia‘s annual
retail sales. The percentage is much lower than U.S. In U.S., franchising industry contribute to
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40% of U.S.‘s annual retail sales. The low percentage indicates that there is great potential of
growth for franchising industry in Malaysia.
Since franchising industry in Malaysia is still new and it has a lot of potential to grow,
Burger King can take this opportunity by entering Malaysia‘s franchising industry and gain
advantages by being one of the first-movers among the U.S. franchises that penetrate into
Malaysia‘s franchising market.
One of the advantages that Burger King can obtain by being one of the first movers is
that, it will be difficult for the latecomers to penetrate the market or even to surpass Burger King
because comparing to latecomers, Burger King already has its own loyal customers.
Then, if Burger King manages to conquer or hold the most percentage in franchising industryin Malaysia, Burger King can create a very strong barrier of entry to other foreign franchisees
that want to enter the industry. High barrier of entry will resulted in other foreign franchisees are
less likely to enter the market. Hence, Burger King is able to reduce the amount of its competitor.
2. Attractive profit is expected
There is relatively high purchasing power among Malaysian (Digital Media Network, Inc.).
When there is a high purchasing power among Malaysian, when a business want to sell
its products or services to Malaysian, Malaysian people are more likely to purchase the products
or services offered. Hence, when Burger King want to sell its products to Malaysian, most or all
Malaysian people are likely to buy Burger King‘s products. This indicates that Burger King can
gain profit by doing business in Malaysia.
Besides that, it is anticipated that target segment for U.S. franchises will continue to grow as
there will be a rise on disposable income among Malaysian (Digital Media Network, Inc.). When
there is a rise on income among Malaysian, purchasing power among Malaysian will increase.
This increases the amount of potential profit for any businesses in Malaysia too. Hence, if Burger
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King is to operate its business in Malaysia, Burger King will be able to get a hold on the profit
too.
3. Many individuals or local organizations are interested to be the franchisee
Many individuals or organizations in Malaysia are interested on the franchising industry in
Malaysia. Although the non-Bumiputras does not receive much financial support from the
government in regard to venturing into franchising industry, the non-Bumiputras still choose to
enter the franchising industry in Malaysia. It is because of the non-Bumiputras identify
franchising as an effective strategy for regional expansion (Digital Media Network, Inc.). Then,
local manufacturers also enter the industry in order to increase their business‘s profitability by
diversifying their operation (Digital Media Network, Inc.). Hence, although Burger King does
not want to establish its operation locally (in Malaysia), they can select one of the interested
individuals or organizations to be the Master Franchisee and let the Master Franchisee to manage
its business in Malaysia.
4. U.S. franchises has high popularity in Malaysia
According to the report written by Digital Media Network Inc., U.S. franchisees are very popular
in Malaysia in which 70% of the franchises in the franchising industry are U.S. franchises.
Since U.S. franchises are very popular and well-received among Malaysian, hence if
Burger King wants to operate its business in Malaysia, there will not be much problem
particularly on getting customer to like and buy its products. It is anticipated that Burger King
will be widely-received by Malaysian since Burger King is one of U.S. franchises and Malaysian
look highly on U.S. franchises.
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Malaysia: High Encouragement from Government
Starting from the year of 1992, Malaysia government began to promote franchising sector in
Malaysia. Then, since longer time duration (minimum is two years) needed in order to create a
successful home-grown franchises, Malaysia‘s government highly encourage U.S. franchises
particularly those with proven business systems and track records to establish their franchises in
Malaysia (Digital Media Network, Inc.).
Burger King is one of the U.S franchises and it has a proven business systems and track
record. Hence, It is anticipated that Burger King will be well-received by Malaysia‘s government
if Burger King decided to operate its business in Malaysia.
Malaysia: Strong Financial Support
Malaysia government offer significant financial and training support to Bumiputera who want to
venture into the sector. For instance, on the 8th Malaysian Plan which covered Malaysia‘s plan
for development from 2001 until 2005, government allocated RM100 million (US$26.3 million)to the Ministry of Entrepreneur Development (Digital Media Network, Inc.). The money
allocated is to be used to promote, market, train and finance the Franchise Development Program
(FDM).
Besides that, there are many financial assistance programs and facilities created under the
Ministry of Entrepreneur Development in order to promote franchising business in Malaysia.
The programs are mostly on providing financial assistance to those who want to start a business
on franchising. Moreover, foreign franchisors can get benefit from the programs too if the localpartner or its franchisee is incorporated in Malaysia (Digital Media Network, Inc.).
Burger King is going to receive the benefits from the program too if its local partner or
franchisee is incorporated in Malaysia. For instance, Burger King is eligible to receive financial
assistance from the selected organizations in Malaysia since its local partner or franchisee is
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incorporated in Malaysia. Hence, Burger King can be at ease as they can figure out from where
they can get financial assistance if they get financial problem
Other than that, not only Malaysia‘s government is the one who can provide financial
assistance to Burger King. Currently, Burger King Malaysia is being financially supported by
CIMB, one of the top banks in Malaysia.
Cosmo Restaurants Sdn Bhd (Cosmo) is one of the franchise holders for Burger King in
Malaysia ( Burger King Corporation, 2010). One of the best opportunities received by Cosmo is
by having CIMB Private Equity (CIMBPE) as its main shareholders. CIMBPE is one of the
divisions under CIMB Group whereas CIMB Group is the second largest financial provider in
Malaysia (CIMB Group, 2007). Basically, CIMBPE provides equity capital to companies that
seek for expansion capital, restructuring purposes and funding buyouts (CIMB Group, 2007).
On 2007, CIMBPE announced that they are going to provide more investment to Cosmo
in order to help Cosmo to expand its business in Malaysia, to refurbish the existing restaurants as
well as to optimize its capital structure (CIMB Group, 2007) (Kaur, 2008). On 2008, CIMBPE
already hold a 60% equity stake in Cosmo (Mark, 2008).
Director of CIMBPE, Darawati Hussin stated that CIMBPE decided to be the main
investor for Burger King because CIMB has always been attracted to the growth of fast food
sector in Malaysia (Musa, 2008) (CIMB Group, 2007). Besides that, CIMBPE find Burger King
as attractive and think that Burger King has a strong brand (CIMB Group, 2007). She also added
that they are hoping that the funding will facilitate Burger King to be one of the leading quick
service restaurant chains in Malaysia (CIMB Group, 2007).
As a result from the financial support provided by CIMBPE, Cosmo is able to open more
outlets. On 2008, there are already five round-the-clock Burger King Restaurants in Malaysia
with six are in petrol kiosks (Mark, 2008). Then, to date, Cosmo owned 20 Burger King Outlets
in Malaysia and among the three franchise holders, Cosmo is the largest franchisee ( Burger
King Corporation, 2010) (Kaur, 2008).
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PRODUCTS AND BUSINESSES OF BK
In marketing, product and services is defined as the physical/ tangible entity or services that
companies may offer to their customers, divided into three levels – core, actual and augmented
product. As for Burger King, meals served are the actual product. Their services are as the
augmented product and the satisfaction of having the meal is the core product. Since Burger
King has internationalized their business throughout the four region of the world, their products
differ from one country to another. The services might be slightly different from one country to
another as most of the giant fast-food chain did have their own Standard Operating Procedure.
Below are the partial lists of Burger King‘s product, differentiated by four regions.
Country Hamburgers
Unites
States of
America
Triple Whopper
with CheeseBacon Cheddar
Ranch
TENDERCRISP
Steakhouse ST
Burger
Whopper
Australia
Bacon Deluxe Angry Angus Single Aussie Whopper Whopper
United
Kingdom
Steakhouse
AngusChilli Cheese Melt
'n Middle
XL Bacon Double
Cheese BurgerWHOPPER
Table 3.1 BK Hamburgers
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Country Drinks
Unites
States of
America
Soft Drinks Shake Milk & Juices Hot & Cold
Coffee
Australia
Soft Drinks Shake Juices Coffee and Tea
United
Kingdom
Soft Drinks BK Shakes Coffee Tea
Table 3.2 BK Drinks
z Snack/Side Dishes
Unites
States of
America
Chini-Minis
French Toast Sticks
with Maple Syrup
Blueberry
Biscuits with
Icing
Cheese Bacon BK
Wrapper
Australia
French Fries Angry Onion M&M Minis
Storm
Flake Storm
United
Kingdom
Chilli Cheese Bites Hash Browns Mint Choc Swirl
6 Mini Pancakes
with Maple Syrup
Table 3.3 BK Side Orders
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Product variety
Burgers are among the main line up in westerner‘s daily menu. Unlike Asian, rice is their main
food. Hence, choices of hamburgers in Unites States and United Kingdom are much more varies
than in the Asia Pacific especially in Malaysia, Japan and Korea. While United States, Australia
and United Kingdom outlet offers more than 20 different burgers, Malaysia‘s Burger King offers
are only limited to 13 types of hamburgers. United Kingdom‗s also offers eight of its side dishes
and dessert compare to six offered by Malaysia‘s. Westerners prefer sweeter food as their desserts
hence the various ice cream and sundae offered. Compare to Malaysia, Burger King only offer
four types of its very delicious desserts. Same goes to drinks and desserts. In order to
internationalize business, one of the essential knowledge that Burger King possessed is the market
preferences of the host country Westerners may prefer hamburgers and pancakes as their breakfast
but not in Asia. United States, United Kingdom and Australia outlet did offer menus for breakfast
but not in Malaysia and Japan outlet. In additional, fast food chain is originated from the United
States of America – a western country thus increasing the competition of fast food restaurant in
the regions, resulting very competitive moves from other fast food franchisers by offering wide
range food and beverages.
Product Promotion
Burger King around the world has their own way in
promoting their product. . Burger King began airing its
first television commercial in 1958 and their first product
promotion, 'The Bigger the Burger, the Better the Burger,'
debuted in 1968. In 1974 the memorable 'HAVE IT YOUR
WAY' campaign was created. For decades Burger King
had used the ‗Have it Your Way‘ slogan. The slogan was to
convince customers that they can have their burgers as they
wish. In fact in United States outlet, they even allowFigure 3.1 BK Promotion Ad
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customers to choose how many pickles, onion or even the patties stack that they wish to eat.
However, nowadays not every outlet is implementing this marketing strategy such as in Malaysia,
Australia and United Kingdom. In additional, not every Burger King Outlet is using the slogan
today. In conclusion, Burger King‘s burger are not really can be easily customized. Customers c anhave their way only in the United States branches.
Burger King also claim their burger as a healthier burger as their patties were grilled
instead of fried. Based on their previous experience and today‘s healthier food demand, Burger
King‘s products wer e aimed to serve the demand. Like most of the restaurant industry, Burger
King is addressing health issues — accommodating the low-carb diets and offering more salads.
Besides the healthier food, they also provide nutritious facts for customers so that customers can
chose which burgers satisfy them the best. They call this as ‗honesty is the best policy‘ since they
will not hide the amount of calories contained in a single meal. The nutritious sheet was embedded
in their website and also Attached is the nutritious fact sheet from few Bu rger King‘s around the
world. Burger King also positively participate in the Kids Live Well initiatives by the United
States Non-Government Association (NGO) hence adding few more menu made uniquely for the
kids into its product line. For example, they have included the Fresh Apple Fries (not fried) to be
dipped with the caramel sauce. Burger King has recently reformulated their children's meals
chicken nuggets by including less sodium inside the food.
Figure 3.2 BK Flame-Grilled
Burger
Figure 3.3 BK Fresh Apple Fries
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Country Salads
Unites
States of
America
Tendercrisp Garden Salad Tendergrill Garden Salad Garden Salad
Australia Garden Salad Chicken Salad Veggie Patty Garden Salad
United
Kingdom
Garden Salad Flame-Grilled Chicken
Salad
Table 3.4 BK Salads
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BURGER KING STRATEGIES
Since Burger King is a restaurant which originated from Miami, Florida, we would look into
both the international strategy as well as its strategy to operate in Malaysia.
A better way to look into the many strategies that Burger King is adopting is to look into
the four elements of marketing, 4Ps – product, place, price as well as promotion.
Element Description
Product Physical product or service offered to the
customer. In the case of physical product, it
also refers to any services or conveniences
that are part of the offering.
Place Placement decisions associated with channel
of distribution that serves as the means for
getting the product to the target customers.
Promotion Related to communicating and selling to
potential consumers. Since these costs can belarge in proportion to the product price.
Table 4.1 Marketing Mix of BK
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International Strategies
Place
Franchisee
Just like any fast food restaurants, Burger King is also expanding its market through franchising.
It is even advertising its franchising interest on its official website, www.bk.com. Burger King is
considered to be an interesting business to venture in. Burger King backs every franchisee with
more than 56 years of innovation and achievements and a proven business model. They are the
right brand with the right formula for success and are performing at the top of its industry.
Burger King have more than 12, 200 restaurants in all 50 states and in 76 countries and
U.S territories worldwide. They support every franchisee by offering world class support
services, including training, operations and marketing. In 2008, Fortune Magazine ranked Burger
King Corp, among America‘s 1,000 largest corporations; Ad Week names it one of the three
industry-changing advertisers within the last three decades, and it was recently recognized by
Interbrand on its top 100 ―Best Global Brands‖ list.
More Burger King Branches in U.S. as well as all around the world would mean that
more people would be able to buy a Burger King product. Thus increasing the market for Burger
King Products.
To increase the number of Burger King Outlets, Burger King Corporation is currently
recruiting multi-unit franchisees. They are looking for candidates who can acquire multiple
restaurants and subsequently grow their business by developing new restaurants (Burger King,
2011).
Look of outlets
The Miami Herald reports that same-store sales in North America declined 6% in the first
quarter, and 3.6% worldwide (The Malaysian Insider, 2011). Thus the chain plans to upgrade the
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look of its restaurants with a sleek new aesthetic, anchored by a black tower that will give
locations more street-front visibility and more varied sitting options.
Figure 4.1 BK Outlet which stands out
Other Service
Besides that, certain international Burger King outlets provide other services to attract customers
to its outlet. An example is an outlet in Philippines which provides a place for its customers tocharge their mobile phones (Brian). At an era where mobile phone is one of those things people
don‘t leave home without, this is definitely a good idea to attract customers to Burger King.
Besides the good food, customers no longer need to fret when their mobile phones run out of
juice.
TowerBK‘s famous
crown
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Figure 4.2 Charging booth - Burger King Philippines
Product
Updates Menu
Besides making Burger King available to more people through franchising, Burger King also has
plans to launch a menu makeover. According to a report from the Miami Herald, the second
largest fast food hamburger chain in the world is testing out more than a dozen new products
across the US. They include items like mango and mixed-berry smoothies; low-fat vanilla parfait
with granola, raspberries, blueberries and blackberries; and oatmeal with dried fruit and maple
sugar.
The story revealed that Burger King will also be making a foray into healthy fast-food
options with a new chicken and apple salad with blue cheese and an Asian chicken salad with
baby edamame, red cabbage and sesame lime vinaigrette. The chain is also experimenting with
gourmet-styled sandwiches with a home-style burger on a brioche bun with thick-cut bacon,
romaine lettuce, and spicy new pepper sauce.
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Teaming up with Starbucks
Great news for Burger King as well as Starbucks lovers when Burger King announced that
Burger King Holdings Inc will sell Starbucks Corp‘s Seattle‘s Best Coffee at its U.S. restaurants
(Baertlein, Burger King to sell Starbucks' Seattle's Best Brew, 2010). This initiative will start in
autumn as Burger King revamps its morning menu as a respond to the successful launch of
McCafe coffee by McDonald‘s Corp.
The new coffee drinks come with optional flavourings and whipped topping will see for
$1 to $2.79. Seattle‘s Best will replace Burger King‘s BK Joe Brew which was introduced back
in 2005. When this joint venture was announced, Burger King‘s shares rose 0.7 percent, while
Starbucks gained 1 percent in the afternoon trading (Baertlein, Burger King to sell Starbucks'
Seattle's Best Brew, 2010).
Figure 2.3 The different Seattle's Best coffee at Burger King
Besides in the U.S., the serving of Seattle‘s Best at Burger King has extended to Burger King
Outlets in Singapore (Kpat, 2011).
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Figure 4.4 Breakfast meal at Burger King Singapore
Malaysian Strategy
Place
Franchisee
There are currently three Burger King franchise holders in Malaysia. The largest operating
restaurant is managed by Cosmo Restaurants Sdn. Bhd. and outlets in KLIA are under the
management of Dewina Hosts Sdn. Bhd. Meanwhile outlets in Sabah are operated by Living
Bread Sdn. Bhd. Thus, Burger King in Malaysia is generally handled by these three franchisees.
With this in mind, take note that not all strategies are being implemented by all outlets due to its
different owners. Thus, individuals trying to open a Burger King outlet in Malaysia may not have
an option to do so, unless one has the capabilities to operate multi-units at one go.
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Product
New Products
To ensure that Burger King in Malaysia can keep up with competitions from other fast food
outlets such as McDonalds and A&W, it also tries to
update its offering by creating new menus. New
available products at Burger King would ensure that
regular customers will not be bored of the items, and it
may also attract new customers to the outlet.
The latest addition for the Burger King in
Malaysia is the Spicy Tender Crisp Chicken Burger.
Succulent chicken fillet, tangy mayonnaise, fresh lettuce
and tomato slices sandwiched in between a corn dusted
bun. This particular item was made available starting
22nd July 2011 in outlets located in Peninsular Malaysia
excluding KLIA outlets.
Besides that, Burger King fans can no enjoy Burger King meals at more affordable prices
with the introduction of its new Burger King A4dables meals. These meals consists of the Spicy
Chick N‘ Crisp as well as the chick -a-licious Spicy Chick N‘ Crisp with Smoked Chicken Roll.
Prices for both items are ranged below RM10, which is considered cheap. And unlike rival fast
food outlets, these meals are available throughout the day, seven days a week.
Figure 4.5 Spicy Tender Crisp
Chicken Burger from Burger King
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Figure 4.6 Burger King's A4dables meals
Delivery Service
Burger King has also joined the hype by introducing its own delivery service. Initial stages
started earlier this year; covering areas around outlets in Masjid Jamek, IOI Mall and Klang
Bukit Tinggi. Now after a few months, Burger King has expanded its delivery service to six
different states and two federal territories (Burger King, 2011).
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Figure 4.7 Burger King Delivery service
Burger King‘s delivery service is available within the vicinity of those outlets stated in
Figure 3 from 11am to 11pm daily. With the exception of Majid Jamek, Alamanda, SunwayPyramid and Aeon Jusco Bandaraya Melaka which ends its delivery service at 10pm. The service
includes a variety of choice, namely Burger King‘s Value Meals which comprises of 16 different
burgers to choose from. If one is not up for a heavy meal, customers also have the the choice to
order snack sized meals as well other side dishes. They also provide meals that can cater for a
family or a group of friends to enjoy called the Buddy Meal 1 and Buddy Meal 2. Some of the
menus available can be found in Figure 6 below.
Negri Sembilan
• 9 Avenue,Nilai
Melaka
• Aeon JuscoBandaraya
Melaka
Penang
• Promenade28
Perak
• Jalan Gopeng
• Jalan Sultan
Azlan Shah
Kuala Lumpur
• Masjid Jamek
• KL Sentral
• Desa SriHartamas
Selangor
•IOI Mall
•MutiaraDamansara
•Shah Alam,Seksyen 13
•Bandar Bukit
Tinggi•Sunway Pyramid
•Setia Alam
Johor
• Jln Tun AbdulRazak
• UTM Skudai,Pontian
Putrajaya
• Alamanda
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Figure 4.8 Parts of Burger King's delivery menu
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Promotion
Over the past few months, we see competition between fast-food restaurants in Malaysia to gain
more sales in their particular outlet. Burger King is also adopting similar strategies.
Introduction of New Product
As can be seen in Figure 6, the
promotion includes two pieces of
Spicy Chicken Drummet for only
RM1.99 with any Value Meals
purchase of the newly introduced
Spicy Tender Crisp Chicken Burger.
RM1 Whopper
One of the most talked about promotions that was
conducted by Burger King was the one day offer to sell a
whopper for only RM1. The promotion was only made
available on the 6th October 2010. It was promoted in
major newspapers around Malaysia and news about the
promotion was circulated through blogs as well. It got so
much response from Burger King fans that they
experience an insufficient stock of RM1 Whoppers on 6 th
October 2011 (Rizal & Paiz, 2010).
Figure 4.9 Burger King promotion to introduce Spicy
Tender Crisp Chicken Burger
Figure 4.10 RM1 Whopper
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Beefy Monday
Mondays at Burger King are dedicated to Beef. Its BBQ
Beefacon Cheese Single is priced at only RM3.99 with every
medium carbonated drink purchased. This enables customers
who are a fan of this burger and those who aims to have stay
within budget while still enjoying a hearty meal to purchase
it. This also will increase its sales of this particular burger on
Mondays. It would also create a sense of awareness regarding
this particular burger in Burger King.
Whopping Tuesday
While Mondays are for beef lovers, Tuesday is dedicated to
Whopper lovers all over Malaysia. Customers are able to enjoy
double the taste of a whopper on Tuesdays when buying two
medium carbonated drinks and 1 whopper. Besides that, customers
can also save more than RM10 when purchasing the meal on
Tuesdays.
Chick Wednesdays
Wednesdays are also enjoyable at Burger King,
especially for those who love chicken. Two pieces of
Grilled Chicken are priced at RM9.99 with every
purchase of two medium carbonated drinks. Thus ensure
that customers would still have a chance of enjoying a
discounted meal on Wednesdays at their favourite Burger
King Outlets.
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Whopper Mania
Besides having daily offers like the one stated above,
Burger King also offers limited time offers like the one
stated in Figure 8. With every purchase of Whopper
Large Value Meal, one can get one Whopper Jr. for
free. The offer was introduced in February 2011 and
according to the caption stated below the poster which
was uploaded unto the Burger King‘s Malaysia‘s page;
it was available until the end of February.
This strategy will enable customers to always be alert
with any new Burger King offers to ensure that they do
not miss out on any interesting promotions.
Valentine’s Day
Burger King also joins in celebrations
such as Valentine‘s Day. The
promotion done was in line with the
celebration by providing free cheese
with every burger value meal purchase.
It was made available only on the day
before Valentine‘s as well as that day
itself. This would not only spread the
message of love, but also satisfy craves
of cheese lovers by offering either
American Cheese of Swiss Cheese.
Figure 4.11 Whopper Mania!
Figure 4.12 Happy Cheesy Valentine's
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Ramadan 2011
This Ramadhan, Burger King
also has promotions for
breaking of fast. As can be seen,
the promotion is targeted at
groups wanting to enjoy the
break of fast together. It can be
either the family or just a group
of friends. To ensure customers
at Burger King has a healthy
break of fast, the meal includes
burgers as the main course, fries
and onion rings as side dishes
and drinks. The meal is then
completed with Burger King‘s famous Hershey‘s Pie. The promotion enables customers to enjoy
Burger King during the break of fast at a cheaper price.
Figure 4.13 Ramadhan 2011 offer
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WORST CHALLENGES/OBSTACLES FACED BY BURGER KING
Since 1921, the dawn of fast food restaurants has been overwhelming and the change from
contemporary dining to fast food has been an adventure for many and as all new things will have
problems one time or another, Burger King (BK) has had its share of obstacles that it has faced
since its beginnings.
Addressing the most critical challenges, BK, putting in a nutshell, has had the most
feared problem that any company could face; administrative issues. Since BK first opened in
1953, it has had 4 owners due to the incompetence of the prior owners; finally in 2002 it went
public. Change of ownership many a time at this level is considered to be very unreliable and
unstable in the corporate world. The reason of change being mismanagement, inappropriate
marketing resulting in failure of sending out the actual message and finally disturbed franchisee
relations. Apart from internal issues, the most major external challenge it faced was poised by
fast growing competition from McDonalds. This was in the global marketplace, in Malaysia
itself BK started out in 1997 and since then expansion has been slow as compared to other fast
food chains, that itself is a major setback of BK.
Of Franchisees and Ownership
During the 1954-67 eras BK found itself on a rapid growth scale and by the time the company
was sold to Pillsbury in 1967, BK had become the third largest fast food chain in the USA. That
is when its problems first started out with its franchisees. Though the overall system of
franchising was a success no doubt, BK had failed to maintain its image consistently throughout
its franchising scheme, the main problems being the inconsistency in both food and service from
franchise to franchise. This was a major error in its scheme and thus resulting in customer
attrition. Franchisees had their own methods of conducting day-to-day operations and strategies
which basically overrides the parent company‘s operations. One franchisee had in fact reached to
such a level that they could go against the parent company and they did; in 1969 one franchisee
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in Louisiana had over a dozen BK in their control and went public under the name of Self
Service Restaurant Inc. within a year they were also in control of the Chicago market before the
parent company could even get their hands on it. They didn‘t stop there the franchisees went on
to control 351 stores by 1971 and were ready to fully takeover from Pillsbury, they made an offerwhich was turned away and in retaliation they went on to capture more BK stores and put them
under the name of Chart House. In the end Pillsbury sued the franchisees for a motive on
contractual right of first refusal to any sale. This suit was indication that a new management style
was necessary, one with more control over franchisees.
It was reported in the Wall Street Journal in 2004 that over the past 15 years, BK has had
9 CEOs and that 3 of its largest franchisees had filed for bankruptcy. With all the franchising and
multiple managements and styles, BK slowly lost its vigor and by 2002 it was merely known as a
company, it became just an idea existing in the corporate world disguising itself as a major
player in the fast food industry. It had become several stand alone units working on the sinews of
franchisees and surviving with their larders.
Of Marketing and Advertisement Dilemmas
Burger King signed on with Crispin Porter & Bogusky (CP&B), an advertising agency, and
started to see its sales increase with new marketing
strategies. That was but a mere day dream for BK as in
2009 sales dropped anchor in the middle of the ocean.
Till the 3rd quarter of 2010 sales were in negative
numbers falling 2.5% to $8.7 billion. Many have put
these as adverse effects of bad advertising and over-the-
top marketing campaigns. For example one of their ads
showed a Hindu goddess ―perched on a ham sandwich‖,
very well for cultural respect, ghastly it is to find out
their little understanding and appreciation for other
religions. Another ad they made which was noted to be
Figure 5.1
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disturbing to many people was aimed to appeal young men during the recession period as they
claimed that cheap is ‗chic‘ for those suffering f rom recession, thus referring to the particular
demographic group (Figure 5.1).
One TV commercial, though this time targeted for kids to buy kids meals, featured a
Nickelodeon cartoon character SpongeBob SquarePants, dancing with the King (BK mascot) to a
1990s hit ―Baby Got Back‖ surrounded by scantily dressed women whom danced shaking their
behinds, the song itself mentioning that the ―King likes square behinds‖. Parents were furious
over the indecent commercial and thus BK was under pressure, ironically BK and Viacom
(parent company of Nickelodeon) made claims that the commercial was for ‗adult‘ audiences.
Many proclaimed that BK had lost its aim on delivering the message in a cohesive manner and
rather did not deliver the message at all.
The Woes of Competition
While BK was suffering with internal issues of management and franchisees McDonalds on the
other hand was running the marathons till the end producing a winning sheet. In the US,
McDonalds has claimed the number 1 spot in the fast food industry with its sales and profits
increasing year by year. Thus it is BK‘s main rival and the funny thing is BK is number 2 in US
but is nowhere near the likes of McDonalds‘ success. Currently McDonald has over thirty-six
thousand outlets over the globe whereas BK has only around twelve thousand. In 2010
McDonalds‘ revenue was a staggering US$ 24 billion and BK‘s was only a mere US$2.5 billion,
a mountain of difference. The key factor behind McDonalds‘ success was its consistency in
managing the company and also its image. Its strategy on franchising was absolutely fabulous
and it enabled McDonalds to have a hand in operations of the franchisee, thus wherever one goesthe same service will be shown at any McDonalds‘ outlet. The marketing strategy or McDonalds
focused on ―Family Relations‖ and that was a hit which even played through recession as
compared to the young men target group of BK.
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Close behind BK is the upcoming fast food chain, Wendy‘s. With its increasing
popularity and cohesive marketing and advertising, Wendy‘s has a more stable and cohesive
approach as compared to BK. Though at number 3 spot, Wendy‘s is a major threat to BK in the
US and as experts say, BK might soon just lose its number 2 spot to Wendy‘s. Just these 2companies in comparison to BK has led us to observe that BK has tough competition some
which it cannot tackle in any way possible.
Of the King’s Reign in Malaysia
Burger King in Malaysia as mentioned earlier started out in 1997 and operates under a franchisee
known as Cosmo Restaurants Sdn. Bhd. and today it has around 20 restaurants all over Malaysia.
Burger King has faced problems in Malaysia too; firstly in 1999 there was a major boycott of BK
by Malaysians due to BK building a restaurant in Israeli occupied Palestinian territory. This
boycott itself ruined an image yet to build. BK has not caught the Malaysian audience as others
like KFC and McDonalds has. The competition is now too strong to overcome, thus BK chose a
more simple method by keeping the restaurants exclusive to certain areas. This though has
worked well; success rate is not based on exclusiveness but profits. In 2008 BK announced itwould open 50 additional restaurants within 5 years, it is now 2011, 3 years have passed and yet
we barely see 20 new restaurants let alone reach 50. This slow growth indicates BK‘s lack of
sales and perhaps even strategy.
Overall it is noticed that BK has major issues to deal with and as some have dubbed it a
‗problematic company‘. Since BK went public it has found new freedom to venture a round the
globe, yet BK is still lost in its own conscience. Sales and profits are on a verge of major decline
since 2009 and even in 2011 shows no sign of it rising up. Perhaps BK should revisit itsfoundations and find the root of the problems so that they may be addressed in order to achieve
more success in the future. As for BK in Malaysia, the only way would be to tackle KFC and
McDonalds and that can only be done by using the Malaysian mentality to its advantage and
create an aligned marketing strategy. It needs to increase in the number of outlets to increase in
sales and BK should start mixing new ingredients to suit the tastes of the Malaysian nation.
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REFERENCES
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[2] Baertlein, L. (2 September, 2010). Burger King agrees to $3.3 billion sale to 3G Capital . Retrieved
25 July, 2011, from REUTERS: http://www.reuters.com/article/2010/09/02/us-burgerking-
idUSTRE6801CB20100902
[3]
Brady, D. (8 September, 2010). The Challenges Facing Burger King Buyer 3G Capital . Retrieved25 July, 2010, from Bloomberg.Com:
http://www.businessweek.com/magazine/content/10_38/b4195018489726.htm
[4] Burger King. (2011). menu_PDF2. Retrieved 22 July, 2011, from Burger King:
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[5] Burger King. (2011). New Franchisee FAQ's. Retrieved 20 July, 2011, from Burger King:
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[6] CIMB Group. (26 November, 2007). CIMB Private Equity Invests in Burger King Malaysia.
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[7] DREA. (2 September, 2010). Brazilian-owned 3G Capital Buys Burger King. Retrieved 25 July,
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[8] Heher, A. M., & Fredrix, E. (2 September, 2010). Burger King Sold to Equity Firm 3G Capital $3.26
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stock_n_703526.html
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[9] Kaur, S. (20 October, 2008). CIMB Private Equity to provide more financing for Cosmo
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[14] Stanford, D. D., & Helm, B. (3 September, 2010). Burger King Agrees to $3.3 Billion 3G Capital
Offer . Retrieved 25 July, 2011, from Bloomberg: http://www.bloomberg.com/news/2010-09-
02/burger-king-to-be-bought-by-3g-capital-group-in-deal-valued-at-4-billion.html
[15] The Malaysian Insider. (4 June, 2011). Burger King planning whopper of a makeover . Retrieved
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makeover/
[16] Wikimedia Foundation Inc. (22 July, 2011). Burger King. Retrieved 25 July, 2011, from Wikipedia:
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