FIVE YEAR MARKETING PLAN

R Burger King Holdings, Inc.

Chan Chun Fai Allen Individual assignment

Table of Contents 1. Company Description

Burger King is the second largest fast food hamburger restaurant over the world and operates restaurants which are owned by the Company and by franchisees.
1 Burger King Corporation (BKC) was founded by cofounders James McLamore

and David Edgerton in 1954 when they opened the first Burger King restaurant in Miami, Florida. In 1966, BKC established its first international restaurant in the Bahamas. In 1969, the brand identity bun halves logo was set up and introduced its first campaign Have It Your Way in 1974. Furthermore, in order to satisfy the consumers on-the-go, BKC provided drivethru service in 1975. And Burger King Holdings, Inc. is formed on July 23, 2002.

2. Strategic Focus and Plan

This part includes three aspects of corporate strategy that affect the marketing plan: (1) the mission, (2) goals, and (3) core competence competitive advantage of Burger king.

Mission
The mission of Burger King is to prepare and quickly, courteously and accurately to sell quick fast food to satisfy consumers needs and provide cleaning environment better than the competitors. The company will continue to earn profit and take responsible for conducting business ethically, while giving opportunities of career advancement to the employees.

Goals
For the coming five years Burger king seeks to achieve the following goals:

Nonfinancial goals

To develop a new target market young lady To build company goodwill in the communities by taking the corporate responsibility

1 :http://www.sec.gov/Archives/edgar/data/1352801/000095012311027965/g26522e10vkt.htm

To provide more diverse or different set of products offering on the menu for consumers to select by every quarter To provide more health food or fresh and organic ingredients to our consumers at least improve 20% To own 50 more restaurants or franchisees in China with a huge population from year 1 to year5.

Financial goals

To increase sales growth from 2.2% in 2010 to at least2.5% in 2012 To increase combined net income from net loss $34.5 million in 2010 to break even or positive income in 2012 To increase the stock value starting from Year2

3. Situation Analysis
A SWOT analysis is one of the situation analysis methods to examine the strengths and weaknesses of a companys internal environment and the external environment analyzed by the firms opportunities and threats.

SWOT Analysis Strengths:

1. Well- known brand Burger King is the widely-recognized brand and the second largest fast food hamburger restaurant (FFHR) in the world as BKC owned or franchised 12251 restaurants in 76 countries and U.S. territories.

2. Experienced management team Burger King has an experienced management team in managing franchised and branded businesses such as John Chidsey The BKCs chairman. Also, the members of management team have worked in the other big companies and they are expert of managing. 3. Successful business model About 90% of BKCs restaurants are franchised because franchise restaurant can generate consistent profits to the company, as well as minimize ongoing expenditure or incremental expense to reduce the cost.

4. Marketing Burger King Corporation has successful marketing, for instance, BKC launched innovative and creative campaigns like Whopper Sacrifice campaign built in Facebook, and this campaign was success to draw the attention of consumers with 85 million media impressions.

-Picture of Burger Kings Whopper Sacrifice campaign

5. Partnership The successful partnering with George Lucas' Lucasfilm, Ltd. to promote the movie Star Wars in 1977 which brings a fervent response. Moreover, another partnership has been with 20th Century Fox's property The Simpsons that provided successful promotion by Simpsons Movie.

Weaknesses:
1. Disadvantage of franchise Although franchises seem to be good for the BKC, the defect of franchise is it will limit companys ability to facilitate changes in restaurant ownership, restraint firms influence over franchises. 2. Heavily concentrated in the US and Canada BKC owns 984 Company restaurants and 6,566 franchise restaurants operating in the United States and Canada which occupies about 65% in the operation.

3. Excessively rely on franchise BKC only own 10% restaurants and 90% are the franchises. Not enough corporately to own restaurants reveals it relies heavily on franchisees to execute its brand promise.

4. Product BKC provides flame-broiled hamburgers, chicken, French fries, soft drink and so on. However, people are more focus on healthy diet nowadays when BKC still provided less health food to consumers.

Opportunities:
1. Development of new product BKC can launch new fast food product that is made by healthy and fresh ingredients in emerging demand of healthy diet and provide new breakfast items to the consumers like adding Starbucks Corporation Coffee to all restaurants in U.S. 2. Demand is still increasing - Quick service restaurant sales have grown 3% over the past 10 years annually according to the NPD group, Inc. And this is projected to increase 3% annually between 2010 and 2015 by forecasting. 3. Expanding universal development increase number of the restaurants with significant growth potential like Brazil, UK, Spain. Also, BKC invests the place which offers high opportunities, for example, China, Hong Kong, Japan and etc.

Threats:
1. Competition pressure comes from the competitors like McDonald's or Wendys causing price-cutting. As the competitors have the high market share in Quick service restaurant. 2. Economy the global economy is still recovering and growing slowly, the situation hamper the companys financial development. 3. Changing consumers habits according to the NPD Group, people age 18 to 34(the target segment) cuts their consumption on fast food as the result of better health information and focus on low calorie.

4. Market-Product Focus
This section describes five-year marketing plan and product objectives for Burger King, then the target market and points of difference.

Marketing and Product Objectives:

Current Markets Current markets focus on achieving sales by enhancing

guest experience, in order to keep the consumers stay by satisfy their need. Also, reduce the waiting time of consumers to purchase the food is good for firms goodwill. New Markets By the end of Year 5, BKC will expand more number of restaurants in the potential areas like China and Japan. Also, BKC will operate more hours to compete with the competitors or even some store may open 24 hours in order to develop new markets to satisfy more consumers. Additionally, young women also are the new market for BKC in the next five year. New products Burger King Corporation will try to reach more organic farms or companies asking for provide more healthy ingredients to the restaurants to make new healthy fast food. These products will be brought to market in Year2 after 1 - year planning. - New products that made by fresh and organic vegetables, picture captured by stockpodium.com

Target Markets:
The primary target market for Burger King is age 18 to 34 males because they are the superfan that regular to have Burger King frequently about 9 to 10 times per month. Because they made up half of the chains business and they are not much concerning of healthy problem.

Point of Difference:
The points of difference can make Burger King unique characteristics superior than the competitors.

Unique advertisement other competitors focus on the products features and advantages when they are promoting. However, only Burger King focuses on consumers basic need hunger. Aren't you hungry? is the main focus of BKC to address the consumers fundamental needs.

5. Marketing Program
Product strategy

Burger King as a FFHR chain, it makes hamburgers, and Fries, Cookies, Pies, Onion rings, Coffee, Coke and so on. Burger Kings policy is have it your way which allows consumers order with different options including consumers can choose fries or onion rings for example. Burger King cooperates with the Starbucks Coffee Company and sells its coffee to BKC restaurants in U.S. Since 2010, more than 7,000 Burger King Restaurants will start to sell the coffee with a choice of plain, vanilla or mocha flavors and whipped toppings. Price Strategy

Burger King offering a $1 value menu like $1 double cheese burger promotion although some of its franchises complained this action will cut into profits. Burger King in order to complete to the McDonalds pricing strategy , it sells drinks for $1 in summer. Burger King offered consumer fast food at affordable prices as it developed a scalable and cost-efficient quick service hamburger restaurant model.

-Burger King offering a $1 DOUBLE CHEESE BURGER to compete with McDonalds

Place strategy

Burger King does not use the resources to spend like hiring location scouts to select a great location. Instead, they rely on McDonalds strategy to select the location that it opens near the McDonalds after they spend lots of resources to search the place. Also, Burger King offers hygienic environment, good atmosphere and superior service. Promotion Strategy

To encourage customers to show their talent that submit with the winning menu item, Burger King holds Big Value Menu $1 Talent Show. Burger King cooperates with Crispin Porter & Bogusk to design the advertisement to launch the popular products - the Tendercrisp Premium Chicken burger, the aim of promotion to encourage consumers to cheat on beef in March of 2010. -BKCs promotion is to encourage consumers to upload their video

6. Implementation Plan
Figure A Rollout Schedule to increase number of restaurants in China
new restaurants added in China 0 10 10 10 10 10 Cumulative Markets 19 29 39 49 59 69 cumulative % of EMEA company restaurants 7 7.7 8.47 9.32 10.25 11.27

Year Today(2011) Year1(2012) Year2(2013) Year3(2014) Year4(2015) Year5(2016)

The anticipated rollout schedule to increase the number of restaurants in figure A, Burger King opening restaurants in China at consistent rate to address and satisfy the target consumers.