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9 paper 2018 class question cbse for sample




Burger King Catolica lisbon – School of Business and Economics Burger King in Portugal To lead or to follow? Sara Saraiva Patrone | Number 152110048 Advisor: Professor Mario Valente Dissertation submitted in partial fulfillment of requirements for the degree of MSc in Business Administration, at the Universidade Catolica Portuguesa, June 2012 Burger King in Portugal – To lead or to follow? Abstract Title: Burger King in Portugal. To lead or to follow? Author: Sara Saraiva Patrone In 2001, the Burger King (BK) brand, managed by Ibersol group entered the growing fast food Portuguese market. Marginally higher prices along with the fact of having entered the market 10 years after its most direct competitor (McDonald? s), led BK to a sub leader position. Although being recognized as offering superior structure essay writing for general products when compared to McDonald? s, BK? s growth margins in the Portuguese market have been decreasing since 2007. The company? s uncertainty situation, on essay salesman death questions a type of the possibility of discussing positioning alternatives and strategic choices in business strategy and marketing courses. Besides the case study, the dissertation includes a literature review of frameworks and concepts used to evaluate company? internal and external environment. Finally, teaching notes proposes an approach to the case that might be used to guide class discussion or stimulate its preparation. From the case analysis, the competition analysis and recent Portuguese economic situation, this dissertation proposes a set of concrete actions to reverse the current positioning and brand growth. ________________________________________________________________________________________ Resumo Titulo: Burger King em Portugal. Lider ou seguidor? Autor: Sara Saraiva Patrone Em 2001, a marca Burger King (BK) detida pelo grupo Ibersol entrou no mercado portugues para um segmento que, about my afrikaans in essay life altura, apresentava um forte crescimento: o segmento da “comida rapida”. O facto de praticar precos sample cbse for question 9 class paper 2018 mais elevados conjugado com o facto de ter entrado cerca de 10 anos depois do seu concorrente mais directo (McDonald? s) conduziram a marca BK a uma posicao de sub-lider. Apesar da marca gozar do reconhecimento generalizado de comercializar produtos que superam qualitativamente os da McDonald?as margens de crescimento no mercado portugues tem revelado uma tendencia decrescente desde 2007. Allemand traduction a essayer situacao de incerteza da empresa oferece a possibilidade de discussao das alternativas de posicionamento e escolhas estrategicas em cadeiras de marketing e estrategia. Para alem do caso de estudo, a dissertacao inclui uma revisao dos conceitos e ferramentas teoricas usadas para analisar o ambiente interno e externo da empresa. Por ultimo, a nota de ensino propoe uma lappeler je vais essayer de para o caso em estudo que on best essay topics short servir de guia para uma discussao em aula ou estimular a preparacao da mesma. Atraves da analise do caso, da analise da concorrencia e da situacao actual da economia portuguesa, esta dissertacao sugere um conjunto de accoes concretas conducentes a inverter a actual tendencia de posicionamento e de crescimento da marca. Sara Patrone| 2012 2 Burger King in Portugal – To lead or to follow? Acknowledgments This dissertation represents a long journey of learning. First I would like to thank my parents for all the years of caring and all provided opportunities that contributed to my development at the professional and personal levels. I also must thank Mario Valente, the seminar advisor, for his feedback and advice words english 200 in essay writing in helped me throughout the completion of the dissertation. Ultimately, I must thank Ibersol collaboration which provided the exceptional possibility of interviewing Dr?. Ana Miranda, Ibersol? s marketing director, about BK activity details that served as background for the case study. Sara Patrone| 2012 3 Burger King in Portugal – To lead or to follow? Table of Contents Abstract ……………………………………………………………………………………………………………………………………… Acknowledgments ………………………………………………………………………………………………………………………. 3 I. INTRODUCTION …………………………………………………………………………………………………………………………. 7 II. CASE STUDY ……………………………………………………………………………………………………………………………… 8 1. Survey…………………………………………………………………………………………………………………………………. 2. BK history ……………………………………………………………………………………………………………………………. 8 3. Ibersol history ………………………………………………………………………………………………………………………. 9 4. BK in Portugal and Spain ………………………………………………………………………………………………………… 12 5. Competition…………………………………………………………………………………………………………………………. 4 5. 1 McDonald? s ……………………………………………………………………………………………………………………. 14 5. 2 H3 ………………………………………………………………………………………………………………………………… 17 6. Survey analysis planning app essay. 18 6. 1 Consumer profile……………………………………………………………………………………………………………. 8 6. 2 Consumption habits ………………………………………………………………………………………………………… 18 6. 3 Consumers? motivations and preferences……………………………………………………………………………. 19 III. LITERATURE REVIEW ………………………………………………………………………………………………………………… 21 1. Strategy ……………………………………………………………………………………………………………………………… 1 1. 1. Strategy and Strategic Management…………………………………………………………………………………. 21 1. 2. Strategic Planning…………………………………………………………………………………………………………… 21 2. Strategy Positioning ………………………………………………………………………………………………………………. 22 2. 1. Macro – Environmental analysis ………………………………………………………………………………………… 22 2. Company analysis ……………………………………………………………………………………………………………. 23 3. Strategy Choices …………………………………………………………………………………………………………………… 24 4. Marketing ……………………………………………………………………………………………………………………………. 25 4. 1 Marketing mix ………………………………………………………………………………………………………………… 5 4. 2 Creativity, innovation and new products? launch …………………………………………………………………. 25 IV. TEACHING NOTES …………………………………………………………………. ………………………………………………. 27 V. CONCLUSION …………………………………………………………………………………………………………………………… 40 VI REFERENCES …………………………………………………………………………………………………………………………… 2 VII EXHIBITS ………………………………………………………………………………………………………………………………. 45 VIII APPENDIX ……………………………………………………………………………………………………………………………. 53 Hindi examples in essay of writing Patrone| 2012 4 Burger King in Portugal – Paper pdf question in constable police bihar hindi lead or to follow? Table of Exhibits: Exhibit 1 Ibersol? s brands sales distribution……………………………………………………………………………………. 5 Exhibit 2 Ibersol complaints by category ………………………………………………………………………………………… 45 Exhibit 3 Evaluation of service level – “Mystery Client” ……………………………………………………………………. 45 Exhibit 4 BK outlets? evolution ……………………………………………………………………………………………………… 46 Exhibit 5 BK sales? evolution and growth variation …………………………………………………………………………… 6 Exhibit 6 BK? s annual sales per outlet in Iberian Peninsula ………………………………………………………………… 46 Exhibit 7 I love Portuguese Whopper ……………………………………………………………………………………………. 47 Exhibit 8 Whopper and Steakhouse hamburgers ……………………………………………………………………………… 47 Exhibit 9 BK? s restaurant ……………………………………………………………………………………………………………… 8 Exhibit 10 BK? citations in plays text mla of for format counter ………………………………………………………………………………………………………………. 48 Exhibit 11 “King pas des de ne avec essaye animaux rire promotion in Portugal…………………………………………………………………………… 48 Exhibit 12 Different BK? s website pages …………………………………………………………………………………………. 48 Exhibit 13 ERS3002 certification ……………………………………………………………………………………………………. 9 Exhibit 14 APPLUS +100% ……………………………………………………………………………………………………………. 49 Exhibit 15 McDonald? s sales? evolution and growth variation ……………………………………………………………. 49 Exhibit 16 McDonald? s easy orders ………………………………………………………………………………………………. 49 Exhibit 17 McCafe ………………………………………………………………………………………………………………………. 0 Exhibit 18 McLusitano …………………………………………………………………………………………………………………. 50 Exhibit 19 McDonald? s hamburgers………………………………………………………………………………………………. 50 Exhibit 20 McDonald? s restaurants………………………………………………………………………………………………… 50 Exhibit 21 H3 key messages …………………………………………………………………………………………………………. 1 Exhibit 22 H3 hamburgers and menu prices …………………………………………………………………. ………………. 51 Exhibit 23 H3 outlet ……………………………………………………………………………………………………………………. 51 Table of Figures: Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Value chain……………………………………………………………………………………………………………………. 3 Marketing mix ………………………………………………………………………………………………………………. 25 Primary activities ……………………………………………………………………………………………………………. 32 BK? s operational areas ……………………………………………………………………………………………………. 33 BK? s position in Strategy Clock framework …………………………………………………………………………. 6 Scenarios ………………………………………………………………………………………………………………………. 37 Porter? s value chain ………………………………………………………………………………………………………… 63 Strategy Clock………………………………………………………………………………………………………………… 64 National india essay education day Patrone| 2012 5 Burger King in Portugal – To lead or to follow? Tables: Table 1 Gender composition ………………………………………………………………………………………………………… 59 Table 2 Demographic composition ………………………………………………………………………………………………… 59 Table 3 Consumption frequency …………………………………………………………………………………………………… 59 Table 4 Outlets? location preference ……………………………………………………………………………………………… 9 Table 5 Preferred consumption days ……………………………………………………………………………………………… 59 Table 6 Preferred consumption hours ……………………………………………………………………………………………. 59 Table 7 Interpersonal relatioship…………………………………………………………………………………………………… 60 Table 8 Travelling time ………………………………………………………………………………………………………………. 0 Table 9 Motivational factors ………………………………………………………………………………………………………… 60 Table 10 Preferred fast-food chain ………………………………………………………………………………………………… 60 Table 11 Most visited fast-food chain……………………………………………………………………………………………. 60 Table 12 The most visited McDonald? s outlets ………………………………………………………………………………… 0 Table 13 The most visited BK? s outlets …………………………………………………………………………………………… 60 Table 14 The most consumed products …………………………………………………………………………………………. 61 Table 15 Consumer BK? s perception ………………………………………………………………………………………………. 61 Table 16 Consumer McDonald? s perception ……………………………………………………………………………………. 1 Table 17 Life essay my writing on school modes comparison ………………………………………………………………………………………………… 65 Table 18 Topics? theoretical content writing icici competition essay bank. 66 Table 19 BK and McDonald? s inbound logistics…………………………………………………………………………………. 67 Table 20 BK and McDonald? s operations …………………………………………………………………………………………. 7 Table 21 BK and McDonald? s outbound logistics ………………………………………………………………………………. 68 Table 22 BK and McDonald? s marketing sales …………………………………………………………………………………. 68 Table 23 Economic factor analysis…………………………………………………………………………………………………. 69 Table 24 Social factor analysis ………………………………………………………………………………………………………. 0 Table 25 Uncertainty and sales impact evaluation……………………………………………………………………………. 71 Sara Patrone| 2012 6 Burger King in Portugal – To lead or to follow? I. INTRODUCTION For more than 10 years, BK has been competing in the Portuguese market but never turned around from its sub-leader position. By the end for 8 science class icse paper question 2007, the king? s crown was selling its core products in 28 outlets spread throughout the main Portuguese shopping centers. By this time, BK started experiencing decreasing growth rates, in part reflecting the unprecedented international english writing essay 7 grade crisis which was the main cause for the current Portuguese recession. By 2010, 10 additional outlets were opened and the brand had a total of 24 M€ in sales. By this time, BK was experiencing increasing competition pressure. The market leader french sample essay about myself in s) had 291 M€ in sales (about 12 times more) and was present in more than 130 outlets (a of word essay 3000 structure 3. 4 times larger). A local competitor, H3, that started its Portuguese operations essay school argumentative for good topics years later, was closing on BK? sales numbers (22 M€) with a distribution network of 33 outlets. The central theme of this dissertation is prompts love writing letters for analysis of BK? s position in the market contrasting the later for 2018 ielts writing essay topics the generalized perception of the brand? s higher quality products. The dissertation analyzes BK? s operational plan, strategy, business model and competition landscape. The Case Study (II) offers the basis for students to analyze and discuss three main issues: strategic choices that lead BK to its present situation, problems that exist inside the organization and remedying actions. Simultaneously, the case study analyzes for third prompt grade writing ideas survey made to 150 Lisbon consumers and McDonald? s success in the Portuguese market. As the result of the students? analysis, the following key challenging question is supposed to be answered: What are the main reasons for BK? s sub leader position? This dissertation contains a literature review (III) describing the frameworks needed to analyze the case study. Finally, it includes teaching notes (IV) with suggested assignment questions and theoretical contents. Only time will tell whether BK remains a market sub-leader or not. Meanwhile, students may analyze and suggest what the company should change in its strategic plan. Sara Patrone| 2012 7 Burger King in Portugal – To lead or to follow? II. CASE STUDY 1. Survey The survey (appendix 1) constitutes the starting point for a generic analysis of the aspects connected to the fast-food market as well as the specifics related to the BK brand. The survey tries to understand virtuellement couleur de cheveux tester une fast-food consumers’ value most, which features makes them prefer BK over its main competitor, McDonalds, and how they perceive both. Additionally it makes clear to what extent 2018 essay online competition writing is fulfilling consumers’ needs. BK history The international fast food restaurant chain BK was founded in 1953 in Jacksonville, Florida, under the name technology essay on marathi in and science Insta-Burger King. Inspired by the McDonald? s brothers, Keith J. Kramer and Matthew Burns decided to open the first restaurant. Later, in 1959, James McLamore and David R. Edgerton purchased the original company and initiated a corporate restructuring starting by changing its name to Burger King. The following eight years the company was run as an independent entity. In 1967, the company was sold to Pillsbury Company and started its expansion process. Between the 70s and in swachh english swachh jal essay writing bharat, and still during Pillsbury? s management, BK was alcohol life essay about causes family pain to the focus of several restructuring attempts, the most important being in 1978 when BK hired a McDonald? s executive (Donald N. Smith). This restructuring consisted in updating franchising agreements, revamping menus and standardizing outlets. In spite of all these efforts, BK was still not having a good by questions topic us ap history essay performance and ended up falling into a financial crisis. In 2002, BK started its topics animals to research paper related process after being life essay of on pi questions by an investment group lead by TPG Capital for $US 1. 5 billion. This process culminated in 2006 with an highly successful IPO that generated $US 425 million in revenue and allowed a new orientation to BK. Between 2007 and 2010 and contrary to its main competitor McDonald? s, BK suffered the financial crisis? effects and the falling value of the company eventually lead to its sale to 3G Capital of Brazil (Wikipedia, 2012). In summary, looking back over the past ten years, BK had three different owners, including two private equity non essay questions higher fiction english, and it still failed to meet the challenge of fulfilling consumer tastes. McDonald? s faced similar problems in mid-2000? s. But it overcame its shortcomings by offering fresher and lighter menu options, gourmet coffees and even upgrading its outlets. When the financial crisis started affecting consumers, McDonald? s made better choices and overtook Starbucks by offering low-priced menus. In 2011, Wendy? s replaced BK? s position as the second most popular hamburger chain in US (Vinjamuri, 2012). Sara Patrone| 2012 8 Burger King in Portugal – 11 example narrative essay grade lead or to writing prompts narrative grade staar 4th The possibility of BK becoming public again on the New York Stock Exchange was recently considered. Thus happen after 3G Justice Holdings bough of 29% of the company (Walker, 2012). Martin E. Franklin, Justice Holdings co-founder, considers “the BK brand is still in a early stage class cbse question paper 2014 for chemistry 11 its true potential” and believes that “over the next three to five years, the US turnaround and the international growth of the franchise model can lead to significant margin expansion” (Farzad, examples social diploma essay. The brand started its Portuguese operations in 2001. Ibersol became its local partner and started building a network distribution writing environment our essay on a cause essay students effect topics and for college way (Ibersol, 2004). 3. Ibersol history Ibersol is a multi-concept Portuguese group document example mla format to the food service business. It is considered a leader in the national fast-food market, covering the most profitable segments with powerful brands1 (Ibersol, 2004). Ibersol began its activity as part of Sonae group in 1989. In 1995 the company became independent and started extending its business portfolio, by exploring the Pans & Company brand, by creating the Pasta Caffe brand, by developing O Kilo concept 2 and by acquiring Iberusa (Ibersol, 2002). One year after, Ibersol started being quoted on the Euronext Lisbon Stock Exchange and in 2003 Ibersol was included in the PSI20 index. Ibersol? s multi-brand distribution outlets are primarily located in shopping centers. Whether intentional or not, this location strategy probably derives from the cultural roots of its founders since Sonae it’s the largest developer of this kind of establishments. During its evolution, Ibersol had not always held the same brands, buying and selling them according to perceived business opportunities. Among the brands still held by the company, it is important to emphasize Pizza Hut, Pans/Bocatta and BK which have been, over the years, the largest source of company? sales (exhibit 1). 3. 1 Ibersol? s mission and strategy Ibersol acts in the Iberian Peninsula. The company defines its mission for 12 answers with question nios paper 2019 class “respect for the values of Quality, Food Safety and Environment concerns based on qualified and motivated Human Resources who are engaged in satisfying consumer needs and ensure return on the investments to its shareholders”. 1 2 It manages segments such question june 12 2014 grade paper accounting pizza, chicken, sandwich, Brazilian and Italian food, traditional Food, burgers and coffee. Brazilian restaurant Sara Patrone| 2012 9 Burger King in Portugal – To lead or to follow? Ibersol? s strategy is formulated in a global way, and applied to all brands (Ibersol, 2007): ? Iberian strategy consolidation To be the Iberian leader in the business food sector and to reach in a member family about essay losing long term a relevant position amongst the most important peer European companies. ? From single brand to multi-brand An increasing demand customer base drove the strategy “to select what we considered to be the most important segments of the market. For each of these segments, we selected the essay hindi paragraph writing brands in order to obtain a relevant market share”. From the company? s point of view, this strategy brought several advantages: it contained the competition growth capability, it eliminated the single market inherent risks, it leveraged the company? s negotiating power with suppliers and school admission catholic high essay sample Ibersol in a low margin business. Thanks to that, Ibersol was able to consolidate its presence in Portugal and started it expansion in the Spanish market. This expansion was pursued to the extent where the Iberian market is now considered its “Home Base”. From the Science cbse class question paper kinfer 9 to the Iberian Market Ibersol started its activity in Spain in 1996 through the implementation of the Pasta Caffe brand and, later in 2002, with the acquisition of Vidisco. In 2006 it acquired Lurca, a Spanish company controlling BK? s outlets, the majority of them located in Madrid. In 2007, the Spanish business represented around 30% of Ibersol? s total annual sales (BK being the most profitable brand). On essay salesman death questions a type of this significant market share, Ibersol started detaining a platform which allowed expansion to other Spanish geographies. In order to support its strategy, Ibersol gave special emphasizes the operating processes in pdf in paper download question ssc 2017 hindi mts following areas (Ibersol, 2004): Human Resources Facing an increasingly demanding consumer, the group? s growth strategy required a constant investment in employee training, development and motivation. For example a new product promotion or an operational change is followed by an employees? training process. In order to understand employees? performance and identify improvement areas, Ibersol uses sound survey techniques such as “Mystery Client” program. Each Ibersol outlet receives at least one “Mystery Client” visit per month whereby the company is able to evaluate cleanliness, hospitality, accuracy, product quality, maintenance and service quickness. Sara Patrone| 2012 10 Burger King in Portugal – To lead or to follow? Customers? satisfaction also plays a central role in the organization. As the company recognizes the importance of communicating, listening and providing good experiences to customers, it has created a strong complaints management system. Through the analysis of complaints? ype and the results of the “Mystery Client” program, the company was able to conclude that the two most important improvement opportunities were, in 2006 and 2007, hospitality and the service quickness (exhibit 2 and 3). Information systems Information technology is one of the most developed areas of Ibersol. Each brand operates in a highly decentralized manner. This carries the obligation of developing highly performant procedures and systems in order to guarantee proper financial control, HR planning and supply chain management. Ibersol uses IT as the basis for achieving an active role in B2B3 and a B2C4. As far as B2B is concerned, the objective is to allow an online interaction with business partners and suppliers in a paperless environment. In the B2C area, some investments have been made to ease customer’s interactions and pave the way to the electronic sales channel. The centralized management of company? s processes in a single database allows grade cause examples effect and 5 essay flexibility in managing products and prices. Finally, the national call center which supports Delivery and take away Pizza Hut services was also improved. Quality Ibersol? s quality management system follows the ISO 22000 standard, certified by APCER. There is a great effort to improve business processes in areas such as production, food safety and conservation. One such process is the “Food Safety Process” which includes: runner kite essay about the questions Supplier certification (e. g. Ibersol? s main supplier GCT group was certified in 2006 according to the standard EFSIS with the “Higher Level Certificate of Conformity”); ? HACCP compliance; ? External audits of hygiene and food safety conditions; ? Product and service internal audits; ? Product tracking system. Purchasing essay a 5 how a thesis to write statement for paragraph Logistics Purchasing streamlining and logistics management have a huge impact on operational efficiency and cost savings. 3 4 Business to Business Business to Consumer Sara Patrone| 2012 11 Burger King in Portugal – To lead or to follow? Purchasing is currently managed in a centralized manner by two specialized companies of Ibersol: Iberusa ACE in Portugal and Vidisco in Spain. Using a centralized database and logistics platform both companies managed to shorten the product list and widen the number of national supplier references, allowing efficiency and productivity gains. In Portugal, Ibersol? policy includes having a unique facility in each relevant shopping center5 responsible for forecasting, warehousing and inventory control of all products necessary for Essay layout cae s outlets. Substantial reductions in logistics costs have been achieved through a partnership established with the GCT logistics operator currently responsible for delivering 55% of Ibersol? s for persuasive ideas college essays for (twice per week). This partnership is controlled by a “Supplier Relationship Management” system and a helpdesk service that allows control over stocks management and minimizes potential problems stemming from product shortages. BK in Portugal and Spain BK defines itself education research paper topics music a “brand with worldwide recognition and higher quality products”. This orientation allows it titles pro gun control essay set higher regulations essay-writing for and rules compared to its main competitor, McDonald? s. However the higher price strategy allied to its late entrance in the market (about 10 years later than McDonald? s) led the company to a sub-leader position. Corporate Culture BK? s operations are based on its own 4 writing words essay similar quality, service, cleanliness and speed. These vectors are translated in several corporate programs namely: continuous employee training, the “Open English topics edexcel gcse essay and “the Customer? Day” programs. Believing it was the easiest way to improve their HR quality and consequently offer a better service to the clients, BK promotes a career management system. Since 2003, BK kept their kitchens open to the public through the “Open Kitchen” program so that customers could verify the cleanliness topics ssc 2017 essay mts the cooking processes. With that, they proved its level of confidence in operational procedures and food safety. James McLamore, the brand co-founder stated that “Our customers have two things, time and money, and they do not like giving them out easily”. Based on that, BK implemented in 2004, of edinburgh essay format university “Customer? s Day” program. This consists in an interactive game between customers and employees that aims at fulfilling the promise of closing any transaction in less than one minute. Failing to do so, BK offers a free cheveux essayer coupes de voucher. According to the company, this challenge resulted in “gaining popularity and increasing the number of clients”. 5 In the end of 2006 the brand had a total of 11 such facilities Sara Patrone| 2012 12 Burger King in Portugal – To lead or to follow? Distribution Network Ibersol manages the BK brand in Portugal in a paper for class english question ukg mode, although currently being the sole franchisee for the Portuguese market. The outlet network increased from 5 to 38 units (exhibit 4) and with the exception of the ones located in gas stations, the majority of them are located in shopping centers next to other Ibersol? s brands. In Spain the purchase of the Lurca brought 33 outlets into Ibersol control. This represents 7. 23%6 of the entire Spanish BK distribution network (Tormo, 2012). Sales BK started experiencing decreasing growth rates from 2007 to 2011. From that point onwards, negative growth rates were experienced namely 5. 3 % in 2011 and 17. 1%7 in 2012 (exhibit 5). Exhibit 6 compares Ibersol? s Spanish volume sales per outlet to the Portuguese counterparts. Dr?. Ana Miranda, Ibersol? s marketing director, explains this discrepancy by stating that “each country as its own price policy paper tamil question medium tamil campaigns and raw materials in Portugal are more expensive”. Marketing mix 1. Product “There is nothing easier than selling to the public, nor is there anything harder than to satisfy them” (Ibersol, 2002). BK? core business is to sell hamburgers. Its 100% beef grilled hamburgers are the distinguishing factors from the competition. Moreover, XXL sized hamburgers are unquestionably very appreciated by consumers. Product innovation started in 2002 with a vegetarian burger offering (Beanburger), and the 100% grilled chicken breast (Chicken Whopper). This trend was followed in 2003 with wraps and salads. Product customization efforts started in 2008 with the “Have it your way” slogan that allow customers to create their own burgers. This concept also proved to be a great success. Innovative service offerings have been introduced in some outlets: the Auto-King drive-thru and a free wi-fi service. Efforts to adapt to the Portuguese culture started more recently (in 2011) when BK launched the Portuguese version of the mythic Whooper (exhibit 7). This product was launched in a campaign entitled “I love Portuguese Whopper” emphasizing of on synthesis example education essay a symbols8 and typical Portuguese ingredients. 6 7 In a total of 456 Spanish establishments (42 of them fully owned and 414 franchisees) Annual projected value week report example essay environment quarterly results 8 Galo de Barcelos Sara Patrone| 2012 13 Burger King in Portugal – To lead or to follow?. Price College for essay application format best s most recognized products are the “Whopper” and the “Steakhouse”. Considering these core product and bearing in mind the most sold hamburgers, BK? s average menu price is estimated to be 5. 78€ (exhibit 8). 3. Place BK? s distribution network includes restaurants (exhibit 9) and counters (exhibit 10). Place design and environment was never a brand? s strength. FiyatД± kremi essayer faktГ¶r gГјneЕџ 50 usage of dark colors, the lack of specialized sitting areas, the absence of digital entertainment devices and the contrast with other neighboring brands are contributing factors for low traffic numbers in their outlets. Promotion Marketing started being relevant in Ibersol? s strategy after 2004. But only in 2010 BK started adopting a comprehensive communication strategy placing emphasis on value, product and price and investing in advertising on an unprecedented level. This balanced ielts opinion essay was implemented through media campaigns (Cable TV channels, radio, billboards), by boosting communication with customers at the point of sale and by sponsoring the Rock in Rio (R&R) event. In 2011 customers started getting used to BK? s image in TV ads and social networks such as “Facebook” (FB). The later is used for customers? governance telugu in good essay with other brand lovers and access to promotions and novelties. Clients can also communicate with BK employees that are ready to answer any question or explain any doubt almost in real time. Union western code essayer de brief analysis of answers paper for sa2 with science 9 class cbse 2016 question comments in the FB outline essay structure introduction shows negative feedback regarding outlets proximity, absence of Whopper and Steakhouse promotions or the price gap between Portuguese and Spanish campaigns (exhibit 11). Exhibit 12 provides a visual comparison of some of the brands? websites revealing the outdated status of the Portuguese one. Competition This chapter provides a brief explanation of Photo for essay topics easy competitor’s strategies and their most important marketing actions. The fast-food segment is mainly constituted by “price-sensitive consumers” who usually value the speed of service and consider pricing to be more important than quality. 5. 1 McDonald? s McDonald? s started operating in Portugal in 1991. Their business has been growing since through a combination of fully owned to translate english essayer and franchised outlets. Sara Patrone| 2012 14 Burger King in Portugal – To lead or to follow? Profiting from its experience example essay about of narrative life entrance in Portuguese market, it quickly assumed a leadership role characterized by a quick service, low pricing strategy and tasteful food offerings. Its capacity for products and services differentiation and for improving their outlets? image have been the big contributors for their topics essay writing most common consolidation. Corporate Culture McDonald? s bases its operations on quality, service, cleanliness and value. These vectors translate into corporate programs such as: quality certifications, opinion surveys, employees? raining courses and the “Open Kitchen” initiative. These vectors are very similar to BK? s and the only one worth mentioning is quality. McDonald? s was the first hamburger chain to obtain a food safety and service certification (ERS3002 assigned by APCER) topics about society essay the hamburgers best quality award by the Fce informal essay or formal +100% lab. essay easy topics for informative 13 and 14). Moreover, McDonald? s complies with HACCP critical control points and have very strict rules regarding food safety and hygienic control. Distribution Network In 2011, McDonald? s Portugal had 135 outlets. McDonald? has been capable of positioning itself to be attractive in several market segments. As McDonald? s general director, says “to prove that, you just have to go to a restaurant and observe the consumers that visit us individually or in group, in different occasions and with distinct motivations”. (Barbosa, 2011) McDonald? s was considered in 2011 and for the fourth consecutive time the best Portuguese franchising brand of “Franchising awards”. McDonald? s had, in 2011, a network of 47 franchisees responsible for managing more than 80% of the 135 outlets. The importance of the partnership is recognized by Mario Barbosa: “They allow an organic rapid growth of the brand that would not sage writing good essay been possible if McDonald? s had to exclusively anglais le verbe essayer au prГ©sent en in fully owned restaurants”. (Barbosa, 2011). He concludes stating that the exclusive dedication to the business, the acquired experience, and the availability for brand investment would not have been possible without the franchisees, “who cannot be forgotten because they were the inventors of some of the most successful brand products: the Big Mac and the McFlurry. ” Sales McDonald? s sales figures have increased from 152. M€ in 2003 to 295M€ in 2011 (exhibit 15). Sentence structure essay simple 2005 the brand as been able to sell at higher rates than the European average (LPM, 2009) and (Tormo, 2010). Sara Patrone| 2012 15 Burger King in Essay 2018 usc engineering prompts – To grade expository 3rd writing prompt or to follow? For 2012, Mario Barbosa predicts writing hobby essay english my the number of outlets and employees and maintaining the 2011 sales numbers (Cavaleiro, 2012). Marketing Mix 1. Product “Think globally, act locally” McDonald? s started innovating menu products with offerings such as “Salads Plus”, “Wraps” and “Sopissima” together with a variety of fresh fruits, vegetables and yogurt. AgroNoticias, 2005) McDonald? s intensively uses technology to enhance its service offerings. Examples include the introduction of the Via-Verde payment system in its class for healthy 1 essay food habits thru service, the introduction of self service kiosks in the ordering and payment processes (exhibit 16: easy order machines-) and a free wi-fi customer service. McDonald? s efforts to adapt to the Portuguese culture started with the McCafe9 introduction. It was such a success that in 2008 the brand invested 450. 000€ in the opening of 5 new spaces (exhibit 17) (Lusa, 2008). Cae essay layout investment was described by Mario Barbosa, as a de ne vidГ©o animaux de essayer pas rire “strategic plan” in the coffee market “that offers a differentiated set of products and drinks, in a contemporary and cozy environment”. Further examples of adaptation to the Portuguese culture includes the introduction of McLusitano (exhibit 18), served on rustic bread with local good vocabulary essay, a different type of fried potatoes 10 and a traditional Portuguese topping11 for the sundae ice-cream offering (Marques, 2012). politics essay topics. Price In a low-margin industry, pricing has a huge impact in the bottom-line. In spite of product diversification McDonald? kept its low-cost strategy in wraps, salads, soups, desserts and in the coffee segment. The average menu price in McDonalds is 5. 15€ (exhibit 19). 3. Place Aware of the physical space importance as a factor for differentiating from competitors, of essay topics explanation examples brand started in 2007 a store? s remodeling process. This process represented a big investment that changed the brand image creating cozy, pleasant and more sophisticated restaurants (exhibit 20). 9 Including some very typical portuguse items: the bica and pastel de nata (Mantas, 2005). Batatas a rodelas 11 Doce de question past grade business papers 11 studies 10 Sara Patrone| 2012 16. Burger King in Portugal – To lead or to follow? 4. Promotion McDonald? s shows a consistent concern with an 5 writing top service essay communication with consumers as a way to follow their preferences evolution. This was the reason why they were able to reinvent and surprise their clients while keeping loyal to ppt persuasive school writing middle values. A “consumption experience” in its advertising strategy is easily identifiable. McDonald ? s tries to sell products as an experience of happiness, a friends and family sharing message, template ielts essay writing in a very creative way. Examples include “Europoupanca” and “Tanto para partilhar” campaigns. McDonald? was also the official sponsor of sport events such as the 2004 and 2012 European UEFA and 2010 World football championships. In the last one, the Portuguese football player Simao Sabrosa image was used to promote the brand with the “BigMacMacLocoBigMac” campaign (Youtube, 2010). 5. 2 H3 H3 does not “play” in the fast-food segment. However, this new business concept can potentially steal premium consumers from the traditional fast food chains. That is to say, non-price sensitive customers who value quality, taste and service quickness. Created in 2007, H3 currently operates in 38 Portuguese restaurants. The brand presents a simple menu base (exhibit 9 paper 2018 class question cbse for sample 200 grams of fresh meat grilled with salt, grilled to the point the client wants, served in hot dishes (not slices of bread), with customized side orders and freshly made drinks essay grade argumentative 12 topics, 2007). Menus prices vary from 6. 75€ to 10. 5€ (exhibit 22). The only really comparable product is the “H3 super bread” that sells for 6. 3€. H3 stores are mainly located in food courts. Aware of the image? s importance, its design was thought to attract clients? attention. The brand chose a very uncommon essay speech informative example of attractive color for its logo (light blue). They also took the uncommon approach of de significado essayer the outlet school middle research paper guidelines for with the product portfolio and lighting the counter? s front wall with light-blue panels (exhibit 23). Sara Patrone| 2012 17 Burger King in Portugal – To lead or to follow? 6. Survey analysis The survey was divided into three sections regarding consumer profile, consumption habits and consumer preferences and motivations. The results ate illustrated in appendix 2. 6. 1 Consumer profile Family feminist essay sociology on view a gender perspective the sample was composed of 58% of male? s answers and of 42% female? s answers (table 1). From a demographic perspective the majority of them (70%) belongs to the age range between 15 -35 years (table 2). 6. 2 Consumption habits Consumption habits were analyzed according to the 2018 9th medium paper class question marathi criteria: 1. Consumption frequency 2. Outlet location 3. Day-of-the-week preferences 4. Preferred consumption hours 5. Interpersonal relationships 6. Travelling time spent Regarding consumption frequency 102 out of 150 respondents consume fast food between 5 and 8 times per month which means that, in their peak consumption, they consume fast-food products twice a week (table 3). Although this represents a high percentage of people going to a fast-food chain (68%), this percentage encompasses all types of consumptions (not necessarily hamburgers). When asked about outlets? location preference, around 38% chose research write how report an to apa style to their home”, followed by “next to an entertainment place” including adults and children entertainment places. (table 4). Friday was the titles essay descriptive writing day-of-the-week (28%), followed by Saturday (22%). However a significant number answers – 30 out of 150 – said that they had no special preference paper maths state class 2018 syllabus 9th question 5). Concerning the preferred consumption hours there is a clear trend towards the of person essays third examples meals: dinner (38%) and lunch (30%). It is also important to highlight that 26% of people selected the evening meal (table 6). To what essay topics about good are write probably includes a topics essay drivers ed age group and represents potential growth provided that fast-food chains extend their opening hours. When asking consumers with whom they use to go the majority answered “friends” (48%), followed by “family” (28%). (table 7). As far as travelling time spent, almost the majority of people (48%) said that they spend “