Who is Burger King?
strengths, they also have room for improvement. Burger King’s mascot is a bit unappealing and their advertising has portrayed them in a negative light in the recent past. They have a slower time to delivery at their storefronts as well as consumers tend to speak negatively of the brand on social media. Externally, Burger King’s threats mainly appear in the form of competition, like McDonalds
and Wendys and that their competition has better burgers. Consumers also tend to see Burger King as it once was and are not as open to change, and ultimately their position will be hard to sustain. While there are external threats, there are also many opportunities. These opportunities rest in emphasizing the flame grilled flavor of the food, as well as appealing to a broader consumer base with their multiple product offerings. Burger King has the opportunity to focus on cleanliness, friendly employees, and rebuilding the brand. Capitalizing on these strengths and opportunities that were found in my analysis, the resulting position of Burger King became:
“For individuals looking for a diversity of cheap, quality products, Burger King is the only brand among fast food restaurants that caters to all needs because the menu includes many unique flame grilled options.”
Burger King has long seemed to fall second to fast food king McDonalds. It was clear Burger King needed to reposition in order to capture a larger portion of the market share and create a strong brand identity. In order to reposition Burger King, I first had to understand the brand and conducted an external and internal analysis to further increase my understanding. Internally, Burger King has identified strengths in the fact that it has identified its industry. They do not try to be a hybrid between fast food and fast casual, they are fast food through and through. They participate in brand partnerships to align it with other popular brands. In addition, they have a diverse product offering, low prices, and it is a household name. While they have many