From the Burger King and McDonalds commercial battle what they can learn-.docVIP

 PAGE \* MERGEFORMAT 8 From the Burger King and McDonald’s commercial battle what they can learn? June 27, Burger King (Burger King) in China’s first store opened in Shanghai Jing’an Temple (detailed report see the July 4 Japanese newspaper the 24th edition). As in the U.S. market, second only to the second-largest fast-food chain McDonald’s, Burger King came to China a bit late. Kentucky as early as 1987 entered the Chinese, McDonald’s has also entered in 1990, the two fast-food market in China to occupy the dominant position. Burger King in the Chinese market to win a cake, is not easy. In fact, the Burger King’s performance in recent years in the United States less than ideal, and the gap between market leader McDonald’s becoming increasingly apparent. The reason is the Burger King to give up the original very successful offensive strategy. Burger King here in the United States will review the strategic gains and losses for the Chinese enterprises for reference. Miss leading Burger King and the famous imperial castle (Whopper) was born in the mid-1950s, just to catch up with the 1960s, the U.S. fast-food industry, the golden age of rapid growth. In the 60’s, Burger King’s most popular efforts to promote its imperial castle, the rich flavor of its advertising: ‘the greater Hamburg, Hamburg, the better’, and ‘please take your hands’. Burger King in the United States growing rapidly, the rapid increase in the number of chain stores, its momentum directed at leadership. But this time, its rapid expansion of the obstacles encountered a shortage of funds, in the listing plan after the failure to accept the Pierce Bailey’s (Pillsbury Company) of the proposed merger, which had guaranteed financing for Burger King. However, after the merger, Pierce Bailey company does not keep its promise, but to reduce the Burger King’s expansion plans. This left the door open to competitors, Burger King could only stand and watch as their rapid rise. In particular, McDonald’s,