快餐连锁bk公司在华发展战略分析-analysis on development strategy of fast food chain bk company in china.docxVIP

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快餐连锁bk公司在华发展战略分析-analysis on development strategy of fast food chain bk company in china.docx

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快餐连锁bk公司在华发展战略分析-analysis on development strategy of fast food chain bk company in china

上海交通大学上海交通大学 MBA 学位论文快餐连锁 BK 公司在华发展战略研究 THE RESEARCH ON DEVELOPMENT STRATEGY OF QSR BK CO. IN CHINA ABSTRACT “Food is the first necessity of man.” Catering industry has achieved sound development and variety in China. Through about 20 years’ operations, western fast food chain business has been popular in China. KFC, as the market starter, even as No. 7 in USA home country, has established power realm and is Top 1 in China; while McDonald though No. 1 in the world can only follow KFC and share the market. Burger King, as No. 2 in the world, entered China more than 10 years later than the competitors, and hasn’t reached scale economy. Its original development strategy encountered great challenges during implementation: the competitors have occupied leading positions that seem hardly changeable, while its own brand is “weak” brand for local consumers to attract purchase; the quantity and quality of company-owned restaurants are not satisfying because best locations have been occupied; there has been no significant accomplishment in selection and negotiation for regional franchisees. In the macro environment of worldwide economic crisis caused by financial crisis in 2008, how can Burger King adjust its development strategy to fit for the current market situation, conquer the weakness and find successful profit model? How to boost up store numbers and coverage, increase market share quickly and establish brand awareness? Based on the analysis of competition status and own edges plus the forecast for China’s macro environment, through launching franchising model, Burger King will be able to penetrate into the market, make profit, expand the market coverage effectively and establish brand fame. This article takes Burger King as the object of study. Firstly, it uses the PEST model, five strength model and external factor appraisal matrix tools etc. to analyze and evaluate the company’s external environment. Secondly, it analyzes the problems of the business operations a