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chaedillo · 4 years ago

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1.Executive Summary

Burger King Corporation was founded by James McLamore and David Edgerton in Miami, Florida (USA) in 1954. Just like any other businesses, it only started with a few chains until it expanded and continued to cater its consumers up until today. As time goes by, it has expanded their menu but still managed to maintain their low costs but the quality menu. For as low as PHP 64.00 you can already get to taste Buger King’s flame-Grilled burger and with PhP 59.00, you can already enjoy having their rice meal. Up until this day, Burger King is one of the most popular, top-grossing, and flavorful fast-food chains not just locally but also internationally.

We all know that the fast-food chain industry is one of the reasons why the hospitality industry continues to arise and operational due to its high demand. People love it because it offers convenience, affordability and time-saving. Fast-food chains such as KFC, McDonald's, Jack in the Box, Wendy's and Popeyes are the top 5 competitors of Burger King. Its wide variety, effective strategy, strong franchising model, delicious taste, and etc. is what makes it keep up in competing its rivalries. Whopper, Chicken Sandwiches, Cheeseburgers are some of its product offerings and that is why Burger King is dubbed as "Home of the Whopper". In year 2018, Burger King has a total revenue of 388.74 crore in which it was the least revenue they got between the year 2018-2021. In 2019, they got 644.13 crore while in 2020, they have accumulated the highest revenue they have so far that has a total of 846.83 crore amidst the global pandemic that is happening. Today, year 2021, during the first quarter of the year, they have earned a total of 151.65 crore revenue.

This paper discussed Burger King's internal assessment wherein it states the company's corporate profile, mission and vision, product line, and its internal factor evaluation matrix. Next, external assessment has porter's model analysis, external factor evaluation matrix, competitive profile matrix and the key external factor. Moreover, it also discussed the strategy formulation wherein it has BCG matrix, SPACE matrix, GS matrix, IE matrix, and the SWOT analysis. Additionally, the researchers also provided the strategy recommendation, action plan, as well as its financial projection.

It analyzed how Burger King Corporation operates on how it managed to make it to the top and how it maintained the quality of their products. Each part of this paper is a helpful tool and contributes to the success of this paper itself. Also, it is where we will recognise how significant each role is to discuss the outcome of the paper. With that, this paper aims to elaborate, explain, and discuss the story behind the fast-food chain named Burger King.

2. Internal Assessment

2.1. Corporate Profile

5505 Blue Lagoon Drive

Miami, Florida 33126

U.S.A

According to Trefis Team (2019), Burger King is the second largest fast-food chain in the United States and Routley (2019) also states that Burger King was ranked fourth as one of the biggest fast-food chains in America. It has over 10,400 business franchised restaurant. 50 states and 56 countries, Burger King has 1000 chains of stores that totaled for more than 11,455. The company has served almost 16 million customers a day and 2.4 billion Burger King’s hamburgers are sold annually across the world.

In 1954, Burger King Corporation was founded by the two entrepreneurs James McLamore and David Edgerton. It is originally owned by Keith Kramers and his wife’s uncle Mathew Burns. Burger King was inspired by McDonald’s and formerly named as Insta-Burger King during 1953. Even with the rapid success of the Insta-Burger it experienced financial trouble that led James McLamore and David Edgerton to buy the entire company from Keith Krammers and Mathew Burns. McLamore and Edgerton decided to widen their menu in 1957 with Whopper, a burger for big appetites, but still a lower price and they took the power of the popular medium which is television. The first T.V commercial of Burger King was aired in 1958 on Miami’s V.H.F Station and after 5 years by 1959, Burger King was able to expand their outlets outside Florida by establishing its franchise system. The system worked allowing Burger King to increase quickly. Burger King Company was also pursuing to reach out children and establish Kids Club but then by 2015 Burger King had no longer focused on this area.

Despite having trouble times, Burger King still became a well-known fast-food hamburger chain. Through the years, Burger King grew as they use different strategies and form a different and unique characteristics from their competitors.

2.2. Company Vision and Mission

Vision

Burger King’s vision statement is “to be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.”

Mission

Burger King’s mission statement is to “offer reasonably priced quality food, served quickly, in attractive, clean surroundings.”

2.3. Corporate Officers

Daniel S. Schwartz

Chief Executive Officer

JOSHUA KOBZA

Chief Financial Officer

AZEL SCHWAN

Global Chief Marketing Officer

HEITOR GONCALVES

Chief Information Performance & People Officer

ALEXANDRE MACEDO

President of Burger King North America

JOSE E CIL

President of Burger King Europe

JOSE DIAS

President of Burger King Latin America & Global Development VP

ELIAS DIAZ SESE

President of Burger King Asia Pacific

RODRIGO MUSIELLO

Global Operations

JILL GRANAT

Secretary & General Counsel

JACQUELINE FRIESNER

Chief Accounting Officer & Controller

2.4. Product Line

Burger King operates as a quick service restaurant business focusing on burgers as its main product.

•Burgers

•Salad & veggies

•Chicken & fish

•Sides

•Sweet/desserts

•Beverages

BURGERS

Burger King is a family of different kinds of hamburgers consisting of patties, bacon, king sauce and their american cheese. Their burgers have lettuce, tomato, onion, pickles and it is the main product of their store because of its taste, quality, as well as affordability.

SALAD AND VEGGIES

Burger King salad is totally vegetarian and comes with tomatoes, lettuce, cheese, and croutons. They have different types of salad so that the customers can pick which one is their preferred salad for their side dish. The vegetable used in Burger King salads are always served fresh.

SIDES

Burger king offers frings which is the combination of onion rings and their french fries.

CHICKEN & FISH

Burger King’s chicken & fish sandwiches are pure white alaskan pollock and it also comes with lettuce.

SWEETS/ DESSERTS

BEVERAGES

Burger King’s fruit smoothies are freshly made with low fat yogurt, real fruits and juices were blended to create tropical mango, raspberry, and strawberry banana. The coffee frappes are also made with real arabica bean coffee and blended until it’s smooth and creamy.

2.5. Internal Factor Evaluation Matrix

As you can see from the table, the strong point of Burger King is the strong brand image that they have which is equivalent to 15% in weight, 4 in rating and has a total of .60 in the weighted score; while their weak point is the market concentration which is at 5% in weight and 1 in rating that got a total of .5 in weighted score. In conclusion, Burger King’s weighted score is at 3.02 shows that Burger King internally performs well.

3.External Assessment

3.1. Porter’s Model Analysis

In the rivalry among competing firms, you can see that Burger King competes with major firms like McDonald’s, Wendys, and Taco Bell. In the potential development of substitute products, Burger King’s customers can transfer to another dining because they will have the choice to go to fine dining or prefer to just cook at home. Next, the factors such as the high number of supplies, high overall supply and low forward integration are what makes the bargaining power of supplies. Additionally, the potential of new competitors and new entrants are what Burger King should look after because that’s where they should perform low costs since they should be competing in the market. Lastly, in the bargaining power of customers, it is where high substitute availability, moderate presence of consumer organization, and etc. takes place.

3.2 External Factor Evaluation Matrix

External Analysis

As we can see in the opportunities, market share has the highest weight compare to the others and the lowest for the weighted is New supplier and Increased demand for products. The rating of Internal Expansion, Developing Health-conscious & Market share got the highest rating, “while Increased demand for products got the lowest rating." The average of opportunities only indicate the total weighted score of opportunities.

In the table of threats, we can see that New Competitors have the highest threat in Burger King while the lowest threats are Expiring of contract. As for the rating of the threats, Predicted natural disaster and Legislation for unhealthy fast food got the lowest rate while the highest are New Competitors, New Law & Expiring contract. Total threats only indicate the average of weighted score of threats.

According to the EFE Matrix of Burger King, the total weighted score of the opportunities and threats is 2.92, which indicates the organization is responding in an above-average way to existing opportunities and threats in the industry.

3.3 Competitive Profile Matrix

Competitive Profile Matrix (CPM)

Competitor’s Analysis

As seen in the CPM analysis, McDonald's is the most competitive in the industry with a total score of 3.07, leading in the critical factors market share, market penetration, innovation, financial profit, brand name, and advertising. Burger King, having a total of 2.75, has a relative strength in store location, Research & Development (R&D), product quality, and price competitiveness, tied with Wendy's. With the equal score of 0.12, all food chains in the matrix need to value their employees more as their employee's dedication is low in rating. Burger King should maximize their strengths and improve in market share, market penetration, innovation, and advertising because these are the factors where Burger King has the lowest rating. Financial profit has the greatest value of weight as it can really drive the business to followed by product quality and customer service, both are crucial in the fast-food chain industry.

3.4. Key External Factor

According to the chart above, External Factors are divided into six (6) forces that influence and affect Burger King externally. Both opportunities and threats are equally dividing, which shows that Burger King has balanced forces externally which means they could still be able to control and identify what forces are in need of improvements, solutions or changes in a way that would not have a bad effect to the company or negative forces that they might face in the future but still be able to strategize a plan. This PESTEL ANALYSIS would help Burger King to have a good global performance that would have long-term effectiveness to the business for future decision making.

4. Strategy Formulation

4.1. Boston Consulting Group Matrix

Boston Consulting Group Matrix of Burger king

Figure 2. BCG Matrix of Burger King

● Star: Whopper Products, franchise owned outlet business

● Cash Cows: Supplier Management Service, International food strategic business unit

● Question Mark: Local Foods, confectionery market

● Dog: Ineffective market, Plastic bags, Synthetic fiber products, artificially flavored products strategic business units

In this figure, a strategic management tool will be used by Burger King to analyze the position of their strategic business unit and its market potential to offer their target markets. This BCG matrix would be helpful in a way that it will have a significant presence on deciding whether what kind of strategies can be implemented for Burger King to grow more, invest to their strengths and most especially is to consider the things that hinder their growth and success in the market.

● Star (High Growth, High Market Share)

In this aspect, it has a relatively high growth rate and high market share. The Burger King products, especially their Original Whopper Burgers have rapid growth and dominant market share. It also has 13,000 franchise-owned outlet businesses around the world and its presence in every country makes it a strong brand that is why it earned a lot of significant revenue from that strategy. However, to support their high growth and high market share, careful consideration should be given especially to their product development strategy to develop innovation in this intensive competition of the fast-food restaurants and tap the untapped areas to increase the sales or else, it will become a cash cow.

● Cash Cows: (Low Growth, High Market Share)

In this aspect, it has a relatively high market share but low growth. It is said to be high in market share, but the growth rate is declining and their competitive advantage because they manage their supplier with their own rather than outsourcing it. For them not to go beyond the decline stage, it must be taken into careful consideration of the innovation of their products, investing in research and development to be able to turn this cash cow into a star again. It will surely benefit the sales of the Burger King. In addition to this, the international food strategic business unit is a cash cow of Burger King. Within its category, it has a high market share of 30%. However, the target markets are now shifting their taste and now inclined less to the foods internationally that is why it affected the growth rate of Burger King. They must invest thoroughly to stabilize it, and if it no longer works, this strategy will now be divesting.

● Question Mark: (High Growth, Low Market Share)

In this aspect, it is relatively high growth but low in market share. Some products of Burger King are immensely consumed. However with the strong competition in the market, some customers are like the other restaurants that sells burgers as well. In this way, it is difficult to know if some of the Burger King will prosper and become a star of the brand. And most likely, it requires a significant amount of investment, especially in marketing and maintaining its market share. In line with this, the local foods strategic business unit of Burger King is considered a question mark because consumers are now inclined toward local foods. And burger king is having a low market share in this aspect. In this case, Burger King is most likely to consider and invest in this strategy in order to bring a high market share. Another thing is that Burger King is poor in reaching some areas, the confectionery market is growing for some years now. With that, Burger King needs to penetrate the market because not everybody is being targeted by their current strategy. If they include the confectionery market, surely, it will increase their sales and make it into a cash cow.

● Dog: (Low Growth, Low Market Share)

In this aspect, it has relatively low growth rate and market share. Many of their products have gone through their declining stage due to their marketing strategies and its rivals. Over the years, Burger King incurred losses and one of the reasons is the use of plastic bags. In this era where environmental concerns are being considered. They should divest this and move into an eco-friendly way. Another thing that made them in the dog category is their synthetic fiber products. It resulted from low market share and with that, it must be divested to not incur more losses. And last but not the least, is their use of artificial flavors in their products. Having to innovate products with artificial flavorings does not grow as expected because people nowadays are more health-conscious and as a result, their growth rate and market share dropped. With this, it must call back this product and free it from artificial flavorings.

4.2. Strategic Position and Action Evaluation Matrix

4.3. Grand Strategy Matrix

Burger King is internationally known and because of that, it is acknowledged as the 2nd largest Food chain in the industry, and that is how Burger Kind gained their competitive position. Burger King's strategy shows us how they gain their competitive advantage and the growth of its organization by producing and developing their products and resources. It indicates that Burger King is placed in quadrant I and reveals the Strong Competitive Position in the industry and their Rapid Market Growth. Burger King will grow and aim to continue growing their market environment and developing their products and markets to the industry and applying the integration strategies to have a great opportunity and to make the organization more successful in the industry.

4.4. Internal - External Matrix

The score of Burger King’s Internal Factor Evaluation has a total weighted score of 3.02 and placed in a cell I which reveals that Burger King’s internal environment has a strong IFE outcome of strength and weakness that represents the internal firm. While External Factor Evaluation has a total weighted score of 2.92 that place in cell IV which reveals that the external environment of Burger King identified as a medium outcome score in EFE when it comes to the external opportunities and threats.

The results of IFE and EFE weighted scores are placed under cell I and cell IV, which is the Grow and Build strategies. This segment has a division of Market penetration, Product Development, and Related Diversifications and from the other point of view, backward integration, forward integration, and horizontal integration are also strategies that can be considered and reasonable on this division.

4.5. Strength - Weaknesses- Opportunities - Threats Analysis

Strengths

1. Strong brand image

Burger King takes advantage of its well-known brand. Since 1969, the logo has hardly changed. The famous terms "Burger King," squashed between two drawn hamburger buns, can still be recognized.

2. Moderate market penetration

Market penetration is Burger King's primary expansion strategy. The objective of this comprehensive approach is to increase sales from current customers or markets in which the company already operates.

3. Moderate differentiation of products

Burger King was among the most well-known brands in the business. The company would be able to open new restaurants and introduce new products more easily. Because of the large number of Burger King restaurants around the world, higher market penetration is a strength. Burger King's mild differentiation is also an asset, allowing the company to ensure that some of its products are unique.

4. Greater franchise mix

With over 18 thousand franchised restaurants, the business has almost exclusively become a franchised chain in recent years. Just 52 units are still owned by the company. Even though Burger King has decreased the number of company-owned franchises, the total number of locations has increased every year over the last decade.

5. Strong market position

Market positioning is the method of presenting a brand to potential customers in such a way that they can easily see how it compares to competing products. Burger King targeted the young adult market, especially young males, and positioned itself as a provider of high-quality, great-tasting, and affordable food.

6. Robust financial performance

Burger King's income statement has been strong in recent years, increasing year after year, making them very competitive in their industry as compared to other fast-food restaurants.

Weakness

1. Easily imitable business

Some fast-food restaurants that also has Burger on their menu can easily imitate the Burger King’s best-seller which is the “grilled burger”. They can produce similar products and lower their price because they are the one of the most saleable products in the market when it comes to burgers.

2. Limited product mix

Burger King maintains a limited approach which is shown in its limited product portfolio. Nonetheless, by economies of scale from large-scale sales of a limited range of product lines, this product mix helps Burger King's generic strategy.

3. Low control on franchise model

Acquiring a franchise entails entering a legally binding arrangement with the franchisor. Since franchise agreements determine how you run your company, you will have a little control over the franchise model, leaving little space for innovation. There are usually limitations on where you can operate, what items you can sell, and who you can work with. You would also have a lack of privacy in addition to these issues.

4. Market concentration

This can be a flaw because high concentration means that the top companies have a lot of influence over the market's products and services. It will result in higher prices and lower consumer security because just like Burger King, which is owned by Jollibee. The top firm Jollibee can set price rules and set certain services that can affect small firms.

5. Negative earnings

Full-service restaurants dominate the Philippines fast food industry, with a 31.8 percent market share in 2017. The 100 percent home service delivery sub-segment is the fastest-growing segment, followed by street stalls/kiosks, during the forecast period.

6. Scattered marketing campaign

The scattered marketing used by Burger King can affect current and potential customers. This could result in a low return on marketing campaign investment

and the loss of existing consumers, who would turn to brands with clear and insightful messaging.

Opportunities

1. Internal expansion developing

Burger King's intensive approach has a strategic goal of targeting new consumers in new markets by offering low prices. This intensive strategy entails entering new markets or targeting new consumer segments to support business growth.

2. Health conscious

Consumers are increasingly turning away from unhealthy foods high in fat and calories, therefore introducing healthy options is a smart strategic move. Burger King Worldwide believes that by combining culinary creativity with improved operations, guest satisfaction will be enhanced, as well as the company's profitability.

3. Market shares

Full-service restaurants dominate the Philippines fast food industry, with a 31.8 percent market share in 2017. The 100 percent home service delivery sub-

segment is the fastest-growing segment, followed by street stalls/kiosks, during the forecast period.

4. New supplier

Because of expansion they will seek new supplier with lesser delivery price and product cause

5. Increased demand for products

When the price of meat and vegetables decreases, the price of the meal tends to fall as well, which increases the demand for burgers. A satisfied customer is higher, which is a major factor in the rise in demand.

6. Service quality improvement

Burger King's service quality, the use of quality dimensions such as tangible, reliability, responsiveness, assurance, and empathy is used to effectively and assess the quality service of the restaurant.

Threats

1. Expiring contract

If there was a contract it is short term only for the employees, it not a lifetime work because it is a contractual basis.

2. Predicted natural disaster

Climate and its effects around the globe can impact negatively on companies' bottom lines in several ways. Extreme weather, both in the Philippines abroad, can damage factories, supply chain operations, and other infrastructure, as well as disrupt transportation.

3. New Competitors

A company's competitive advantage is compromised when new companies enter an industry offering the same services or goods. As a result, the threat of new entrants applies to a company's ability to enter a market.

4. New Law

Implementation of tax increase because Tax cuts can boost business demand by increasing firms' after-tax cash flow, which can be used to pay dividends and expand activity, and by making hiring and investing more attractive.

5. Legislation for unhealthy fast food

If there is regulation restricting the production of unhealthy foods, the cost of food will increase so there will be an increase in nutritional value, leading to increased cost to the company.

6. Imitation

Product imitation has a significant impact on the financial results, lagged asset return, and having a good marketing campaign will significantly influence market share for the sins that people can prioritize imitation with nearly the same quality as the original product with glass market value does the aim for the great return of us it slow.

Two strategies were formulated from the TOWS Matrix: Market penetration and Production Development. Burger King needs to advertise or promote their business to stay competitive with other companies, they must improve their production and adapt to new trends in the industry.

4.6 Quantitative Strategy Planning (QSP) Matrix

The findings revealed that production development is preferable over market penetration. The two methods have similar ratings, indicating that they can both be applied by the company.

5. Strategy Recommendation

New strategy recommendations are vital for a company, especially when they are aiming for more success. These are the strategies that Burger King can use, and this includes Market Penetration, Market Development, and Product Development.

Strategy 1- Market Penetration

It is said that Burger King’s weaknesses are Market Concentration and Scattered Marketing Campaign, so the strategy of market penetration will be able to help with these weaknesses. Market Penetration will help when it comes to Burger King’s presence, and it will also help in improving their influence. Market Penetration focuses on the brand’s image like partnering with other brands, companies or even with people who have a very great image. It will help in having better marketing or branding strategies and it can also result in the company’s opportunities in the future. Market Penetration will also improve the company’s sales and it will be more recognized by more potential customers since they also need to improve their advertisement skills. Market penetration also helps when it comes to improving the company’s pricing.

Strategy 2- Market Development

Market Development is a strategy that is helpful when it comes to introducing a company’s products to new locations. Market Development will help in developing the business or market through expansions. This is a great strategy since we can see that Burger King is already very successful in their field so opening in more locations will not be that complicated for their company. Market Development is a strategy that can help Burger King in gaining more competitive advantage and it makes the business to be locally, and internationally known. The market development will help burger king to be known in every area in our country and all around the world. This can also help when it comes to improving Burger King’s Marketing Skills and Location development. If the company also focuses on opening more branches in different locations, they will have more control and it can lessen the issue that is related to their franchise models. Having more locations can also lead to the company’s increased earnings and it is a great way to compete with their major competitors which are also opening more branches in every location that is possible.

Strategy 3- Product Development

Product Development is a strategy that involves the development of the existing products, and it may also be used to develop new products that Burger King can release. This can give a new life to the company’s existing products, and this can also help with their new marketing skills that their customers will be curious about. Product development is a strategy that can provide satisfaction to the customers, improve the company’s reputation, improve competitiveness, and improve their quality and performance. Product Development is also one of the best strategies when it comes to improving burger king’s weakness which is having a limited product mix.

6. Action Plan

The action plan includes the steps or suggestions that the company can do to be successful. The action plan will help when it comes to the steps that the company needs to consider so that it can lead to the business’ improvements.

Action Plan 1- Market Penetration

This plan will involve better Marketing and Pricing Skills that Burger King should implement. It is said that Burger King’s market concentration can be seen as a flaw to the business so the best thing to do is to adjust their price range. They also have a scattered marketing campaign which can lead to losing existing and potential customers. Burger King can make their products more known or recognized, and they can compete with other companies by lowering the prices of their products and at the same time it still has a great quality. They can also partner or collaborate with famous influencers so that their sales would increase, their marketing and advertising skills will improve, and their business will be more known so it can result in higher consumer security. Burger King can also improve their location to be more known by the customers and in the market field.

Action Plan 2- Market Development

Market Development will help in maximizing Burger King’s full potential in the business industry. They already have a lot of locations that are operating but they still have a lot of potentials when it comes to opening more branches in different locations so that it will be more known, and it can also lead to their control over their products and service. Burger King can search for more great locations for their business since this will be a great advantage to be able to compete with their major competitors which has a lot of branches in different locations. Unlike their other competitors in the country, Burger King does not have a lot of branches when it comes to provincial areas so having more expanding their business in more locations will be beneficial. When they already have more locations, then they will also have more target markets who are their new potential customers. Market Development can also help when it comes to improving their weakness that is related with negative earnings since when a business is already well known and successful, then there is a high possibility that this will lead to an improvement with the company’s sales and earnings.

Action Plan 3- Product Development

Product Development will be helpful since we can also see in this paper that one of Burger King’s weaknesses is that they have a limited product mix. They have a limited range of product lines like burgers or rice meals. The action that Burger King should consider is to provide new packaging for their products and this also works for other brands. They can provide limited edition products with great packaging and when this becomes successful, they can keep this new product on their portfolio or menu. They can also release more rice meals, drinks, desserts, and new flavors of their famous burgers which they are famous for. Adding healthier options can also be a great improvement for their business because this will be perfect for the customers who are into the healthy lifestyle trends. Through product development, they can also improve the demands, and quality of their products which can result in more customers who will be loyal with their brand.

7. Conclusion

To summarize everything that has been stated so far, we therefore, conclude that Burger King Corporation is performing above the average. Meaning, this food chain is very well operating and competing with its competitors. As the years go by, it is constantly keeping up to cater its market, to meet the needs of its customers, and to be one of the top food chains in the industry.

As you have seen, the Internal Factor Evaluation (IFE) Matrix shows that the Burger King Corporation has a total of 3.02 weighted score which means that it is internally strong. Also, the External Factor Evaluation (EFE) Matrix proves that the total weighted score of opportunities and threats are equal to 2.92 which indicates that Burger King Corporation is an above-average level. Moving on, Competitive Profile Matrix (CPM) stated that Burger King is only on the second spot in competing with McDonald's which has a total score of 3.17 while Burger King Corporation has only 2.75, and lastly, the Wendy's at the third spot having a 2.30 total score.

Moreover, in the Boston Consulting Group (BCG) Matrix, you have seen that what makes that Burger King have high growth and high market at the same time is their whopper products and franchise-owned outlet business. Also, the reason why Burger King Corporation falls to this quadrant is that they have rapid growth, dominant market shares as well as 13, 000 franchises around the world. Furthermore, the Strategic Position and Action Evaluation (SPACE) Matrix of this food chain shows that Burger King falls in the "aggressive" quadrant since it has a total of 0.50 in Financial Position (FP) and Stability Position (SP) while a total of 1.00 in Industry Position (IP) and Competitive Position (CP). Additionally, the Grand Strategy (GS) Matrix proved that Burger King Corporation has a strong competitive position in which strategies such as product development as well as integration strategies will best suit this food industry. To add up, the Internal-External (IE) Matrix shows that the Internal Factor Evaluation (IFE) falls in cell I which has 3.02 and the External Factor Evaluation (IFE) falls under cell II because it has a total weighted score of 2.92.

Besides these matrices, we therefore, conclude that the Strengths-Weaknesses-Opportunities-Threats (SWOT) also come up to consider the strategies Market Penetration and Product Development to remain competitive as well as to adopt new concepts that will surely fit the trends in the industry. That is why in the (QSPM) Matrix, the methods or strategies Market Penetration and Product Development can be applied to Burger King Corporation for the food chain company to keep in the right track. To successfully achieve these goals the strategy recommendation comes up with an action plan on how these strategies will work and will help the company to be competitive as well as to perform better than usual. And so, this is the findings that this paper found.

8. Financial Projection

As shown in the chart Burger King’s revenue has a huge step up from the year 2018 which only shows that it is the best year of Burger King because their income has drastically risen and it continues to grow up until 2020 despite the current pandemic crisis situation, it somehow shows that Burger King wasn’t that much affected by the Crisis.

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