Strategic Audit Report- Burger King

Burger King
V. Analysis of Strategic Factors
A. Situational Awareness (SWOT Analysis)
Strengths
Strong market position/ strong operational network
Requires low capital as a franchisor
Customer loyalty
Weaknesses
Over reliance on franchises for revenue
Weak marketing campaign
Market concentration
. Opportunities
Increase in food consumption globally
International market expansion
Better outlook in the US restaurant industry
Threats
Intense competition
The changing consumer eating habits
Vulnerability to government regulations and labor changes
Low consumer confidence
VI. Review of Current Mission and Objectives
To prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors
The company’s objectives include the need to remain profitable, generate more customers build on brand loyalty
VI. Strategic Alternatives and Recommended Strategy
A. Strategic Alternatives
1. Expansion/ opening more outlets
a. Pro: improves market penetration in new areas
b. Con: the company may have less control over outlets in new areas
2. Product development
a. Pro: Improves the organization’s innovativeness
b. Con: May take time to brig positive results as McDonald’s has a better presence on the ...