TERM PROJECT
International Business Report: Burger King in China
The objectives of the project are as follows:
Preparation:
Report Must Include:
I have completed the Project Proposal of this project before. Please be sure to read the
Project Proposal before writing the report. Project Proposal includes brief objectives of
Burger King in China. Please make sure that the overall idea of the report you write is
consistent with it, but it is more detailed and/or supported with data. (Better to have data
support) Thanks!
Project Proposal
Opportunity
On a global standard, the fast food industry had capitalized at $540 billion (USD). Is projected to cross $690 billion (USD) in 2022 and develop at a compound annual growth rate of 4.2% from 2017 to 2022. This is due to mass production, popularity of drive thru function, western fast food in emerging economies, and trendy lifestyle. In other words, due to current trends both economically and demographically, the western fast food industry will continue to expand.
Challenge
The main problem with Burger King is that their international strategy and expansion towards the Chinese market, does not translate as well compared to others in the industry. This can be due to the lack of diversification of their products, meeting local taste, or struggling to compete against local vendors/restaurants. Therefore it is critical to develop and adjust their menus to meet native taste.
Project Objective
Unlike its competitors, Burger King had taken an ethnocentric approach to the Chinese fast- food market, but because of their absence of product diversification and cultural understanding, Burger King should change to a polycentric approach to align with their Chinese consumer base.
A LIST OF QUESTIONS YOU WANT TO EXPLORE
It is important to ask questions around how Burger King can increase revenue and gain a competitive advantage in the market. It is important to put the brand in a positive light, therefore, researching how they can appeal to their target market and what objectives they should set.