Burger King was founded in 1954 and is now the second largest hamburger chain worldwide. It plans to open a new location in Lahore, Pakistan on busy MM Alam Road. This document discusses segmenting and targeting customer groups in Lahore, differentiating Burger King's offerings, analyzing the competitive market, and reviewing customer feedback for other Burger King locations in Pakistan to inform strategies for the new Lahore restaurant. It recommends focusing on market penetration initially, then market development, adding new products, and diversifying to new markets over five to twelve months.

2. About Burger King®
• Founded in 1954
• Second largest fast food hamburger chain in the
world.
• Every day, more than 11 million guests visit
BURGER KING® restaurants around the world.
• Known for THE WHOPPER®.
• In 2010, 3G Capital, a global multi-million dollar
investment firm focused on long term value
creation, purchased Burger King Corporation,
making it a privately-held company

3. Lahore
• Lahore is hailed as the industrial belt of Pakistan and is home to the
largest IT park in Pakistan.
• It is the country's second largest economic hub and the commercial
capital of Punjab
• Lahoris are known for their love of food and eating.
• Burger King in Lahore would be opened on the MM Alam road
which is a home for some of the trendiest restaurants in Lahore.
• MM Alam road is known for its fashion boutiques, shopping malls,
beauty saloons and décor stores thus attracting heavy traffic and
night life proving to be a very profitable street.
• Although the market is very competitive, Lahore's economy and
population is consistently improving and increasing due to
introduction of several projects.

4. Segmentation and Targeting

5. Segmentation and Targeting
Products Target audience Income class
Big King™ Meet lovers, Big eaters A+, A
Whopper® Burger Enthusiasts A+, A, B+
Budget Bites Economical spenders A+, A, B+,B
Salad and veggies Health Conscious A+, A, B+,B
Kids meal Kids, Youngsters A+, A, B+,B
Key:
A+ Upper class
A Upper-Middle class
B+ Middle class
B Middle-Lower class
Geographical location of BK Karachi,
Khayabn Nishat, is taken as a proxy

6. Differentiation and Positioning

7. Differentiation and positioning
•Fire-grilled beef patties
•Premium service and quality
•Renowned fast food hamburger chain in the world

8. Market Analysis

9. Porter’s 5 Forces
Threat of
new
entrants
Competitive
+ve Rivalry
+ve/-ve
Power of
Supplier
Threat of
substitute
products
Power of
Buyer
+ve
+ve
+ve

10. Porter’s 5 Forces
• Threat of new entrants: High
There are may International FF chains that are yet to open
• Power of supplier: Low/High
There are various suppliers of various inputs needed for the operation of BK
thus it is unknown
• Power of buyer: High
There are many restaurants for foodies to choose from on the M.M Alam road
• Threat of substitute product: High
M.M Alam road is a home for some of the trendiest restaurants and
varying prices and variety of cuisines thus making it a highly competitive
environment for BK
• Competitive rivalry: High
All the above factors contributes to competitive rivalry among restaurants
on M.M Alam road to be high

11. SWOT
Strengths
Attractive brand image Premium service quality Technology for quality products
Threats
Political and legal instability Economic slumps
Loyalty of customers to old
brands
New entrants or old FF
chains with even facilities
yet less costly.
Religious opposition against
meat used
Opportunity
Lahoris are known for their love of
food and eating
Expansion in the city Nutritional value in menu
Only few FF chain offer breakfast
and Lunch deals
Weakness
No website for Pakistan No publicity campaign in Lahore No home delivery No free refills

12. Customer’s opinion on food of
Burger King's other franchises
in Pakistan

13. Customer’s opinion on food of BK’s
other franchises in Pakistan
• “The buns were stale and crumbling! Near to its end
couldn’t even hold the whole thing properly! Plus they
were toasted more than they were supposed to just to
cover up the staleness,” (A customer on Facebook)
• “Large glass of coke was half filled. I had to ask for
proper refill and it didn’t happen to one glass by
mistake all the coke glasses of 6 meals I ordered were
half filled… Fries were best no doubt but burger was a
total disappointment.”(Another customer on social
media)

14. Recommendation and strategy
to be followed

15. Strategy to be followed
Current Strategy
Market
Penetration
Future Strategy
Market
Development
Future Strategy
Product
Development
Diversification
Markets
Vertical
Over
next 5
years
Over next 12
months

16. Recommendation
• Offer a Breakfast menu
• Add nutritional values of food in the menu
• Develop a website dedicated to Pakistan’s BK
customers
• Offer Home delivery
• Introduce free refills
• Quality assurance
• Offer lunch, midnight and complimentary deals
• Offer meals that compliment Pakistan’s cuisine.
• Active advertisement for BK’s Lahore franchises