Burger King is considering expanding its business into Japan by selling Whoppers. Japan represents an opportunity for growth due to a growing fast food market and fewer restrictions on foreign companies entering the country. For Burger King to succeed in Japan, its entry strategy will need to account for Japanese cultural preferences around food and lifestyle as well as competitive pricing and marketing programs that target affluent teenagers and focus on traditional foods and suburban areas.

1. Burger King
Selling Whoppers in Japan

2. Important aspects for Burger King
Low Pricing
Competitive Market
Economic Legal
Easy Market Entry
Less Legal Obligations

3. Important aspects for Burger King
Cultural
Japanese Food Preference
Life-Style

5. Reasons
Expanding Business
in new areas

6. Why Japan?

7. Less restriction for entering of foreign
companies,
Growing fast food preferred market
in Japan…

8. We agree!

9. Contrast between &
entry strategy:

10. Franchisee vs Joint ventures
Location strategy
Focus on Japanese traditional lifestyle

11. Will the new entry strategy going to be successful

12. Yes, The new entry strategy likely to be more successful
because there is an increase in sales volume from 40% to
50% …

14. Marketing strategy program:
Targeting affluent teenagers
Traditional food preference

15. Marketing strategy program:
Decorating with “Retro-Look”
Focusing on sub-urban areas
Open “Flame-Broiling”

16. Q/A