This document provides an overview of Burger King's operations in Malaysia and proposes a rebranding strategy through billboards. It notes that Burger King currently has poor advertising strategies, fewer outlets than competitors, and limited service hours. The target market segments are identified as males and females aged 10-60 in urban areas earning over RM2000 who prefer fast, convenient Western food and are "Burger Maniacs." The document suggests using an exclusive tagline on billboards to spark customer interest and trigger the rebranding.