Burger King in China



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Code : COM0107

Year :
2006

Industry : Food, Diary and Agriculture Products

Region : China

Teaching Note: Available

Structured Assignment : Available

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Introduction:Since the onset of globalization in China with the 'open door policy' initiated by the government in 1979, the lifestyle of the Chinese masses has undergone a rapid change. This could be attributed to the change in work culture and a growing awareness about the world outside. The popularity of western style fast food had spread fast as it was served quickly, was relatively cheap and convenient to fit into a busy work-schedule. The fast food market in China had been growing rapidly when the American fast food giant Burger King made its foray into the Chinese market in June 2005 with its first outlet in Shanghai. With several other brands, both local and foreign already present in the market, Burger King encountered a tough competition. However, having successfully expanded in over 60 countries across the world,with different marketing strategies, Burger Kingwas optimistic about itsChinese venture. Experts opined thatBurger King would dowell in China as the fast food market still had immense potential for growth andBurger Kingwould providemore options to the burger-eating consumers in the country.

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