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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Abstract: The rapidly developing fast food market in China resulted in Burger King opening its first outlet in the country in June 2005. The company was planning to expand its operations in China and was confident that it would be able to make its China venture a success.

However, critics were of the opinion that Burger King would not find the going easy because of a large number of competitors in the Chinese fast food industry.

Pedagogical Objectives:

  • To provide an insight into the fast food industry in China
  • To discuss the market entry strategies of Burger King in China and whether it would make its venture in China a success.

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    Keywords : Burger King; Fast food industry in China; Kentucky Fried Chicken; McDonald's; Expansion; Market Entry Strategies Case Study; Globalisation; Transformation of society; Disposable income; Fragmented market; Franchise model; Competitive challenges

    Contents :
    Fast Food Industry in China
    Burger King: A Brief History
    Burger King in China


    Case Introduction >>


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