Burger King in China - The Case Centre

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Case

Reference no. 306-042-1

Subject category: Strategy and General Management

Authors: Souvik Dhar (IBS Case Development Center); R Muthukumar (IBS Case Development Center); Smita Chakrabarty (IBS Case Development Center)

Published by: IBS Case Development Center

Published in: 2006

Length: 8 pages

Data source: Published sources

Topics: Burger King; Fast food industry in China; Kentucky Fried Chicken; McDonalds; Expansion; Globalisation; Transformation of society; Disposable income; Fragmented market; Franchise model; Competitive challenges

Share a link: https://casecent.re/p/66464

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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. The case gives an insight into the fast food industry in China and the strategies being contemplated by Burger King for its venture in China. The case provides scope to discuss whether Burger King would be able to make its venture in China a success. A structured assignment ''306-042-4'' is available to accompany this case.

Location:

China

Industry:

Fast food

Other setting(s):

September 2005