SWOT ANALYSIS FOR BURGER KING IN VIETNAM

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Abstract

While fast-food newcomers in Viet Nam are seeking ways to gain a foothold in the

market, others companies that have been here for years, such as KFC, Lotteria and

Jollibee, are making changes to maintain their customer base. In fact, Vietnamese

consumers are not really familiar with fast food, while the products of these shops are

quite similar. However, by style quick service, friendly, fresh product, hot drinks and

stylish modern decoration restaurants, Burger King believes to serve Vietnamese diners

to experiences the best of everything whenever step at the restaurant. This report aims

to explore Burger King through SWOT Analysis, as represent for one of the most

successful fast food chain in the world and its positioning strategy in Vietnam to be

successful in new market.

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Table of Contents

I. Executive Summarize ....................................................................................................... 1

II. Fast food industry and Burger King Market in Vietnam ............................................... 2

III. SWOT Analysis for Burger King .................................................................................... 5

3.1. Strengths .................................................................................................................. 5

3.2. Weaknesses ............................................................................................................. 6

3.3. Opportunities ............................................................................................................. 7

3.4. Threats ................................................................................................................... 10

IV. Products positioning ................................................................................................... 13

V. Conclusions and Recommendations ........................................................................... 14

References .......................................................................................................................... 16

Appendix A .......................................................................................................................... 18

List of Figures

Figure 3.1. Six global trends, interconnected by three keys drives of change ........................ 8

Figure 3.2. Time use on an average work day for employed persons

ages 25 – 54 with children .................................................................................. 9

List of Tables

Table 2.1. Burger King Restaurants chains in Vietnam .......................................................... 4

Table 3.1. Summarize of SWOT Analysis for Burger King ................................................... 12