Elaboration case study: Burger King

Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, course: International Marketing, language: English, abstract: Burger King Corporation (BKC) is a Florida corporation based in Miami. BKC

operates and grants franchises to operate quick-service hamburger restaurants

using certain trademarks, service marks and trade names and procedures for

inventory control and management.

Franchise Offer: There are 3 types of franchises offered:

Institutional Locations: "Institutional locations" include government buildings

and facilities, medical facilities, airports, train and bus stations, sports facilities,

factories, corporate campuses, turnpikes, limited access toll roads, theme

parks, zoos and educational facilities.

Traditional Burger King Restaurant Facility: A self-contained, full size Burger

King Restaurant which is located and operated on a site as a freestanding

building or within another building structure such as a shopping mall. A

Traditional Burger King Restaurant does not share any common areas with any

other businesses and serves the standard approved menu for Burger King

Restaurants.

Non-Traditional Burger King Facility: A Burger King Restaurant may be

located at a site which includes other businesses, such as retail, food service,

gas stations, convenience stores, other franchised businesses or restaurants or

other similar facilities.[...]