• Burger King has a strong brand name. It is the original maker of Whopper and the second largest hamburger chain in the world. The brand name makes it easier for Burger King to open new outlets andintroduce new products in the market.
• It has high market penetration.Burger King has been operating successful business since the 1950s. Today, the company serves about 11 million customers daily in its fast food outletsacross the world. The company can take advantage of its higher market penetration to deal with competitors in the market.
• Product diversification. Burger King has a strong product line that includes burgers, chicken, desserts and beverages.
• Low capital intensity. Burger King uses a franchise model which makes it easier to raise the needed resources for business expansion.

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• Low product differentiation. Burger King has a moderate differentiation of products, meaning that other companies can introduce similar products or offer alternatives. It is difficult for the company to attract customers looking for unique menu options. This weakness means that Burger King does not have a strategic advantage based on differentiated products in the fast food industry.
• The company has a weak franchise model. Burger King has used a franchise model to grow its business, including international outlets, but has a history of poor relations with its franchisees.The model limits the corporate management’s scope of control of its operations. Also, the model creates barriers in the implementation of strategic decisions that may affect some franchisees negatively.
• Declining sales in established markets. The fast food industry in developed markets has been experienced slowed growth. Burger King has most of its operations in the declining markets.
• Legal and political issues in the supply chain. Burger King has in the past been accused by activists for its association with suppliers using unethical business operations such as animal cruelty.

• Product diversification. Burger King has the opportunity to diversify the products on offer, and this is likely to attract new customers. Also, the company can use diversification to introduce operations in new markets. Currently, Burger King has been using the diversification strategy to expand to new markets including the developing countries.
• Increasing health consciousness. Health consciousness in the fast food industry provides opportunities for the introduction of new products. This trend provides opportunities for Burger King to diversify its product line by introducing options for customers concerned with the nutrition content of existing products.
• Service quality development. Burger King has the opportunity to attract customers and retain the existing market through service quality. This opportunity involves product differentiation targeting specific consumers.
• Market expansion. The international market provides opportunities for business expansion.

• Product imitation.Burger King’s products can be imitated by existing competitors and new market entrants. The company can lose its competitive advantage to alternative products in the market.
• Intense competition. Burger King operates in markets with established competitors such as the McDonalds. Some of the competitors use a similar model to King Burger franchisees. The competitors pose a significant market threat in case of failures by King Burger to satisfy its existing market. Also, the intense competition narrows the chances for growth in the established markets such as the US.
• New lifestyle trend. Consumers in the fast food industry are increasingly becoming health conscious. As a result, fast food restaurants are faced with criticism for offering unhealthy foods in restaurants. Burger King has in the past been the subject of such criticism after being associated with unhealthy foods targeting male customers. The changing customer preference towards non-fast food products is a threat for all companies in the industry.
• Supply of raw materials. The fast food industry has been experiencing increase in the price of raw materials. In the future, Burger King may face challenges sourcing enough raw materials to satisfy the market demand. Also, the high price of raw materials may affect the product price, and thus the consumer purchasing power.