Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/9013
Título: Burger King in Portugal : to lead or to follow?
Autor: Patrone, Sara Saraiva
Orientador: Valente, Mário
Data de Defesa: 4-Jun-2012
Resumo: In 2001, the Burger King (BK) brand, managed by Ibersol group entered the growing fast food Portuguese market. Marginally higher prices along with the fact of having entered the market 10 years after its most direct competitor (McDonald´s), led BK to a sub leader position. Although being recognized as offering superior quality products when compared to McDonald´s, BK´s growth margins in the Portuguese market have been decreasing since 2007. The company´s uncertainty situation, offers the possibility of discussing positioning alternatives and strategic choices in business strategy and marketing courses. Besides the case study, the dissertation includes a literature review of frameworks and concepts used to evaluate company´s internal and external environment. Finally, teaching notes proposes an approach to the case that might be used to guide class discussion or stimulate its preparation. From the case analysis, the competition analysis and recent Portuguese economic situation, this dissertation proposes a set of concrete actions to reverse the current positioning and brand growth.
URI: http://hdl.handle.net/10400.14/9013
Aparece nas colecções:R - Dissertações de Mestrado / Master Dissertations
FCEE - Dissertações de Mestrado / Master Dissertations

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