publication . Master thesis . 2012

Burger King in Portugal : to lead or to follow?

Patrone, Sara Saraiva;
Open Access English
  • Published: 04 Jun 2012
  • Country: Brazil
Abstract
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 literatu...
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