The Analysis of International Marketing Factors of Burger King into Japan

Introduction

With the driven of global economic and saturation of the Unite State market, increasing number of local company in Unite State choose to stretch their selling into the global market, especially the Asian market. The Burger King’s extension into Japan is such an entering case into the new market which would face with many controllable and uncontrollable diathesiss in international marketing. Firstly, in the essay the back grounding of the case would be introduced.  Then following with that, some cultural factors would be specifically discussed to make sure how the cultural factors affect the international market. In the conclusion part, the overall condition of the case would be further represented.

Burger King in Japan

Burger King is a global chain of hamburger fast food restaurants headquartered in United States. With McDonalds and KFC, Burger King is one of the top 3 fast-food chain company. Established in 1953 as Insta-Burger King, after more than half a year’s development, it has grown into a comprehensive fast-food restaurant chain. Moreover, its menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes in 1954, to a larger, more diverse set of product offerings. In 2007, Burger King stretches its market hand into the Japanese market. And followed with that, Burger King has being facing with many new challenges in the international market. 

The controllable diathesiss in the case

According to the thery of International market, varieties of factors would influence the process of a company’s international market (Nelson 1989). Based on the case and the knowledge of marketing thery, the Burger King may confront two kinds of controllable diathesiss, namely the internal factors and the external factors.

The internal factors that could be controllable are price, product, and technology. The internal controllable diathesiss are mainly some hard conditions that could be fixed within the company.

The external factors that could be controllable are cultural factors and geography and infrastructure. Even though, such diathesiss are specific determined by the host country, but usually the cultural and geography and infrastructure has been formed into some inherent format, and would not change in a short term. Based on careful and comprehensive study, Burger King can get fully knowledge of these two factors, which would be carefully discussed in question 2. From this aspect, these diathesiss are all controllable.

The cultural factors Burger King need to consider

With the development of society, increasing number of customers do their purchasing based on their cultural thoughts. Hence cultural factor may not be the most important factor to decide the business project, but it is an inevitable diathesis to be taken into consideration, if a successful and cost effective business plan is needed (Martins & Serra 2011). As for Burger King in Japan, Burger King has to get a comprehensive understanding of Japanese culture for future business plan. To some extent, Japan is a country with complex nationalities and uneasy national features. The imperatives cultural factors and exclusive cultural factors would be discussed to carding the cultural situation of Burger King in Japan.

Conclusion

After the analysis above, it is easy to conclude that Burger King in Japan would confront with difficult and complicated situation in the future. Generally, the controllable diathesiss it would face with are price, product, and technology, cultural factors and geography and infrastructure. And the uncontrollable factors would be promotion, and structure of distribution, political factor, competitive forces and foreign environment.

For the cultural part, dietary habit and consumption custom of Japanese are the essential diathesiss for it to consider, and the teenager preference and geography factor should also be considered for style design.

The international market is complex for the home company to land on a host land. All the diathesiss would influence the sales and it needs careful analysis for the host land to make sure smart business decisions. For the cultural factors, Japanese is an exclusive land which needs elaborate survey for the better future.

References

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