Marketing - Burger King

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Introduction to Burger King Burger King (NYSE: BKC), often abbreviated to BK, is a global chain of hamburger fast food restaurants. The first restaurant was opened in Miami, Florida in 1954 by James McLamore and David Edgerton, and has since used several variations of franchising to expand its operations. Burger King Holdings Corporation is the parent company of Burger King; in the United States it operates under the Burger King Brands title while internationally it operates under the Burger King Corporation banner. It is a publicly traded company with investment firms of TPG Capital, Bain Capital and Goldman Sachs Capital Partners each owning about 25% of the company. At the end of its financial year 2008, Burger King reported that there are more than 11,550 outlets in 71 countries; 66% are in the United States and 90% are privately owned and operated. The company has more than 37,000 employees serving approximately 11.4 million customers daily. In North America, franchises are licensed on a per store basis, while in several international locations licenses are sold on a regional basis with franchises owning exclusive development rights for the region or country. These regional franchises are known as master franchises, and are responsible for opening new restaurants, licensing new third party operators, and performing standards oversight of all restaurant locations in these countries & franchises is of Dubai. Methods of collecting information for this assignment Primary research involves getting original data directly about the product and market. Primary research data is data that did not exist before. It is designed to answer specific questions of interest to the business - for example: Business is rated good, bad or excellent? What do customers think of a new version of a popular product? To collect primary data a business must carry out field

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