Burger King Company: Global Expansion Strategy Memo to Personnel

This memo, addressed to all personnel from the Chief Strategy Officer (CSO) of Burger King Company, outlines the company's strategy for global expansion, specifically targeting the Japanese market. The memo details the decision to utilize a market development strategy, selling existing products in a new market, and the selection of a partnering strategy for market entry to share resources and knowledge. It highlights the choice of penetration pricing to attract price-sensitive Japanese customers and direct selling as the distribution channel. The memo emphasizes the use of digital platforms, particularly social media marketing through LINE, to promote the brand. Furthermore, it announces an opportunity for top-performing employees to work in Japan. The memo references key marketing concepts and relevant sources to support the strategies outlined.

RUNNING HEAD: GOING GLOBAL
MEMO
GOING GLOBAL

GOING GLOBAL 1
TO: ALL PERSONNEL
FROM: CHIEF STRATEGY OFFICER (CSO) FOR ‘BURGER KING COMPANY’
SUBJECT: GOING GLOBAL
DATE: JANUARY 15, 2020
As a responsible CSO of our company, it develops my duty to aware every employee of
marketing department towards the next move of going global. By receiving order from senior
department, it is acknowledged that Japan market chosen for going global. Therefore, I will
inform you about the appropriate strategies for going global.
Burger King is achieving greater heights of success from the past years. Therefore, the senior
department has come to a decision of market expansion. There are multiple strategies for
business growth and it includes market penetration, market development, product expansion
and diversification. With expertise knowledge, it is considered that choice of market
development strategy will be best suitable. It refers to selling existing products of a company
into newer market. It offers limited risk and it will allow us to expose our quality product to a
large population. It will enable our company and employees to avail better financial return
from Japan.
For market entry in Japan, the company has chosen ‘Partnering’ strategy is chosen. It is an
agreement between two parties to achieve a common objective by sharing resources, skills,
expenses, profit and loss. It will assist our company in making an easy entry in Japan. We
will not face difficulty in raising fund and allow us to gain moral support from our partner in
Japan. Through this strategy we will able to gain quality knowledge about the culture,
customer buying behavior, attitude, choice and preferences. It will result in serving our
customer more efficiently and strengthening our relationship with them (Czinkota &
Ronkainen, 2013). Therefore, partnership will allow us to grow our business and bridges the
gap in expertise and knowledge.
We will opt for ‘penetration pricing’ because Japanese customers are price sensitive (Export,
2019). This strategy involves developing the use of lowest pricing to attract the customer in
the initial phase towards our product. In order to sell our product, we will consider direct
selling distribution channel as our product distribution strategy. It will allow us to sell our
product direct to the end users and gain better knowledge about the customer’s preferences. It
will also enable cost saving for our company (Kerin & Hartley, 2015).
In order to promote our brand in Japan, we will develop the use of digital platform. This is
because it will allow in gaining the attention of large mass of population. We will opt for
social media marketing as it has user strength of 55.9 Million. Additionally, it is expected to
rise in future with a fine rate (Statista, 2019). We will consider ‘LINE’ because it is highly
used social media with 80 million monthly users (Statista, 2019).
Focusing on the next key point, our company has decided to choose top 40 performers by
considering the performance of next four months. The top performers will gain an
opportunity to work in Japan for a period of 6 months under marketing department. Hence, I
expect that you all will devote hardwork to grab this chance.
E-MAIL: [e-mail]

GOING GLOBAL 2
Bibliography
Czinkota, M.R. & Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Export, 2019. Japan - Pricing. [Online] Available at: https://www.export.gov/article?
id=Japan-Pricing [Accessed 15 January 2020].
Kerin, R. & Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Statista, 2019. Japan: number of social media users 2017-2023. [Online] Available at:
https://www.statista.com/statistics/278994/number-of-social-network-users-in-japan/
[Accessed 15 January 2020].
Statista, 2019. Most popular social networks in Japan 2018, ranked by reach. [Online]
Available at: https://www.statista.com/statistics/258849/most-popular-social-networks-in-
japan-ranked-by-reach/ [Accessed 15 January 2020].