External EnvironmentCustomerBurger King has focused much of their marketing on customer 18 to 34 years old. Their marketing strategy has been to focus on entertaining even though it is offensive advertisements. The idea seemed to be that funny ads could attract and keep their target customers. But now, due to changes in the U.S. economy and culture, Burger King is losing many of these customers.CompetitorsBurger King is losing their customers because of competitors such as McDonald and The Wendy could provide the better options as lighten and healthier food to customers. No matter how clever your advertisements are, they are secondary if Burger King cannot provide really what customers want.SuppliersBurger King has been targeted by various animal welfare groups, such as PETA, over the treatment of the animals it uses in the manufacture of its ingredients. In a concession to these groups, Burger King agreed to adopt a series of policies for its suppliers for several of its raw animal products. The company has established a preference for purchasing eggs and pork-based products from those suppliers that use cage-free production methods.Labor MarketMostly, in abroad they try to use university’s student to work during part time job in their restaurant. In the other hand, Burger King hiring educated person to work in term of manage the company because of Burger King need to have the professional person in each department to lead their staff.TechologicalNowadays,It has automatically technology that help business to produce the goods burger king be the one company that can apply those technology to produce product and increase quality of product for company for example burger king can tap mobile mobile users to gain a bigger market share. Burger king has major opportunities for performance improvements based on technological external factors. In term of Burger King industry have a big opportunity to investment in r to improve the quality of product Nowadays,It have automatically technology that help business to produce the goods burger king be the one company that can apply those technology to produce product and increase quality of product for company for example burger king can tap mobile mobile users to gain a bigger market share. Burger king has major opportunities for performance improvements based on technological external factors. In term of Burger King industry have a big opportunity to investment in r to improve the quality of product.Natural the most notable ecological external factors:- Climate change (threat)Emphasis on business – sustainability (opportunity)- Increasing popularity of low-carbon lifestyles (opportunity)Climate change threatens to reduce the stability of Burger King’s supply chain. However, the company has the opportunity to improve its sustainability status. Also, Burger King has the opportunity to improve efficiency to attract consumers who advocate low-carbon lifestyles. The ecological external factors in this dimension of the PESTEL/PESTLE analysis indicate that Burger King can realistically work on sustainability and efficiency.SocioculturalEconomicEconomic Factors Important to Burger KingEconomic conditions directly affect Burger King’s remote or macro-environment. 1 Expanding international trade agreements (opportunity)2 Economic stability of the U.S. (opportunity)3 High economic growth in developing markets (opportunity)Legal/PoliticalInternational2. Internal Environment CultureBurger King’s organizational culture is based on the company’s goal of continued global growth, especially following the completion of its merger with Tim Hortons in 2014. The following are the main characteristics of Burger King’s organizational culture:Bold and empoweredBold and Empowered. Burger King’s organizational culture empowers employees to achieve high performance. This feature of the corporate culture allows a certain degree of flexibility and autonomy among employees. Different levels of Burger King’s organizational structure have their corresponding levels of autonomy. As such, the organizational culture allows Burger King to maintain the resilience needed for continued global growth.AccountableAccountable. Burger King’s employees are accountable for their actions. This characteristic of the company’s organizational culture ensures that, with autonomy, employees follow the rules and face the consequences of their decisions. Thus, Burger King’s organizational culture contributes to product/service consistency, while also minimizing errors or deviations in employees’ actions.FunFun. This feature of Burger King’s organizational culture focuses on employee morale. An enjoyable and fun workplace also reduces employee turnover, which has significant effects on the company’s financial performance. Through this organizational culture, Burger King manages to attract and keep qualified workers. The company applies the fun factor through management approaches as well as benefits and incentives in the compensation system.Meritocratic and performance-drivenMeritocratic and Performance-Driven. Burger King’s organizational culture encourages employees to maintain high performance. This characteristic of the organizational culture is aligned with the company’s policy of using performance-based appraisals. In this way, Burger King’s employees know and rightly expect that having better performance could improve their career options in the company.HeroThe Burger King is the mascot of McDonald’s U.S. competitor, Burger King. The Burger King has been appearing on TV commercials and posters. He still remains popular.StoryBurger King (BK) is an American global chain of hamburger fast food restaurants. Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was founded in 1953 as Insta Burger King, a Jacksonville, Florida-based restaurant chain. After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees David Edgerton and James McLamore purchased the company and renamed it “Burger King”. Over the next half-century, the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in the company, in a deal valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its fortunes. 3G, along with partner Berkshire Hathaway, eventually merged the company with the Canadian-based doughnut chain Tim Hortons, under the auspices of a new Canadian-based parent company named Restaurant Brands International.CeremonyCreated in memory of BURGER KING® Co-founder James “Jim” W. McLamore, the BURGER KING? Scholars program has awarded $32 million in scholarships to more than 30,000 high school students, BK® employees and their families across the U.S., Canada and Puerto Rico since 2000. In 2017 alone, the Foundation awarded $3.5 million to more than 3,200 students in North America.Scholarship grants range from $1,000 to $50,000 and are intended to help students offset the cost of attending college or post-secondary vocational/technical school. Recipients are selected based on their grade point average (GPA), work experience, extracurricular activities and community service.The application period for the 2018-2019 school year begins on Oct. 15, 2017 and closes Dec. 15, 2017.SloganLatest 2017 in Us Burger King is scrapping its 40-year-old “Have It Your Way” slogan in favor of the more personal “Be Your Way.”The chain says the new tagline will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night. The line made its first appearance in an online video last month.Burger King says in a statement that the new motto is intended to remind people that “they can and should live how they want anytime. It’s ok to not be perfect … Self-expression is most important and it’s our differences that make us individuals instead of robots.”CorporateCorporate responsibilityThe better job we do at being responsible today, the better our business will be in the future. We know that from a pure business sense, it can help us manage risk, enhance employee morale and retention, strengthen brand loyalty, build goodwill in and strengthen the communities in which we operate and can directly affect the bottom line in terms of energy savings and waste reduction. We also know that it must be a way of thinking and fully embedded within our brand. That is why our approach is stakeholder-driven, focused on four key areas – Food, People, Environment and Corporate Governance.