tremendous success. ‘Our outstanding brand recognition, experienced management, high-quality food, site development expertise, advanced operational systems and unique global infrastructure position us to capitalize on global opportunities’ http://www.mcdonalds.com/corporate/index.html McDonald's vision is to be the world's best quick service restaurant experience. To achieve their vision, they have developed three worldwide strategies: Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology. 3.1.2Burger King Corp.Burger King Corporation though a leader in today’s fast-food industry, is still number two, behind only the indomitable McDonalds. James McLamore and David Edgerton founded Burger King Corp. in 1954 in Miami, Florida. McLamore and Edgerton, both of whom had extensive experience in the restaurant business before starting their joint venture, believed in the simple concept of providing the customer with reasonable priced quality food, serviced quickly, in attractive clean surroundings.The success and size of Burger King are the result of a tradition of leadership with the fast-food industry in such areas as product development, restaurant operation, dcor service and advertising. This success has produced Burger King Outlets in over 57 international countries and territories around the world. http://www.burgerking.com4.0Profile of the Market 4.1Market Share and Size CompetitionArmstrong & Kotler (2000:52) states when someone says ‘fast food restaurants’ chances are good that it’s McDonalds, the world’s largest food-service organisation that comes to mind. McDonalds holds a 42% share of the fast-food burger market in the U.S, many times the share of ...
