Business HL Practice Internal Assessment Essay - 1703 Words



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Business HL: Practice Internal Assessment

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Executive Summary

Burger King’s global expansion plays a key role in the business’ hopes in overtaking McDonald’s prestigious position in the profitable fast-food world. Currently maintaining its spot as the second-largest global fast-food brand in the world, Burger King’s senior officials realize that they must effectively strategize their global marketing skills. As a global titan in the fast-food world, it is apparent that Burger King’s investment appraisal skills have paid off. Through this report, I will aim to answer the question: “Should Burger King open a franchise in Pakistan?”

The first portion of my report will be the research overlook. This will outline my entire report. I will include a rationale, theoretical framework, and methodology. These will briefly overview the basis of my report.

The second portion of my report will include my research findings, my analysis, and my calculations. SWOT and PEST will be amongst the analytical tools that will be shown. My research will be mainly secondary but I will show a hint of primary findings. My conclusion will answer my question from a financial and non-financial perspective.

The numerical values used in the “Calculations” and “Main Results and Findings” sections are estimates. The price obtained for the value of a 500 square meter plot in a commercial area was given by Pakistani real estate companies. The annual cash flow is a forecast based on the amount of cash McDonald’s generates annually in Pakistan and the average amount of cash a fast food restaurant generates per year.

Burger King’s plethora of notorious legal issues has resulted in a loss of money and reputation. Although their cost cuts have resulted in higher earnings, their revenues continue to fall along with their share prices. In order to restore their reputation and higher their revenues, it is important for the brand to tackle international expansion opportunities, especially in regions where their sphere of influence is low. When deciding whether to open an international franchise, a number of financial and non-financial aspects must be taken into account. The political state, consumer preferences, and cultural distinctions in Pakistan must be considered. On top of this, it is important to assess the profitability and desirability of the expansion (i.e. Investment appraisal). Burger King is not very prominent in the East and so building their prominence in sub-continental Asia will be a milestone in their global influence.

This has therefore led me to research the following question: “Should Burger King open a franchise in Pakistan?” Research Question
“Should Burger open a franchise in Pakistan?”
My research was fully gained through secondary resources. Online sources were used to provide interviews with Burger King Officials, get financial statistics, and gather information on Burger King’s marketing strategies. My information was collected from online databases that specialize in marketing and financial monitoring. I obtained my balance sheets from these databases also. I discovered an interview in QSR Magazine. This interview was also used in my research and findings. Possible problems I could face are the biased in the interview I found and the reliability of my numbers (credibility of my sources). The research I obtained was very useful. I am fortunate to have found a large number of sources to choose from. My non-financial data is fully based on my research. I did not face any problems during this report.

If I could do this report again, I would explore more financial aspects of the issue being explored. This is because numerical research is more reliable than non-financial findings. Non-financial findings give room for bias. All in all, I feel like this was a successful report. Main Results and Findings... Show More

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