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Reflection Blog

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Submitted By melodymm
Words 513
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Introduction
Brief company profile

BurgerFuel, one of an original gourmet burger brand, was established in 1995. Its first store was located in Ponsonby, Auckland. After years of effort, “the company now has 68 stores across New Zealand, Australia, Saudi Arabia, Dubai, Abu Dhabi and Iraq, with plans for further Middle East expansion”(as cited in Lord, 2013). BurgerFuel is intend to be the best dominant burger brand in the world rely on their unique advantages such as fresh ingredients, 100% pure beef made in the New Zealand and variety of original sauce, etc. BurgerFuel has been regarded as “the best burger” in the Southern Hemisphere (Lord, 2012).

Analysis the background to the issue

According to BurgerFuel Half Year Report (2014), total system sales including both New Zealand and Australia stores have grown up from 29.4% to 36.3%. However, Euromonitor International (2014) points out that BurgerFuel ranked the 12th in terms of c share in 2011 and this number was “leveling block out” during the period 2011-2013 compared with congener firms. It means that the burger market in New Zealand maintains extremely competitive. Therefore, facing more drastic competitions in the domestic market, how to improve competition force and occupation rate in the market has become an issue that need to be addressed.

Problem Definition
Management problem

The management problem of research is about identifying the viability of raising BurgerFuel’s brand share in New Zealand.

Research problem

“A detailed understanding of the total decision situation should enable researchers working in consort with managers to translate the decision problem into a research problem” (as cited in Iacobucci & Churchill , 2009), which means that more specific the problem is, more accurate information that researchers will obtain. It can contribute to address the management issue.

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