PROPOSED MARKETING STRATEGY FOR BURGER KING INDONESIA POST COVID-19 PANDEMIC

• Main Author: Ardiarso Wibisono, Aryo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75848
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic has engendered profound changes in business operations and consumer behaviour globally, especially in food and beverage industry. This research aims to investigate how Burger King Indonesia, a leading global fast-food chain, adapted its marketing strategy in Indonesia post-pandemic to drive its sales performance. Drawing on a combination of primary and secondary data, including financial reports, in-depth interviews, and industry publications, the author examines changes across the all marketing and operational touch points, which proposed a strategy improvement across its marketing strategy. Through the findings, the author suggested Burger King Indonesia to effectively reoriented its strategies; with significant emphasis on product portfolio expansion, pricing strategy, accessibility, with extensive support through digital transformation, customer safety, and service convenience excellency, which expectation to improve its sales performance. However, the study is confined to the Indonesian market, limiting its generalisability to global markets where cultural and economic contexts may vary. The research thus suggests potential for further exploration of Burger King's post-pandemic strategies in diverse geographic markets, such as Indonesia. This paper contributes to the evolving literature on business adaptations to the pandemic, highlighting how flexibility, innovation, and customer centricity can ensure resilience and growth in crisis scenarios. These insights are not just relevant for fast-food chains like Burger King, but for businesses across industries grappling with the long-term implications of the Covid-19 pandemic.