Principle of Management 303
“Burger King, the second-largest Burger chain in the United States, behind McDonald’s according to (Velasco, S. 2012)”. Burger King Corporation was founded in 1954 by James Mclamore and Daniel Edgerton, beginning the Burger King legacy of flame broiled beef and commitments to quality ingredients and friendly service (Burger King 2012). Burger King continues to make a positive impact in the community through their vision for food, speed, and customer experience. That’s why there mission statement is “We prepare and sell quick service food to fulfill our guest needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all over business affairs ethically and with the best employees in the mild south. We will continue to grow profitably and responsibly and provide career advancement opportunities for every willing member of our organization.” (Farfen, Barber 2012). Burger King Organization has strengths and weakness that sets them apart from there increasing competition. This could adversely affect the company’s market shares and margin. One of the organization strengths is strong market position. Burger King holds about 15% of the fast food hamburger restaurant (FFHR) market in the US. This strength is distinctive competence because the company leverages its strong market position to gain economies of scales and increase its bargaining power. (Burger King Swot Analysis 2007). A second strength is brand image. Burger king serves one of the world’s favorite and well-known brands including the whopper sandwich, the tender crisp, chicken sandwich, chicken tenders and the BK Veggie Burger. This strength is distinctive competence because the company’s established brand image has enabled it to penetrate various global markets and complete with regional players effectively. (Burger King Swot Analysis 2007). One of the organization weaknesses is market...
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