Case Study: Burger King Beefs Up
By Janet Mosha
Burger King is the world’s largest chain of flame-broiled fast food restaurants. Its core competency is its flame-broiled burgers; whereas other fast food hamburger joints serve fried burgers or no burgers at all, Burger King offers the unique flame-broiled burgers with any options that a customer might like, consumers have the benefit of having a burger they cannot find elsewhere. Initially Burger King only sold burgers, fries, shakes, and sodas; but they have chosen to expand to offering chicken, fish, salads etc. Although they offer these extra items, they have elected to stay true to their original flame-broiled burgers and their chosen strategy is to focus on the whopper as their signature product. This product gives them an advantage over other fast food chains. Burger King began with a basic menu, but they developed a theme for their chains that stands out. They have set themselves apart with ground-breaking advertising campaigns, for example the use of the Burger “King” as well as running a “Whopper Virgins” campaign where people in different countries that have never eaten a burger, try McDonald’s and Burger King burgers and choose which one they prefer. Burger King also developed an appealing logo with buns surrounding the Burger King name. Burger King’s decision to wait to enter the foreign market especially in the BRIC countries, I believe has created the most value for the company. This later expansion can be seen as an advantage because of the reasons stated above. For example it has allowed for other chains such as McDonald’s to build a demand for fast food and to create a supply infrastructure. This way when they enter the country they can concentrate in pushing their unique burgers. They have also attempted to develop products to go with different tastes and pushed the “Have it your way” philosophy. There are also disadvantages such as consumers getting used to the established chain and being...
Daniels, J. D., Radebaugh, L. H., & Sullivan, D. P. (2011). International Business: Environments & Operations. Upper Saddle River, NJ: Pearson Education.
Please join StudyMode to read the full document