Burger King Beefs Up Global Operations

Burger King Beefs Up Global Operations

Burger King's Core Competencies

Exclusive Way of Cooking Hamburgers

Commonly grilled beef and chicken are used in making of hamburgers; Burger King uses flame broiled method. Through this method, Burger King has developed an exclusive taste of its hamburgers and sandwiches. The strategy of Burger King to attract customers by providing something that is totally exclusive and unique to itself help in winning lucrative market regions easily.

Have it Your Way, Theme

The biggest competency of Burger King is its exclusive offer of burgers made according to the demand of individual clients. Burger King offers its customers to modify their burgers as they want. They can add different add-ons and increase and decrease spice and toppings as they wish to. The strategy of putting the customers' demands on the top enables the customers to enjoy the best burgers, the way they want them to be.

Strong Marketing Strategies and Methods

Burger King uses its different ways of advertising its products. Beautiful logos and themes are used to market the burgers. The famous figure of a man who is burger King has become the company's unique identity. Recently a Whopper Virgins campaign was launched to attract people who have never tasted Burger King before.

Burger King's Value Chain

After starting in 1959, Burger King has started to expand firstly within the country and then internationally. However, considering the pace with which it expanded, it can be clearly said that Burger King focuses on customer satisfaction and its services, inbound logistics, marketing and sales and a firm infrastructure ensuring continuous satisfaction of demands. Though, the most valuable one stays its marketing sector which has dedicated itself to ensure that all the outlets are always working on about 100% efficiency by attracting tremendous demand load on every branch (Tomkins, 1991).

Burger King's Delayed Global Expansion

Among the most prominent rivals of Burger King is McDonald. Burger King expanded later than McDonald; this resulted in both advantages and disadvantages. Among the disadvantages is the expansion to small markets where the first one to enter wins the whole market by satisfying all the demands. Burger King has established 24.6 percent of its total restaurants in Latin America. The market here is so small that it makes up for only 13.5% of the revenue Burger King generates from countries other than USA and Canada. Whereas, in larger markets, the first one to enter has to bare all the hardships of developing an infrastructure of supply chain and building up the demand for their products. In such cases, Burger King enjoys an already established supply chain infrastructure and product specific demand, now the company will have to emphasize only on its products and winning the market.

International and Local Companies

When it comes to markets where the product is to be introduced, the advantage is usually on the side of International companies. This is because the market expects new type of products from newly established businesses that already has well established name in International ...