Burger King Global Operations

In: Business and Management

Submitted By rosalindfields
Words 1543
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Case Study

Burger King Beefs Up Global Operations Rosalind Fields Columbia Southern University

Burger King Beefs Up Global Operations by Rosalind Fields February 2012

Burger King leads the world in flame­broiled fast food restaurant chains and operates in all 50 states and 74 countries and territories of the United States. Daniels, Radebaugh, & Sullivan (2011) Burger King’s official websites states that it was founded in 1954 and currently serves over 11 million guests. Known as the Home of the Whopper, the same source explains that approximately 90 percent of Burger King restaurants are owned and operated by independent franchisees. Further explanation is given to the October 2010 purchase of the company by 3G Capital. 3G Capital is described as a firm that focuses on long term value creation. (www.bk.com ) Burger King’s is known for letting customers “have it their way; its core competencies are its flame­broiled burgers and the choices that it gives to customers for their burgers. This differentiates Burger King from the competition. (Daniels, J., Radebugh, L., & Sullivan, D. 2011 p.463) The company seems to have maintained its initial chosen strategy. Daniels, Radebaugh, & Sullivan (2011) supports this by explaining that although their menu has expanded over time, Burger King has been consistent with offering its flame­broiled burger and its signature product: The Whopper sandwich, which is more than fifty years old. Daniels, J., Radebugh, L., & Sullivan, D. (2011) define value chain as the sum of activities that happen as a product moves from its beginning stage to final distribution in order to create value. Burger King’s marketing campaign has contributed most to its value. The use of the Burger King logo is known in its…...

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