Burger King Beefs Up Global Operations 1.

Core competency of Burger King is: unique flame- broiled hamburgers instead of grillfried ones. This has differentiated Burger King from other fast food competitors and very difficult to imitate. Moreover, Burger King allows customers to customize their burgers with various options to their liking. This has created a win - win situation for both Burger King and the consumers. With the Have it your way theme, Burger King has the opportunity to offer a different product and the consumers in turn benefit at having many burger options to select. 2. Although Burger Kings menu has been expanded, they have always been loyal to their original recipe is flame- broiled burgers. Because this product them a considerable advantage over other fast food chains, and thus create the most value for the company. 3. In order to cope with intense competition and saturated growth in domestic market, Burger King seeks for strengthening its competitiveness through international expansion. The advantages of this are: More opportunities: new market, more customers in overseas market. Opens up many doors to potential franchisees. Profits increase. Gain and apple experience from local ventures.

Though, some disadvantages that should be considered: Different customers needs. Lack of resources at particular region. Rules and regulations of that country and business.

4. When entering a new country, Burger King needs to ensure that the country fits its ideal demographic profile. This process creates advantages and disadvantages to an international chain like Burger King, in comparison with local companies in that market. Advantages: Vast resources available. International brand recognition. Enhance product mix to cater to local tastes. Favorable in operation since providing job opportunities.

Disadvantages: Unfamiliar with the customers and indigenous culture. Contentious local competition. Local companies easy to alter their menus and flavors. Not enough good suppliers to support both Burger King and local ventures.

5. This relationship should change. Because Americas region is considered to be a mature market. With similar products and fierce competition, opportunities in this region are less than other parts of the world obviously. Its biggest competitor McDonalds has gained success in markets outside the U.S. and Canada. In order to remain competitive and increase its market share, investing in countries with huge population notably makes sense. Expansion in such countries can help increase sales and raise visibility on the international market share. This could not only help strengthen strategic alliances with suppliers and encourage competition but also help diversify Burger King holdings. Diversification leads to less sensitive to local economic conditions. Burger King also needs to learn from past mistakes as they develop systems of their franchise.

6. These conditions would be advantageous because fast food and shopping centers are considered to be more directly marketed to youngsters. Teenagers are used to and proved to be the largest group of fast foods consumers. While older customers tend to enjoy eating traditional foods at home, young people are less likely to eat home-cooked meals and are more likely to get food on the go. Shopping centers are a perfect place for fastfood stores because they attract younger and willing-to-spend young people. It is also convenient from them to obtain food while shopping. 7. Burger Kings headquarters location had always originated from the Miami, Florida area. The company's headquarter purpose is to help manage and control all local branches from a central location. Miami is a major metropolitan area with regular amount of tourist visited from all over the world especially those from Latin America. In addition, Miami is a frequent destination for snow bird tourist and gain more exposure for Burger King brand. Burger King has gained benefits from this exposure and recognition in the international market. 8. As CEO of Burger King, I would use the following strategy to deciding on possible future locations for the company: (a) Infrastructure development prior to restaurants. (b) Develop a local management team. (c) Emphasize on the development in large cities and near shopping centers. (d) Set up a local representative office. (e) Keep up the continuous development and the use of local suppliers to meet global requirements.

9. There are many chances for Burger King to expand, especially overseas. However, Burger King is still existing in less than 40 percent of the world. The challenge of identifying and deciding the most appropriate locations for expansion. Burger King needs to participate in strategic expansion and expand only when favorable circumstances and demographic requirements are met. References About the Burger King Corporation (n.d.). Retrieved on Nov 15, 2013 from http://www.bk.com/en/us/international/index.html Daniels, J. Radebaugh, L., & Sullivan, D. (2011). International business, environment & operations (13th ed.). Upper Saddle River, NJ: Prentice Hall.