BURGER KING

Burger King



Burger King

Introduction

In the light of understanding international businesses, we shall aim to define what opportunities, threats, benefits and fallacies seize to exist in the light of creating multinational or global representation.

Company in Focus

For the purpose of creating a prompt understanding, we shall take up 'Burger King' and try to evaluate the attempts and steps the company has undertaken to create reputation on a worldwide basis.

Core Competency of Burger King

Burger King has earned its reputation with competency that has been mentioned in the brand's name - burger. The core product that has been extended to the customer should be exactly how you - the company -sees it; creating an impression which captures and locks the customer's or consumer's mind (in case of Burger King) is the most important target and objective which the company puts pertain to deliver (Basker & Van, 2008). The core product being delivered and undertaken for serving the customer should be new, original and above all, 'interesting', enough to capture the mind of both the current and potential customer.

One major asset that gained Burger King its competitive position is the jaw-dropping, mouth-watering Whopper, which delivers a unique, beefy, charbroiled taste. In addition to the above characteristics, the company has also created a policy to make and deliver the product to the customer in any condition or form the customer demands. With this hybrid of catering to customer requirements, Burger King gained immediate reputation for the purpose and objective of creating a broad customer base, catering to each customer requirement.

Configuration & Coordination of Value Chain

A value chain is defined as the process with which an individual paves way for the purpose of assembling the product components that are otherwise made and produced in different departments. In order to understand how does Burger King perform and maintain its value chain, let us look into the creation of the burger itself (Condlin, 2005).

For creating and establishing a strong and effective market, a value chain is extremely important for delivering quality-assured products to the customers at front-end. To gain a glimpse of the process, below is a featured template of the work flow that take places in the value chain process of Burger King.

To understand from the table mentioned above, almost 12 steps are involved in the creation of the fast food and the delicious memory that brings with it (Lee, 1993). With Burger King however, the value chain limits to the second phase (cow-calf, stocker, feedlot) and the third phase (package/process, further processing and wholesale), which vastly contributes towards the operations of the company established. Another illustration which could be shown is as follows:

If you see, the actual work that beginning is at the production and processing & distribution unit, where the beef patties and other meat items are being made and delivered to restaurants. The top three Fast Food Hamburger Restaurants (FFHR's), as mentioned in the illustration above, combined account for 73% of all fast food sales taking place around the world (Condlin, ...