Running Header: BURGER KING BEEFS UP GLOBAL OPERATIONS

Burger King Beefs Up Global Operations

Burger King Beefs Up Global Operations

Burger King is the world's largest fast food restaurant chain. As of 2011, Burger King operates restaurants in 12,300 locations serving over 11 million guests daily in 76 countries and territories worldwide (Burger King, 2011). Burger King's core competency is its unique flame-broiled burgers. This process is difficult to imitate and helps differentiates Burger King from other fast food chains that fry their burgers instead. So much so in fact, no other fast food provider flame broils their burgers. In addition, Burger King allows and encourages consumers to customize the unique flame-broiled burgers with options to their liking. This creates a win-win situation for both Burger King and the consumer. Burger King has the benefit of offering a different product and the consumer benefits by having numerous burger options. Although Burger King has expanded its menu selections, they have remained true to their original flame-broiled burgers. This product gives them an advantage over other fast food chains. Facing intense competition and limited growth opportunities domestically, Burger King hopes to strengthen their competitive stance through international expansion.

Burger King has strengthened its franchise agreement to ensure standards of product quality control and brand image are adhered and maintained. While all of the aforementioned locations hold promise in most areas of the ideal demographic, subtle nuances present unique challenges. Competitive research would need to be done to explore the feasibility of each location. Or at least provide a complete picture for expansion into the respective countries. Burger King could learn from their own past errors in the countries they had retreated from as well as the mistakes of competitors. Due to a long standing agreement with the United States military, Burger King has been able to enter into numerous international locations relatively risk free by their placement of restaurants on military installations. This enables Burger King to get an inside look at foreign locations and test products with locals. It can also help create demand and recognition. Variations in Burger King's practices and strategies result from differences in markets, institutions and culture. Successful globalization is often synonymous with successful localization.

Burger King is a large company with vast resources. In comparison to a local company, Burger King could have inherent advantages when entering a new market. While people are familiar with fast food chains, Burger King differentiates itself not only in the products they offer but in the way they market their products. As an international company, Burger King could benefit from this brand recognition. This recognition helps ease the transition into new markets and could help stimulate sales. They can bring the benefits of economies to scale to bear in dealing with local suppliers. Burger King is able to adapt and experiment in the local environment given their expansive resources. Burger King can enhance their product mix to cater to local culture as well as demographics. The reception and ease of operation in foreign countries ...