Burger King Beefs Up Global Operations Case Study

Burger King Beefs Up Global Operations - Case Study Example The company today enjoys a larger foreign market than its main MacDonald. Burger King’s core competency lies in the unique method it uses to cook hamburger. Burger King cooks using flame- broiled method, different from grills that fry. This relates to the company’s service delivery options to its customers. It also offers a variety of options to its customers on how they prefer the burgers served to them. Most of Burger Kings restaurants are in the United States. Since the company started in 1954, its menu has extended to include breakfast, chicken, fish, and salad as part of the menu. Whopper sandwich is until today considered the firm’s signature product. Burger King started in 1954 as InstaBurger King. It went public in 2006 and has since then operated autonomously. The company grew to five restaurants by 1959. It was still in Miami, Florida and operated as a private firm. The name changed to Burger King in 1959 when it started domestic franchising. Pillsbury bought it 1967, after which franchising improved considerably. Pillsbury, in 1989, sold the company to the British company Grand Metropolitan. The merging of Grand Metropolitan and Guinness later formed Diageo, in 1997. The company has well-structured advertisement campaign. It uses big campaign companies outsmarting its competitors. The United States is nearly a full-grown market for fast food despite the growth opportunities available. This is particularly for hamburgers. Burger Kings plans to increase its market to international scale (Parasuraman, Grewal, & Krishnan, 2006). The company targets countries with a large population, mainly of young people, high beef demand and consumption. Other factors include capital availability for franchising and a favorable business environment. McDonalds is the main competitor of Burger Kings. International expansion of Burger Kings is, however, higher than McDonald’s. This presents both