Burger King Beefs up Global Operations

Running Head: A Critical Analysis of Burger King’s Expansion A Critical Analysis of Burger King’s Expansion Student’s Name: Institution: Course Details: Instructor’s Name: Date: Assessing the global operations of Burger King The global fast food market has been growing consistently over the last few decades. A cursory glance at the major fast food chains reveals that many started in the mid 20th century and this phenomenon has grown ever since. In the current market situation, all the large chains have invested a lot of resources in trying to acquire a global presence especially with globalization now becoming a reality. Burger King is one of the top fast food chains and since inception in the 1950s, the company has grown by leap and bounds. Over the years, there have been myriad changes in its ownership since it started as Inster-Burger King in Jacksonville Florida. The most recent change in ownership has seen 3G capital a New York based firm taking the reigns of the fledging entity, Helm (2010). Burger King’s like all other food chain differentiates its products to curve its won niche market. The flame broiled hamburgers form the core competency of the large food chain in market that focuses mostly on grilling. The burgers have been the mainstay and specialty of the company despite several attempts to incorporate other meals such as breakfasts in some of its outlets. The chain’s strategy is based on giving choice to the consumer in the way they will have their burgers. The very infectious “have your way” clarion call has been replicated by other chains but none has had as much success as Burger King with their attempts, Rummer (2010). To appreciate the growth process at Burger King, one needs to examine the complex value chain that has marked the chain’s strategies both in America and internationally. In the American and Canadian markets where the chain is strongest, a large number of the outlets a fully owned by the brand but due to rising costs, there ahs been a need to franchise. The supply network has grown over time but as observed in the creation of satellite offices in markets such as Brazil to oversee expansion, the management level in the value chain dictates the whole value system. The various changes in ownership have also precipitated changes in the company approach to the market again indicating the importance of management in the value chain. The innovative advertising has been one sure way of adding value to the chain’s products in a shrinking market and this has also influenced some changes in the logo to reflect the changes in the menu. The broadening of the menu range to include other products such as soft drinks has also formed a large part of the company’s strategy. The foray into the international markets including china, Brazil, Colombia and others and the logistical ups and downs that were experienced have also largely informed the company’s modern policy over international market penetration. With such hindsight it is imperative to examine the company’s performance in terms of global expansion. According to the Caribbean Restaurant LLC (2001), Burger King’s expansion started in the 1960s but the process was not as fast as compared to other food chains. The foray...