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Burger King International

Good Essays

Burger King International

MBA 6601

International Business

By

Wendy B. Machana

Burger King International

Burger King, previously known as InstaBurger King in 1954, is the world’s largest flame-broiled fast food restaurant chain (Daniels, Radebaugh & Sullivan, 2011). Burger Kings core competency lays in the way it cooks its burgers- by its flame broiled method as opposed to grills that fry and also the option that it offers its customers as to how they want their burgers (“have it your way” theme), (Daniels, Radebaugh & Sullivan, 2011). According to the Burger King Investor website (www.investor.bk.com), the companies’ basic strategy is to offer the lowest prices possible for its products and to continuously …show more content…

Some of the disadvantages seen with global expansion by Burger King include political unrest e.g. Colombia. Also, taxes and legal systems can also prove to be a barrier for Burger King as an entrant into the international market.

Burger Kings’ Domestic and International Revenues Burger King earns about two- thirds of its revenue form operations in the U.S and Canada and one third from other areas. I believe that this relationship should defiantly change. This is because if something catastrophic were to happen, the company would experience very serious losses. According to Zacs Investment Research, harsh weather conditions in the year 2010 affected sales in the U.S and Canada by 3.9%. This is a substantial amount to money to the company and can cripple operations. Being that Burger King has shown significant success internationally, I believe that they should continue to expand and stop ‘putting all their eggs in one basket.’ Burger King prefers to enter markets with more youth and shopping centers. I believe this is so because generally, the youth tend to prefer fast food over traditional food. Also the age factors i.e. 18-35yr olds generally tend to known as the ‘busy generation’, making it more convenient to open locations where these people can grab food and go. Lastly, shopping malls are an ideal setting for a fast food restaurant because shoppers would prefer to spend more time shopping that waiting for

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