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The Power Within Wal-Mart

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Burger King Beefs up Global Operations

James E. Payton

Columbia Southern University

Burger King Beefs up Global Operations

According to Daniels, Radebaugh, and Sullivan (2011), Burger King is the world’s largest chain of flame-broiled fast food restaurants. Its core competency is its flame-broiled burgers, whereas other fast food hamburger joints serve fried burgers or no burgers at all, Burger King offers the unique flame-broiled burgers with any options that a customer might like, consumers have the benefit of having a burger they cannot find elsewhere. Initially Burger King only sold burgers, fries, shakes, and sodas, but they have chosen to expand to offering chicken, fish, salads etc. Although they offer these extra items, they have elected to stay true to their original flame-broiled burgers, and their chosen strategy is to focus on the whopper as their signature product. This product gives them an advantage over other fast food chains (Daniels et al., 2011).

As of today, some of the strategies that they used include development of infrastructure before putting in restaurants, development of a local management team, development in established locations, establishment of local offices and headquarters and finally, continued development and use of local suppliers to meet Burger Kings’ specifications. Daniels et al. (2011) implies that Burger Kings’ core competency therefore falls in line with its strategies so that by offering a high quality product created at low costs, the company is able to create demand for its goods and generate higher revenues (p. 469).

As they were trying to turn around the company, Harrington (2000) believes that Burger King began with a basic menu, but they developed a theme for their chains that stands out. They have set themselves apart with ground-breaking advertising campaigns, for example the use of the

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