Burger King Beefs up Global Operations - Case Study Example

The approach by Burger King to use flames in the production of its burgers works very well to support the idea of making it according to a customer’s likes. Burger King has configured its value chain by using the same strategy in setting up new units everywhere (Rodriguez, 2007). The key strategy used by Burger King is that of carrying out a feasibility study before opening any new units. They invest a lot of energy into the pre-operation activities before venturing into whatever they are willing to embark on.

Among the value chain, other activities that the company does are both strategic and operational. The one strategy that creates most value for the company is that of supporting continuous business relationship with local suppliers that meet international standards (Rodriguez, 2007). This is good because it gives the local people confidence in the products of the company as well as in creating good relationships with the locals. Burger King has been slow in its expansion globally as compared to its competitors like McDonalds (Thomas & Pederson, 2009).

This slow expansion may be the reason why it leads the others in some of the global markets which they share. In the largely populated areas, the strategy has been advantageous in that early entrants are the ones who market the fast food concept. Late entry in such a place will find that there is enough demand for the products that are on offer. In this place, they will target the unsatisfied customers in the same market. In the less populated areas, late entry will be a disadvantage. Since the population is small, there might be a situation whereby the existing restaurants can feed the entire population to satisfaction.

Entry in such a market will be extremely difficult and a gigantic task in terms of cutting a niche in a market where a business is new (Porter, 1998). When entering new countries a lot of strategizing would need to be done so that the existing restaurants’ market share is carefully considered in order to attempt and create a market for oneself. A restaurant like Burger King for example, would carefully consider this aspect. It may have the advantage in that, it is an internationally recognized brand and that in terms of infrastructure, it is easy for them to gain the customer’s confidence (Wright et al.1990). On the other hand, if the market is tool localized the local population might not like what Burger King is offering.

You may find that the local restaurants are offering local dishes which Burger King might not be able to produce as it operates within a certain menu in an effort to standardize its chains (Rodriguez, 2007). The over reliance of the American and Canadian markets by burger king should not be let to continue through the 21st century. Since the chain is the biggest in those regions, it is now the right time to venture elsewhere in an attempt to get new market share. It is high time that the owners of the chain restaurant realize that theirs is an international brand and thus it should expand more towards that state of international standards.

Instead of focusing on growth in their home region, they should aim at capturing the untapped market in places like Africa among others. This can also be easily done by merging with existing fast food chains in these areas in order to be able to have a competitive