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Writer about Burger King Marketing Evaluation

Assignment id 1013167
Discipline Writing
Assignment type Essay
Words 2634
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Burger King's core competency is fast food restaurant franchises specializing in made to order, flame-broiled burger sandwiches, especially the "Whopper". Using the strategy of industrial business to capture market share Burger King offers an identical product (hamburgers) in another way (flame-broiled). This approach of product differentiation a part of the company conduct category that Burger King uses to set itself apart from its rivals. So as to compete with its own fast food opponents Burger King enriches its core competencies on its own marketing and product plans, thus simplifying market share. Burger King employs a dispersed configuration for day to day operations as the vast majority of the restaurants are franchises with local providers. Nevertheless Burger King Headquarters uses a concentrated configuration for development and marketing of products, as well as pricing. This centralization of promotion assists all franchises worldwide and provides the best value for your organization, however, the management of accessible products and pricing has proven detrimental to the overall success of their firm. A post on CNNMoney.com describes the failure of this 1 double cheese hamburger to provoke sales and how several franchisees filed lawsuits against the headquarters because of being forced to sell the double cheese burger at less than cost in order to increase earnings because of its headquarters and investors and not the franchisees. By opting to expand into niches later compared to other fast food restaurants Burger King hopes to avoid the difficulties of developing infrastructure and establishing a market foundation. As an Example, by adhering McDonalds into Brazil, Burger King averted the need to develop the infrastructure and then indicate...

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