If given the responsibility of running Burger King as CEO, I would actively concentrate on every aspect of quality first and also measure customer satisfaction constantly. My first series of strategies would be to measure service quality across as many dimensions as possible using the SERVQUAL methodology (Parasuraman, Berry, Zeithaml, 1991). This would provide invaluable insight into how best to progress with in-store improvements, while also gaining insights into how Burger King is perceived by each segment of customer as well. Second, I would concentrate on continual training and the development of better techniques for managing the "have it your way" process looking to make new product introductions quickly capitalize on this core strength of the company. Third, I would make sure everyone in the company had a very clear understanding what their role is and how it relates to domestic and global operations. I'd focus on expansion in selective markets where market share could be quickly won and focus on competing with Burger King's own quality, sales and profit levels first. By taking these approaches the company would be able to withstand the competitive threats of much larger and better financed competitors and grow profitably over the long-term.
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Thomadsen,…
