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Many economic, sociological, demographic and cultural factors affect consumption patterns for food and for specific food products. Demand factors for any product, other than price of this product, are real income, prices of related goods and tastes, and the total gross country demand for a specific good is also dependant on total number of buyers and consumer expectations relating to the future, changes in which will lead to increasing consumption of one type of goods and decreasing purchasing of others. For a normal good demand increases with the real income of purchasers rising and normal good are price sensitive. Changes in the price of the product will lead to increasing or decreasing demand per capita of this product, but changes in the policy and other factors influencing tastes can lead to increasing or decreasing demand for the product at any given price. Fast food services are not normal…… [Read More]
Burger King Mexico Entry Plan
BK Mexico Entry Plan
The author of this paper is asked to propose a marketing and staffing plan to make entry into the Mexico market under the Burger King name. The author will lay out how the menu and other aspects of the chain should manifest itself in Mexico. The author will also offer a general staffing plan that accounts for wage and benefit levels and human resources policies in general.
Any person familiar with international marketing knows that using a one-size-fits-all approach to chain stores in different countries at the same time around the world is just silly if not dangerous. For example, marketing pork products in dominantly Muslim areas will raise some eyebrows as well marketing hamburgers in India. Both of these are a bad idea because the prevailing culture in question look dimly upon the consumption and mass marketing of…… [Read More]
Using cultural dimension frameworks including the Hofstede Model of Cultural Dimensions will also give Burger King greater insights into how they can successfully launch into smaller, yet highly profitable nations (Hofstede, McCrae, 2004).
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 SEVQUAL 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.…… [Read More]
Burger King went public in 2003 after years of private ownership and currently operates 12,000 stores in 74 countries (Daniels, adenbaugh & Sullivan, 2009). Burger King's core competency is making flame broiled hamburgers to order which is reflected by its slogan "Have it Your Way" (Daniels et al., 2009). The company uses innovative advertising strategies to differentiate itself from the competition by emphasizing the use of its flame broiled method of cooking hamburgers (Daniels et al., 2009). Even though hamburgers are the main menu item, Burger King has successfully experimented with other foods, including most recently pork ribs which were a huge success (Orensky, 2010). This shows that the company is capable of expanding on its core competency, which is important for international growth.
The bulk of Burger King's restaurants are located in the U.S. And Canada, which accounts for 69% of its revenue (Daniels et al., 2009). Burger King…… [Read More]
urger King Case Study
urger King's global ambitions for growth haven't been as successful as the company originally planned, especially in nations where supplies essential to their business model were not plentiful. The case, urger King eefs Up Global Operations, (Daniels, Radebaugh, 2011) shows how the company struggled to re-enter Columbia. What urger King did do very well was capitalize on its core strengths from a cultural standpoint, which led to their having success in razil. Headquartered in Miami, Florida urger King understands the Latin American mindset when it comes to food. This, along with the ability to understand the razilian fast food market better than their American-based fast food competitors, led to their success (Wall Street Journal, 2004).
Analyzing urger Kings' Success with Global Operations
At the center of what makes urger King a unique business is how consistently each franchise and company-owned location is able to deliver consistently…… [Read More]
Strategy Analysis Comparison
The strategy of BKC relies on increasing sales growth, enhancing restaurant profitability, developing innovative marketing strategies, improving value and quality, expanding the international platform, improving the restaurant development and expansion, using proactive portfolio management in order to influence growth, and others.
BKC's management understands that it is important to develop and implement strategies that influence the growth of the company. The growth rate of the company has reduced, which means the company must develop different strategies that reach this objective. The company must adapt its strategies to the modified behavior of customers.
Burger King also intends to increase the profit of each operating unit. By increasing restaurant profitability, BKC expects to improve its position on the market, which can further help the company expand its activity to other markets. The profitability of restaurants is a complex issue that requires strategies able to address several sides of the…… [Read More]
professional journals resources.
Burger King beefs up global operations
What is Burger King's core competency? How does it relate to its chosen strategy?
Burger King is a fast food chain that offers two unique components to customers regarding its 'burger experience': the ability of users to customize their burgers and also the fact that its burgers are flame-broiled (Brock 2012).
How would you explain how Burger King has decided to configure and coordinate its value chain? Which of Burger King's value chain activities create the most value for the company?
Burger King has expanded its offerings to include breakfast items and chicken, fish, and dessert options, although burgers remain the flagship product. It has branded itself as the 'better-tasting' burger that no one knows about, much in the same way that Pepsi has 'challenged' Coke drinkers to take the Pepsi challenge blindfolded. Burger King's Whopper Virgins campaign encouraged hardcore McDonald's…… [Read More]
, 2005; Biddle et al., 2009). Companies with more accurate financial reporting and greater control over reporting activities tend to perform better and demonstrate greater cohesion in their operations, as well, and also tend to lean towards more consistent profitability and stability, in addition (Graham et al., 2005; Doyle et al., 2007; Doyle et al., 2007a). Investment levels in firms with more consistent and accurate financial reports were also found to be more in keeping with expected results, signifying that models being used to make investment decisions were more well-founded and themselves more consistent, stable and reliable (Graham et al., 2005). While it is not exactly revolutionary to suggest that greater consistency in knowledge leads to a greater consistency in analysis and projection, the fact that this has been empirically evidenced argues quite strongly for the development of a more concrete and cohesive model of valuation.
Any such model must…… [Read More]
Everyone wants to get chance to win the millions by eating at McDonald's, and the more they eat, the more they will have a chance to win. McDonald's promotion is popular because Monopoly itself is popular (Compbell 10.)
Amy Murray, a McDonald's spokeswoman, said, "McDonald's has held the Monopoly game many time since 1987. The restaurants do see higher sales around the country during Monopoly games for a long time because it has proved to be very effective in attracting customers. Monopoly is one of the reasons McDonald's is so popular in the fast food market" (Compbell 10).
Burger King features the hopper and the BK Broiler sandwich as well as traditional fast-food fare such as fries, shakes, and soft drinks. Advertising is considered integral to the success of the company and has developed a number of memorable campaigns. The BK Broiler was a grilled chicken sandwich introduced in 1990…… [Read More]
Right now, long wait times are being reported despite the fact that the crew has the capacity to load and unload twenty trucks a day when they are only dealing with fifteen. The fact that they could handle sixteen trucks a day with one fewer person illustrates at least on part of the inefficiency right away -- if the team has one more person than they need and they are still not capable of reducing wait times, than trucks' times are not being efficiently coordinated.
If, as can be assumed, there is generally more loading occurring in the early part of the day, then perhaps an extra crew person could be hired for the first four hours of the day, with only three remaining for the last four hours. This would have no effect on the overall cost of employment for the loading crew. With the capacity to load twenty-four…… [Read More]
The communication plan
Communication is the basic ordeal of operation within the company. The company will desire to embrace the new modes of social media as done in the fashion industries. The company has collaborated with radio stations and television broadcast houses that enable the company to create awareness over its perceived products. Furthermore, the company will involve online communication channels as Twitter, Facebook, and creation of blogs, which bears the company's new products.
Distribution will be done by the present sectors and corporations, which have been distributing the company's products. The modes of distributions will be carried through the trucks and trains. The other permissible methods will be through the air and water (Smith, 2012).
In order to launch and maintain the product in the market, the company will have to use an estimated $5 million within all the branches of expanse. This amount of money…… [Read More]
human resource management policies organizations & Burger king 3.2analyse impact regulatory requirements human resource policies Burger King 4.1analyse impact Burger King structure management human resources 4.
Human esources Management at Burger King
The role of HM policies
In today's business community, the employees represent intellectual capital and create value for the employer; in this setting, they are perceived as the most valuable organizational asset (Pindroh, 1996).
In this understanding of the employees, the field of human resource management has been significantly developing to create new policies that support the economic agents in better understanding and motivating their staff members. The ultimate scope of the HM policies at any organization -- including Burger King -- is that of increasing the performances of the staff members, and ultimately enhancing the overall organizational performances. In other words, the human resource management policies are developed and implemented in an effort to align the individual…… [Read More]
This has weakened their global position over the long-term. The reason why, is because they were focused on select demographics of the population instead of which regions can provide the largest amounts of growth. However, the major marketing initiatives in the Western hemisphere have helped the firm to show future potential. This had caused the company to be sold from one organization to next, who think that they will be able to make it successful. ("Country and Evaluation")
Evaluate urger King's strategy of using razilian experience to guide its entry into Russia.
The strategy that urger King is using in razil allowed them to take into account factors that could increase the possible risks they are facing in a location. These include: developing infrastructure, establishing a good management team, focusing on major cities, establishing local offices and supporting continuous development. These elements are important, because they are providing the company…… [Read More]
Clinique and Sony invested in the Web Sitcom "Sufei's Diary" because they were trying to reach out to their target audience in non-traditional ways. Clinique has a small market share and this is a way to improve the market share by targeting an older, more upscale demographic because Sufei comes from a wealthy family. The Clinque products are actually used in the storyline (called product placement) and due to the popularity of the series, they can get into the minds of potential customers. Additionally, there are a number of other advantages, where the Sony followed this premise by having their products such as televisions and digital cameras used in the show. This is a way for a brand with a lot of competition to differentiate itself. Sony was also the producer of the video series, so they could also have name recognition at the beginning and ending of each…… [Read More]
Fast Food Franchise
Both Burger King and McDonalds seek to have a high level of efficiency in their layouts. There are different elements to a fast food layout, in general, those being the front of house, the production area and the storage areas. There is also a division between building, parking and Drive-Thru as well, but mostly this will focus on the interior.
McDonalds dedicates the most production space to the service area, both in-house and drive-thru. This allows the company to process customers quickly, and efficiently. Easier service items are handled by the counter staff. The kitchen is dense, and relatively small compared with the front of house area. The menu is somewhat limited into a handful of categories, and some things are pre-prepared. Burgers are pre-cooked and then assembled to order. Storage space is generally limited, and the company presumably receives regular shipments of supplies to allow this.…… [Read More]
Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…… [Read More]
decision to purchase, use or consume the product of a particular brand is not simply a utilitarian decision that focuses on what goods a consumer wants, it is also a matter of the consumer's self-image. The customer asks himself, perhaps subconsciously, is he "the type of person" who eats at McDonald's, or uses Bayer aspirin? From there, the customer makes a decision to use, or not use, the product. However, the answers to these questions are less than simple. They are intricately and intrinsically connected to brand image and perception. Consumers are willing to put more money and resources into things that make them feel good about themselves. Companies want to leave their customers feeling good about their purchasing decision, with a raised self-image. However, what makes a person feel good about herself changes as values and society change. More than any other industry, this may be true about food…… [Read More]
Nadel et al. v. Burger King Corp. & Emil, Inc.
What court decided the case in the assignment?
Case C960489 was filed on 05/21/1997 and heard by the Court of Appeals of Ohio, First District, Hamilton County. On 07/07/1997, a discretionary appeal (Case 1997-1386) by Burger King was filed in the Supreme Court of Ohio. he Case is Disposed.
According to the case, what must a party establish to prevail on a motion for summary judgment?
In order for a party to prevail on a motion for summary judgment in this case, it is necessary to show that no genuine issue of material fact existed. Specifically, the Ohio Rules of Civil Procedure, Rule 56 (E) states that:
"When a motion for summary judgment is made and supported as provided in this rule, an adverse party may not rest upon the mere allegations or denials of the party's pleadings,…… [Read More]
The one exception to these generalizations is Marlboro, but its dominant market share is publicized by a tobacco watch group. Marlboro itself perhaps does not want to emphasize the fact it is the most popular brand in the United States because this might draw greater regulatory attention regarding its advertising and distribution. That is the reason that is market share is being publicized by anti-tobacco activists.
Q3. Taste test
For my taste test, I selected three cola brands that would not be immediately recognizable, based upon their appearance (This eliminated the possibility of comparing 7-Up and Coca-Cola, for example). I did a blind taste test of Coca-Cola, Pepsi-Cola, and Dr. Pepper, labeled as a, B, and C. Almost every person in the taste test was able to pick out the distinctly sweet taste of Dr. Pepper. Coca-Cola and Pepsi were less obvious: while individuals were able to recognize that the…… [Read More]
Shedd, P. orehead, J. & Pagnattaro, . 2008). The Court however, in absence of any special relationship between Burger King and Iannelli does use the Walls case to highlight "particular circumstances which can give rise to such duty" (Reed, O. Shedd, P. orehead, J. & Pagnattaro, . 2008).
In deciding the case in favor of the plaintiffs, the court indicates that it was the duty of the Burger King establishment to recognize that the precipitant to the attack on Iannelli was the "teenagers' obnoxious, open, and notorious behavior in the restaurant" (Reed, O. Shedd, P. orehead, J. & Pagnattaro, . 2008). This behavior "could reasonably have been anticipated to escalate into acts that would expose patrons to an unreasonable risk of injury" (Reed, O. Shedd, P. orehead, J. & Pagnattaro, . 2008). The court recognizes that "particular circumstances" warrant the defendant to take affirmative action to reduce the risk of…… [Read More]
9 per cent market share. The article is not dated and it might easily be no longer relevant.
Finally, another situation is aroused when the sources available are specific and do not refer to the United States or to the global average. In the case of the Marlboro cigarettes for instance, the Tobacco Freedom website (2001) states that they are leaders within the Hispanic consumer segments, with a market share of 49.8 per cent. They do not however mention the overall figures.
People are reticent to the unknown -- this is a given which can be observed in various circumstances, including the taste test. While unable to associate the drink with a brand, the people drank little amounts and were always circumspect. Additionally, they tried to guess the nature of the drink. Those who consume a certain soft beverage on daily basis were able to identify the respective…… [Read More]
These kinds of lawsuits are often upsetting to the fast food industry, because it is not the restaurants' fault that someone has chosen to eat their food to excess. However, the idea of being sued because of this or because they allegedly did not tell the consumer how much fat, etc., was in their food is a real possibility in today's society.
There are changes being made because of the legal concerns, but there are also changes being made because of the health concerns that many people are facing as well. The fast food industry has made some changes to the menu, as more fast food restaurants realize that there are some very health-conscious people that still will not eat at their establishments because the amount of sugar and fat that they would receive is just too much. As some of the changes are being implemented, however, those that are…… [Read More]
Although all are fast food establishments, the designed layouts at McDonald's, Taco Bell, and Burger King vary slightly but significantly. Of all the establishments, McDonald's is the most image-conscious and intent upon marketing to children. Thus many McDonald's tend to be physically larger than the aforementioned other establishments. McDonald's caters more to fast food dining at the establishment, and containing such ambient elements as playgrounds and cushioned seating areas. Food establishments that cater more to quick dining and try to require less personnel in their design to keep costs down, such as traditional roadside eateries like Roy Rogers tend to allow customers to serve themselves, although chains such as endy's have, to a rather dramatic effect, deployed the use of 'fixings' or salad bars as ways of stressing the homey nature of the enterprise. In contrast, Taco Bell tends to emphasize the inexpensive nature of its offerings and…… [Read More]
Of course, McDonald's was quiet about its adoption of its rival's processing innovation. McDonald's might argue that in terms of its philosophy, essentially, McDonald's was putting its customers first and viewing them individual customers rather than as projected statistics plotted on a demand curve.
This philosophy is at the heart of patient-focused care, a recent strategy adopted by many hospitals in response to criticism of the healthcare system as unnecessarily faceless and bureaucratic. One example of patient-focused care is how, in the distribution of healthcare to different patients, hospitals may adopt point-of-care treatment for critically ill patients, to minimize moving these patients around. This improves patient care yet also is more cost-effective in the long run. "Patient-focused care (PFC) or patient-centered care is a model chosen by many hospital CEOs in attempts to compete. PFC is a means for decreasing the cost of providing health care while improving the quality…… [Read More]
After all, the company rationalized that new menu items had always been a part of McDonald's innovative image, and keeping on the cutting edge of restaurant trends, as had been the case with the introduction of its innovative breakfast sandwich items like the Egg McMuffin in 1976 and Chicken McNuggets in 1980 ("McDonald's Case Study,"2008).
Effectiveness of the Decision-Making Process
One problem with initiating changes like the "Made for You" campaign in the fast food industry is that customers are not always cognizant that the changes have occurred, as they are not usually connoisseurs of the food, only apprehending vaguely a decline or improvement in quality. "It seems a little bit better," observed one consumer when prompted by a reporter, noting "the bacon looks like it's just been cooked." Another frequent McDonald's patron was more complementary: "it seems like the Quarter Pounder is juicier," declared Rosemary Frigo, a nurse from…… [Read More]
9% to 734 units (Khun, 2009)
Additionally, James Moss, of Curzon Investment Property, has commented (Khun, 2009) that Dominos and Subway have been successful in the UK market as a result of their franchise models that are almost recession proof. In addition many investors (who want to own a franchise) have found these two chains to be exceptional investments. Additionally, many "Britons are also shunning posh business lunches and choosing instead to head to Eat or Pret for a sandwich (Khun, 2009,9)." The report also explains that "Independent operators (with fewer than five outlets) have increased their market share by 2.2% across the UK's top 10 cities to further fuel the feeling that many high streets are turning England into 'fried chicken Britain'(Khun, 2009,9)." The following chart illustrates the most popular cities for Fast Food in the UK.
Number of Fast Food Restaurants by City
London (central) (847 outlets)
Edinburgh…… [Read More]
This is an attempt to study the history and development of one of the great institutions of United States and a part of the images of the country that has spread in the whole world. As is well-known, the dominance of the world by United States came after the Second World War when the traditional leaders of United Kingdom and Germany lost their predominant positions due to the destructions of the war, and the impact of change in economic order due to the freedom of many countries. This was the freedom of the colonies and United States had been one of the first colonies to be free, and the former colony became the leader, along with Russia which was the pathfinder of the failed social and economic structure of communism. It was a contest between the two to prove the relative superiority of the two systems, and the…… [Read More]
Again, Mc Donald's has managed to deal with competitive threats posed by both these market players due to the fact that the prices that Burger King, Starbucks and Costa Coffee charge are much higher than that charged by Mc Donald's. The primary reason behind higher prices of Costa Coffee and Starbucks is the fact that their target market is much stronger and niche as compared to that of Mc Donald's. The recent economic crunch however, has benefitted Mc Donald's as many people who prefer sophisticated ambience, due to their lower purchasing power and increased inflationary pressures now prefer Mc Donald's over the likes of Starbucks and Costa Coffee. As a result, Mc Donald's is the strongest market player in the Global region today.
Mc Donald's target market includes all the people who travel for leisure and/or business purposes and prefer to have a luxurious accommodation. The cafe provides best possible…… [Read More]
Coca-Cola Company. Specifically it will discuss and analyze the case study, including relevant facts and recommendations regarding the study. Coca-Cola is one of the most well-known and famous brands in the world, and it has been in existence since the late 1800s. This case study indicated that it faced several ethical issues in the last decade that eroded its credibility and created strife inside and outside the company.
The facts of Coca-Cola are legendary. One writer notes, "Both the Coca-Cola brand and company took an early lead in the soft-drink industry, for the brand achieved national distribution early on and the company has consistently dominated the industry" (Wolburg, 2003). Coca-Cola is one of the world's leading soft drink manufacturers, and they sell their product in at least 200 countries worldwide. They were the leading soft drink company for decades, and their main rival is PepsiCo, who they have been…… [Read More]
Conduct a benchmarking analysis
As explained by Prasnikar, Debeljak and Ahcan (2005) benchmarking depends on comparing between two activities of an organization and another. In our case, we shall compare McDonald's activities and those of its competitors, Burger King and Wendy's.
• Best practices
McDonald's as a main player in the fast food industry is concerned with best practices with the industry. To this end, the corporation has adopted some best practices that include sustainability, nutrition and well-being, employee experience ad environmental responsibility. Accordingly, McDonald's protects the environment by going green and using methods that protect and conserve the environment. McDonald's also encourages its suppliers to uphold effective environmental. The company treats it employees well and offers them good working conditions as a way retaining them. Employees are offered training and promoted accordingly. McDonald's also adheres to ethical conduct its operations and food items are produced ethical. Similarly, the company…… [Read More]
It does not seem as if Burger King has a specific objective in differentiating itself from its competition. For a long time, the King's mantra was to "have it your way," but even that focus has more or less slipped by the wayside. Now it does little in the way of setting itself apart from its competition, what little it does do seems to be a mimic of what the other fast food restaurants are doing. Burger King does have the whopper, which is a relatively tasty hamburger well worth the money spent to purchase it, but little else is offered there to entice the fast food consumer.
Hardees on the other hand has set itself up as the "man's" fast food restaurant, appealing to the male gender with big $6 dollar sandwiches that seem to say only real men can handle this much of a sandwich. One…… [Read More]
Marketing Mix - Product
The product is a restaurant chain; Chili's Bar and Grill. The food served at Chilli's ranges from hamburgers, fries, and a drink to salads, steak and potatoes. As the title of the restaurant suggests; it is a casual dining facility that does not take itself to seriously. According to the company's website: Chili's opened as a "fun Dallas burger joint with a loyalty to happy hour and blue jeans" (Chilli's, 2012). The company was founded in 1975 and has grown from that initial restaurant in Dallas to serving customers in over 23 different nations around the world. The company's mantra is to "cook up the best in casual fare, offering the same genuine service we did way back when" (Chilli's, 2012). Currently, the company's is looking to expand even further while still maintaining the high quality food and service that they constantly strive for.
Scope of…… [Read More]
These core competencies are the focus of the recommendations given to McDonald's for the resolution of the described problems. By striving to improve their core competencies, McDonald's will be able to improve the customer service they offer to customers considerably as well as to satisfy their customers better Hammer & Stanton, 1999()
Improving production consistency
The big secret behind the success of McDonald's is that the company has long strived to embrace innovation and striving to achieve consistency in the operations of its outlets. Since the "Made for you" production process has been tested and assured to be a workable process for McDonald's this should be implemented on a storewide basis despite the huge upfront expenses to be incurred by the company. These upfront expenses will be compensated by the huge returns and improvements in quality of customer service that come from the company's use of this new production system…… [Read More]
The penetration pricing strategy is intended to be temporary, such that once the desired market effect has occurred -- the penetration has been made -- the price is then put to a more "normal" price.
An example of this in recent news is the introduction by Burger King of BK Smooth Roast Coffee. This new blend of coffee was developed to make Burger King more competitive in the fast food breakfast business, where it trails the market leaders badly. The new blend was offered with an introductory price of 25 cents (QSR eb.com, 2013). The objective of this pricing strategy was twofold. The first objective was penetration -- to get people to try the coffee in the hopes of winning over some converts. Ideally, the customer would come in daily during the promotion because this is the cheapest coffee around, and develop a habit.
The other objective is to bring…… [Read More]
Hungry Jack's: Analysis And ecommendations
As an Australian company, Hungry Jack's is likely to be affected by the strong Australian economy, which came through the global recession relatively unscathed and which continues to experience low unemployment and rising wages (CIA, 2012). A busy populous means one seeking convenient food that is easy to get, and so this should be good for business. As part of the larger Burger King Corporation, Hungry Jack's is also affected by the global tightening of capital, however, so there is some balance in the macroeconomic environment (Burger King, 2012).
Hungry Jack's is the Australian franchise of the International Burger King Corporation, first opening n 1971 (Hungry Jack's, 2012). The company's stated mission is, "to ensure that our guests return, by delivering great food through the highest standards of Quality, Service, and Cleanliness every hour of the day, every day of the year" (Hungry Jack's, 2012).…… [Read More]
McDonald's Market Structure
McDonald's (2010) is one of the most recognizable brands around the world. It is the world's largest food chain and has more than 32,000 locations in more than 110 countries. Operating it's own brand, McDonald's franchises its brand to local business people; approximately 70% of McDonald's restaurants are franchised. As of 2009, 80% of McDonald's restaurants were franchised business with the remaining 20% being were company-operated. McDonald's serves more than 47 million customers on a daily basis and employs upwards of 1.5 million people. The chain has adapted to cultural regions and offers items such as the Teriyaki Mac in Japan, substitutes lamb for beef in India, and offers variants of the Filet-O-Fish in China ("Fast Food Market Share," 2011).
McDonald's functions as an oligopoly in the burger themed fast food franchise industry. An oligopoly occurs when few firms dominate the market. For example, in the Spanish…… [Read More]
The reinforcement power of this feedback loop strengthens the customer service culture to the point where it has become for HMS Host a source of competitive advantage.
Another way in which HMSHost develops its customer service expertise is through its partnerships. The company utilizes these partnerships to institute a two-way transfer of a wide range of competencies, including technology, logistics and training (QSR Magazine, 2002). These partnerships allow partners like Starbucks and Burger King to contribute their own strong customer service values to HMS managers, who can in turn transfer this knowledge throughout the organization. This infusion of creativity allows for a wider range of ideas and best practices to be introduced into the organization, thereby enhancing organizational learning. The same occurred when HMSHost was taken over by Autogrill -- the parent company was able to influence customer service standards and bring in new ideas with regards to enhancing the…… [Read More]
Quiznos Subs Marketing Plan
Quiznos is a fast food restaurants specializing in sandwiches. Quiznos operates in a highly competitive market and needs to market effectively to increase sales and market share. The following analysis will describe a marketing strategy for Quiznos. This will begin by looking at the current situation and trends. This will be followed by looking at the key issues for Quiznos, including strengths, weaknesses, threats, and opportunities. Based on this analysis, a marketing strategy with the objective of increasing the dinner market is recommended. The final sections will describe how this will be achieved by describing the marketing strategy, actions to be taken, and control.
Current Situation and Trends
The U.S. fast food market is around $150 billion annually (Euromonitor, 2005).
The U.S. fast food market is expected to increase by about 1.7% from 2004 to 2008, to reach $153 billion in 2008 (Euromonitor,…… [Read More]
The meat comes from a local independent packing company that doesn't buy beef that has been injected with growth hormones; the buns are from a bakery in Pueblo, Colorado; and two hundred pounds of potatoes are "peeled every morning in the kitchen and then sliced with an old crank-operated contraption." The cooks make $10 an hour, and all other employees earn $8.00 an hour. hen asked why the Conway family provides health insurance for all full time employees, Rich Conway said, "e want to have healthy employees."
The author also calls for changes in the way the U.S. Congress oversees advertising, asserting on page 262 that Congress "should immediately ban all advertisements aimed at children that promote foods high in fat and sugar." The justification for that ban would be that 30 years ago, congress banned cigarette ads from TV and radio, because of course cigarettes were seen as a…… [Read More]
Move From Canada
The author of this report has been asked to consider a question about whether a pharmaceutical company should move from its current location outside Toronto to the United States in light of a few factors. These factors include their land outside of Toronto being very valuable, the fact that the taxes and costs of doing business being higher in Canada, the lowered trade barriers that came from the North American Free Trade Agreement (NAFTA) and a few other reasons. While it may seem like an easy decision to make, the company should be diligent about whether they make the move or not because there are both financial and non-financial considerations that should be taken seriously.
As noted in the parameters of the assignment, there are several reasons why a move from Canada to the United States, with the destination state being Colorado, would be a good…… [Read More]
marketing manager interviewing a job firms simultaneously. You expect asked questions interview dealing good marketing opportunities firm pursue. You prepared interview a chance offered job, decided study company interviewing.
Marketing suggestions: Low-hanging fruit, home runs, or singles
One current trend in the food industry is that of highly decadent, 'over the top' burgers. Burgers have become prominent at both the high end and the low end of the food industry, penetrating such segments as Chef Daniel Bouloud's famous restaurant in the form of a truffle oil-infused burger, and the Shake Shack in New York City, where tourists wait for hours for a premium 'fast slow food' burger in Central Park (Dickler 2007). Burger King and Wendy's have featured numerous triple-patty, bacon-stacked creations.
To pick off such 'low hanging fruit,' the pizza company Papa John could offer its own 'hamburger special,' featuring bacon, chopped up tomatoes, and hamburger meat…… [Read More]
Marketing eport for Ms. Janet Bradley
Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…… [Read More]
McDonald's Integrated Marketing Campaign
This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising in general and then specifically into fast food advertising. The second section in literature review is based on new media as a marketing communication tool and lastly, in the same chapter different aspects of marketing campaign will also be analyzed. The second chapter is a personal reflection on the experience and lessons learnt by the student while preparing the dissertation.
Table of Content
CHAPTE ONE: Literature review
Types of advertising
1.2.1 Digital advertising…… [Read More]
In a pull system, immediate customer demand pulls or drives production goals. The greater the customization demanded by customers; the more fragile the product may be, and the more quickly demand is likely to fluctuate and elude forecasting data of the past, the more a pull system, despite its potential for being slower, is attractive. Even a diner must use a pull system when making eggs, for example, because it cannot 'hold' eggs for very long. A customized dress maker cannot predict what type of garment his or her customers will desire, and customization is part of the service the high-end are paying for, when they ask for a garment. A push system is best when demand is predictable, and when the products take a long time to produce. A Christmas tree farmer must use the data of the past, as trees cannot be grown within a few months, and…… [Read More]
It is a farce, founded on dishonesty: like the old regime itself. And Alex has become the neurotic, control-freak prime minister, acting on behalf of an ageing, debilitated monarch" notes Peter Bradshaw, the film reviewer of the Guardian. A real-life parallel might be that of a child in a nursing home who carefully controls his or her parent's visitors, diet, and lifestyle. Politically, Bradshaw's implication is that the love parents and children feel can mirror a kind of tyranny. The love of an old parent can distort the feelings that the young have a changing world as they become dependant upon propping up the lies of parents. This suggest that love the young for elderly people can inhibit and even unconsciously prevent the ability of the world to change, as they live for a dying, rather than a new ideal.
The film at its best shows how love, perhaps too…… [Read More]
"In India, there are no Big Macs because the Hindu people don't eat beef. However, they have the Maharaja Mac, which a Big Mac is made of lamb or chicken meat. There is also a vegetarian burger, the McAloo Tikki" (Adams 2007). However, despite the fact that McDonald's must face what may seem like insurmountable challenges, like selling its 'burgers' in a nation like India where a high percentage of the population is vegetarian or does not eat beef for religious reasons, it still holds to the same quality standards of standardized operating and assembly procedures. This enables the McDonald's style to be exported across borders, even when accommodations must be made.
Meyer similarly keeps a tight reign upon quality control at his organization. But it is quality that his obsession, not that "French fries had to be exactly 0.28 inches thick" (Schlosser 2005). While, "the McDonald's operations manual today…… [Read More]
Pizza Hut has also managed to open franchise stores across Iraq and they could also pose serious competition. But there also exists the chance that the Iraqi consumer will not make a major difference between the American fast food stores, but will compare them to the local food providers in the street. This would also bring about serious competition.
4. McDonald's Social esponsibility
McDonald's corporate website presents the user with a wide variety of reports on their implemented social responsibility practices. These include the employment practices, relationships with the suppliers, animal and environment welfare, corporate giving or educational programs and scholarships as well as the promotion of a healthy life style or the continual support offered to the development of the communities where McDonald's operates. The primary aim of these programs is to help the company better adapt and function in accordance to the changes affecting the micro and macro…… [Read More]
Health experts declared that if Jack in the ox Inc. restaurants had obeyed Washington State's set of laws, the outbreak of an epidemic would have been prevented. Jack in the ox, on January 22, 1993, guaranteed "to do everything that is morally right for those individuals who had experienced illness after eating at Jack in the ox restaurants as well as their families." Due to the negative publicity the company was facing, Robert Nugent substituted his public relations firm. Moreover, they instantaneously stopped their hamburger production, "recalled meat from distributors, increased cooking times and temperatures, and pledged to pay all medical costs related to the disaster." Jack in the ox used the services of Dr. David Theno, in order to come up with a brand new food-handling method.
In 1994, they instituted the fast-food industry's first comprehensive food-safety program, the Hazard Analysis & Critical Control Points system. Today, they…… [Read More]
Contracting: A new type of contract
Many standard contracting agreements between the military and other entities have been subject to increased scrutiny and criticism, because of concerns about government over-spending and a lack of fiscal oversight. "Noncompetitive contracting, cost-reimbursement contracts, and time-and-materials and labor-hour (T&M/LH) contracts pose special risks of overspending. Non-competitive contracts present a risk because there is not a direct market mechanism for setting the contract price. Cost-reimbursement contracts and T&M/LH contracts pose a risk because they provide no direct incentive to the contractor for cost control" (Orszag 2009:2). With noncompetitive contracts, when the contract is guaranteed, there is little pressure to consistently offer a product or service at a competitive market price. With cost-reimbursement, all input materials costs are compensated, regardless of the ultimate budget of the project, in contrast to fixed costs projects, where the contractor is paid a fixed amount beforehand, regardless of…… [Read More]
Tax Avoidance & Firm Growth
What follows in the next few pages is a review of whether there is a correlation between tax avoidance with corporations and firm growth. Indeed, looking at the literature reveals that the evidence is mixed but that the overall answer is a condition "yes," that there can indeed be a link between tax avoidance and firm growth. To explain the conditional nature of the answer garnered, one can look to the work of Desai, Foley and Hines (2006) when they assert that "firms with sizable foreign operations benefit the most from using tax havens, an effect that can be evaluated by using foreign economic growth rates as instruments for firm-level growth of foreign investment outside of tax havens" (Desai, Foley & Hines, 2006). They further state that "one percent greater sales and investment growth in nearby non-haven countries is associated with a 1.5 to 2%…… [Read More]
Tax Planning -- Employer (II of II)
Tax Planning - Employer
The marketplace that businesses operate in has become more and more globalized and international in nature, not to mention extremely competitive. This particular report will focus on the employer and their tax implications when it comes to operating and/or headquartering in one or more countries around the world. The prior report focused on the employee. While the implications for the employee are complicated and diverse enough, they become even more complicated when speaking of the employer, and for a number of reasons.
Just as there were a number of considerations relevant to the employee and their tax treatment, there are a number of tax considerations that USCo will need to consider for themselves and they are as follows:
The actual headquarters location (nation, state/province and county/city)
The actual locations outside of that home country (or state and city)…… [Read More]
Advertising Controversy and Assessment Overview
Stage 1 Controversial Advertising
The advertisement in this controversial case aimed to actually cause some sort of stir by having models pose in proactive poses. These marketing techniques are directed at young women aged 16- 35 and fashion conscious men who are seeking to say in step with the current fashions of the day. The advertisement in this case was very effective for several reasons. The first reason for its effectiveness is because the picture is very risque and promotes a challenge to sexual and violent taboos. This cutting edge style certainly appeals to a demographic that looks to set itself apart by pushing the social envelope using sex and violence as a tool to stir emotions. The scale of the controversy also depicts the success of the ad campaign and created a definite buzz amongst the fashion industry. This ad could be…… [Read More]
childhood obesity advertising. First, there is the issue of why a young child is overweight. Of course, it can be bad habits and examples portrayed by the parents or guardians or it can be a health issue such as a gland or metabolism problem. Either way, the potential health problems for that child immediately and down the road are hard to miss. The other issue would be the bullying/social side of things. One can take one look at this girl and know that she will be bullied and made fun of for her weight. This picture of her and the implications thereof clearly focus on the former of the two points of analysis listed above rather than the latter. Some might say that the focus on the bullies and their negative actions. However, the root reason for the child being overweight is the cause of everything else and that needs…… [Read More]
On the one side are those who argue against advertisements aimed at children due to a belief that children are uniquely susceptible, and on the other side are those who sell advertisements and advertising, such as ad agencies and business school textbook authors, out of a belief that advertising is able to effect product preference in any meaningful way. In short, both of these groups are incorrect, because advertising, and animated characters in particular, actually have fairly little influence on product preference and purchasing decisions. They can generate recognition and positive emotional connections between the audience and the product, but these connections do not necessarily translate into actual purchases. However, in order to demonstrate why this is the case, one must examine some relevant scientific research on the subject and attempt to inject some reasonable skepticism into the hyperbolic claims of parents' groups and advertising cheerleaders.
Aside from market research…… [Read More]
The shock of the current spate of recalls derives from the fact that Toyota's management team was once widely considered the pioneering force behind TQM: "The Japanese combined their greater cost-effectiveness with a sustained drive for the largest possible market penetration, founded on high levels of investment, innovation, and downright ingenuity. The conventional Western approach to long-term strategic planning, with its three to five-year cycles, mostly failed to match this Eastern thrust" (Heller 2005). Toyota was famous for its Kaizen philosophy of eliminating waste and tolerating no defects, an ideal accomplished by continually auditing its products and processes.
Although it is not clear what caused Toyota's problems, some analysts have attributed the company's faltering to its passion for waste elimination. This resulted in Toyota's product line encompassing relatively few designs, and a focus on building relationships with relatively few suppliers to keep inventories low. Although interchangeability and intercompatibility of components…… [Read More]
Making Strategic Choices Strategic choice centre strategy formulation helps align company competitive edge. If choices made, a thinking strategy. However, forget limits range strategic choices lack resources, capabilities, internal external organizational issues.
What recent strategic choices have been made by the top folks at your organization that help the company to be more competitive?
In the wake of the negative publicity generated by Morgan Spurlock's documentary Supersize Me, many prophesized the decline of McDonald's. Coupled with the American obesity crisis and calls to regulate fast food, it seemed unlikely that the company could retain its image as a wholesome, All-American company. However, McDonald's fortunes quickly rebounded after a slump in 2003. The company halted its rapid expansion and "instead focused on improving the food, service, atmosphere and marketing at its existing outlets: (Adamy 2009). The company's bottom line improved, partially in thanks to the recent recession. Americans…… [Read More]
Individuals now have increasing control over how and when they receive information. Promoters now have to take a new approach to reaching potential consumers. The push method of promotion, broadcasting messages in bulk, is no longer as effective as it once was. Now promoters have to be more creative and implement more of a pull strategy to entice consumers. They have to create a desire for the consumer to want to hear the information.
Starbucks -- this brand is likely best target to populations at a national level. Not every country has a culture that values coffee in the same way.
Netflix -- Netflix is also best targeted at a national or regional level. Different populations and groups will have different media preferences.
Local milk -- the local milk brand should target the regional or local level since it is regionally produced.
d. North Face -- this brand could potentially…… [Read More]
5% 2010 over 2009, indicating a major growth bounce back. What these figures indicate is that McDonalds may be priced at the high end of its range. The company is trading just off of its 52-week high and indeed is just off of its 10-year high.
The market's growth assumptions are reasonable. China has not faced a strong economic downturn and is therefore going to continue to be a robust market for the company. Same store sales in April were up 4.9%, indicating that McDonalds' demand is coming out of the economic downturn. The company has been able to penetrate the Indian market, where it cannot market either beef or pork. Overcoming a challenge like that demonstrates that this company can continue to expand until it saturates the entire planet if it so desires.
The major international threat, Yum Brands, is expanding rapidly to build out market share but is…… [Read More]
This is largely due to the fact that, despite the constant sense of rejection of western influence among the older generation, the young generation of Muslim teenagers is more and more interested in the American lifestyle and every product that suggests a part of American culture. Dahlia Zayed, Regional Marketing Manager for TNS Middle East & Africa supports this point in her article "Fast food still sells in Egypt" arguing that the mirage of the American culture has made the society change. At the same time however, it is pointed out that the main part was played by the campaigns that tried to promote precisely the idea that companies have oriented their products according to the special needs of the Muslim religion which rejects pork meat or different other spices that otherwise make the basis of Pizza Hut products. This adaptability is important in a world of competition because it…… [Read More]
How Fast Food Restaurants are Reacting to the Shift to More Organic Foods:
To remain competitive, fast food restaurants have had to turn to
innovative products, often redeveloping their product lines, to meet the
changing demands of consumers for organic foods specifically, and healthier
foods in general. The demand for organic foods has been the mechanism for
industry evolution. As noted, McDonalds phased out their supersize menu
items, in response to society's growing health concerns. In addition,
they've begun to offer more healthy menu choices, such as low-fat items and
fresh salads, to their customers, as well as promoting healthy lifestyles
in their marketing campaigns. In the New England area, McDonald's even
replaced their coffee with Newman's Own Organic blend, in an attempt to
take further advantage of more organically-discriminating tastes of
consumers. This move has been well-received in the region. In
addition, new fast food restaurants are being introduced…… [Read More]