Friday, February 14, 2020

Burger King Beefs Up Global Operations Case Study

Burger King Beefs Up Global Operations - Case Study Example The company today enjoys a larger foreign market than its main MacDonald. Burger King’s core competency lies in the unique method it uses to cook hamburger. Burger King cooks using flame- broiled method, different from grills that fry. This relates to the company’s service delivery options to its customers. It also offers a variety of options to its customers on how they prefer the burgers served to them. Most of Burger Kings restaurants are in the United States. Since the company started in 1954, its menu has extended to include breakfast, chicken, fish, and salad as part of the menu. Whopper sandwich is until today considered the firm’s signature product. Burger King started in 1954 as InstaBurger King. It went public in 2006 and has since then operated autonomously. The company grew to five restaurants by 1959. It was still in Miami, Florida and operated as a private firm. The name changed to Burger King in 1959 when it started domestic franchising. Pillsbury bought it 1967, after which franchising improved considerably. Pillsbury, in 1989, sold the company to the British company Grand Metropolitan. The merging of Grand Metropolitan and Guinness later formed Diageo, in 1997. The company has well-structured advertisement campaign. It uses big campaign companies outsmarting its competitors. The United States is nearly a full-grown market for fast food despite the growth opportunities available. This is particularly for hamburgers. Burger Kings plans to increase its market to international scale (Parasuraman, Grewal, & Krishnan, 2006). The company targets countries with a large population, mainly of young people, high beef demand and consumption. Other factors include capital availability for franchising and a favorable business environment. McDonalds is the main competitor of Burger Kings. International expansion of Burger Kings is, however, higher than McDonald’s. This presents both

Saturday, February 1, 2020

Apple Store Research Paper Example | Topics and Well Written Essays - 1250 words

Apple Store - Research Paper Example In this avenue, the techniques applicable are a web server hosting the web address, content, and software that may mediate communications for the two parties. Remarkably, communication through this system is efficient as customers make orders for the goods they need directly to the supplier. Moreover, this technique requires provision of an internet address, which is useful to the supplier as they may use the email address to communicate to the consumer about new products on sale in future. Essentially, the use of mobile phone verbal communication also helps in the creation of dialogue with the two transacting entities. It creates trust and dialogue, which enhances customer service and satisfaction because consumers are able to make verbal communication on the specifics of the product they are buying (Ahrens 31). As for Apple store, the preferred technique for marketing communication is website communication because of the large customer base hence making it difficult to make one on one phone dialogue. Offline interactive communication In this form of traditional marketing communication, retailers make direct approach to the consumer in order to create product awareness and encourage buying. The techniques involved include direct marketing, personal selling, and sales promotions. However, the products on sale are not as per individual customer specifications, but are as per the supplier’s ideas. However, the application of this concept still applies to many businesses despite the available one to one marketing techniques. In this regard, Apple store uses sales promotions and direct marketing to market products on sale in order to attract customers to buy their products. Online passive communication techniques These are one-way progressive communication techniques where the supplier informs customers about the goods on sale without expecting any feedback from them (Kurtz 536). For instance, these techniques include television, radio gadgets, and any form of printed media. In essence, any concerns that a consumer might have does not get to the supplier hence facilitating difficulties for them in decision-making. Given the option, television is the most suited technique for apple store as it helps persuade consumers to visit the store and buy from them b ecause televisions show the images of the products available at the store. Offline passive communication techniques In the past, marketing communication was a traditional concept where communication only focused on the target population and not on individual customers. This concept is still relevant in today’s marketing strategies despite the fact that communication is not specific. For instance, this form of marketing communication uses public relations and product advertising to ensure that the message on the products reaches the potential customers. Therefore, Apple store uses product advertising as a way of reaching wider markets because of the ability to create awareness towards many. Recommendations First, the progressive technique of internet and website communication forms a vital aspect of marketing. However, Apple store should