Creating Organizational Culture.docx

Secondly they will have to implement diversification

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Secondly, they will have to implement diversification. This means adding new products, accommodating key features to please consumers in new countries, and learning the foreign customs. Every country is different, and if Burger King does their homework, they can avoid the failures of companies before them that were not successful in foreign markets like Walmart. Burger King cannot market the same products the same way everywhere, and that is where the diversification comes in. This will mean studying other successful restaurants, and the buying habits of food in foreign markets for Burger King to mimic what foreigners like. Therefore, the company needs to diversify certain aspects of the restaurant to be flexible to the external environment to increase revenue , and therefore increase resource allocation to new ventures to improve the business. Implementation Now that the solution has been said, it must be implemented in Burger King. To implement this solution we must schedule the decisions, and understand the function behind managing this change. Burger King has to go outside their current strategy for this to work, and needs to look for new ways to improve Burger King. This means that Burger King must have a timeframe that consists of immediate solutions, short-term implementation, as well as long-term maintenance. When this is settled, we can study off the implications and effects of this plan. For immediate implementation, Burger King will look towards ways of implementing digitization that will help bring in immediate revenue. This would mean currently trying to focus on easy ways of implementing digitization within the restaurant. The simplest task for Burger King to accomplish is developing a mobile app that provides a number of services such as a location finder, nutrition facts, and promotional offers. This app can mimic McDonald’s existing design, but still need to make sure their
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app is differentiable from their competitors 22 . This app must have accessibility and convenience in mind. If Burger King can provide this app, it will surely be used by customers. If Burger King can successfully promote the launch of this app, it will start bringing in revenue immediately. Another digital feature for Burger King to mimic is ordering kiosks at every location, allowing customers to have that option for the sake of convenience. These features have been incredibly successful in competitors, so it is not too much of a strain for Burger King to follow. This is another way Burger King will bring immediate revenue to further fund future endeavours. The more resources Burger King allocates to endeavours like these, the more immediate-term revenue Burger King will receive. Burger King has the capital to do this, they just need to begin the process and funding towards these new features. Burger King will alter their organizational structure to switch the focus onto finding ways to quickly implement these digital features to catch up with the competition.
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  • Fall '15
  • Cynthia Madsen
  • The American, BURGER KING, Fast food restaurant

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