Estrategia

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  • Publicado : 30 de enero de 2012
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Introduction
A fast food restaurant chain. Founder: Carl N. Karcher. Based in USA (14 Western states) Mexico, Russia, Malaysia and Singapore.

Is part of CKE restaurants (Carl’s Jr, Hardee’s,Green Burrito and Red Burrito restaurant brands).
Approximately 11,000 employees.

They serve: Hamburgers, french fries, milk shakes, salads, ice cream.

VN Political Government policies

N

EP

VP

Employment laws Health and safety guidelines Economic

Inflation
Exchange rates

Tax requirements Social People lifestyle Healthy eating and obesity Increased vegetarianismTechnologial Investment in technologial innovations Envorinmental Green initiatives Legal Employment standards Quality requirements

Scenario Analysis

INDUSTRY ANALYSIS

Five Forces



Threatof entrance
Setting up,Product diferentiation.

• Competitive Rivalry
Price wars, competitive industry (McDonalds, BK, KFC), competence with local, regonal, national retilers of food products.

••

Power of suppliers
Farming Industry, Alliances.




Threat of substitutives
Mid-range restaurant, pre-cooked food, fast food restaurants, health food shops.




Power of buyersLittle brand loyalty.

Resources

Carl’s Jr. Production System

7

Value Chain
INFRAESTRUCT Franchising URE

Financial system Company image

Fast food industry Company image

HRMANAGEMENT

Training ,Employment incentives Job application systemHigh Turn over

TECHNOLOGICAL DEVELOPMENT

Just in time order and delivery
Quality Control Economies of scale

Wi-Fi Drive-ThruRefrigereted trucks

Commercials Advertisement

PROCUREMENT

Distributor agreements

Going green

Reception and storage of raw materials Inbound logistics Outbound logistics

Process offood Deliver of the preparation product

Party packs Packages

Fast food service Friendly customer service

Operation

Outbound logistics

Marketing and sales

Service

BCG Matrix...
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