個案資料
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Burger King France: Acquiring the Quick Chain
內容大綱
In 2015, Burger King France operated 26 Burger King restaurants in France and had ambitious plans for growth. In a press release, Burger King France shareholders announced the projected acquisition of Quick, a chain of 509 fast-food restaurants operating in France and a few other countries. Burger King France intended to gradually convert the Quick restaurants into Burger King restaurants—a move that would turn Burger King into the second-largest fast-food chain in France. While this acquisition provided a significant growth option for the Burger King chain, it also posed several challenges in the form of brand image, company culture, and the many issues that could come with the process of converting and internationalizing a chain within its home country.
學習目標
This case is suitable for an undergraduate or MBA course on entrepreneurship, franchising, or international strategy. It seeks to fulfill the following teaching objectives:<br><ul><li>To help students understand the internationalization strategy of franchise chains</li><li>To provide students with an opportunity to evaluate the challenges associated with converting existing units into a new brand</li><li>To provide students with an opportunity to develop their communication and decision-making skills in terms of dealing with an acquisition</li><li>To provide students with an opportunity to consider the need for local adaptation</li><li>To teach students to assess the importance of dealing with specific cases found within a chain</li></ul>