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Carl's Jr: Developing a Sustainable Competitive Advantage
內容大綱
In April 2019, Carl’s Jr. Restaurants LLC (Carl’s Jr.), an American fast-food restaurant chain, faced an important decision. The company was up against strong competition from both traditional players in the fast-food market and newer competitors in the fast-casual dining market. In 2017, Carl’s Jr. had stopped using the provocative ads it had become known for, and in 2018, the company ended a long co-branding relationship with Hardee’s Restaurants LLC. Due in part to these changes, the company was struggling to form its own identity. Carl’s Jr.’s chief executive officer needed to develop a sustainable competitive advantage in order to make the company relevant again in the minds of consumers.
學習目標
This case can be used in an undergraduate- or graduate-level courses on the fundamentals of marketing or marketing management. This case can also be used in an undergraduate- or graduate-level course on introduction to management or strategy to illustrate the importance of developing and maintaining a competitive advantage. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify and discuss various sources of competitive advantage.</li><li>Assess the sustainability of a competitive advantage.</li><li>Identify and discuss the strengths, weaknesses, opportunities, and threats (SWOT) facing an organization.</li><li>Describe the process of creating a sustainable competitive advantage.</li><li>Illustrate how a company can turn its fortunes around.</li></ul>