Carl's Jr: Does the Firm Possess a Competitive Advantage?

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CARL’S JR
• Does the firm possess a competitive advantage?
-How can it be sustain?

There’s room to grow the hamburger business in Thailand, as consumption remains low compared with other fast food categories, and there are few players in this segment.

A competitive advantage exists when the firm is able to deliver the same benefits as competitors but at a lower cost or deliver benefits that exceed those of competing products.

In case of Carl’Jr , the resources and capabilities together form its distinctive competencies. These competencies enable innovation, quality, and customer responsiveness, all of which can be leveraged to create a differentiation advantage as follow Reputation

Over the last 65 years, Carl’s Jr. has built a reputation as America’s premier burger chain, and is known as the place to go for big, juicy, delicious charbroiled burgers. Today, there are more than 1,249 Carl’s Jr. restaurants worldwide. Value Creation

The firm's own value-creating activities, the firm operates in a value system • Includes partial table service and an all-you-can-drink beverage bar.

Sustainability of competitive advantage
-Requires customer loyalty, a great location, unique merchandise, proper distribution channels, good vendor relations, a reputation for customer service, and multiple sources of advantage. • Brand = Authentic premium American burger

• Quality = Highlight the quality and volume of fresh ingredients and value in every bite of juicy, charbroiled meat. • Location = Carl’s Jr. has been strategic with the location of each branch, selecting to be in the heart of cities in areas crowded by both Thais and foreigners alike. • Customer service = All burgers are made to order and the brand places a heavy emphasis on excellent guest service to enhance the overall dining experience. (Provides a quick-service experience)

With their wide variety of premium burgers, all made-to-order using the freshest...
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