Essays on Critical Evaluation of Entrepreneurial Australian Business Case Study

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The paper "Critical Evaluation of Entrepreneurial Australian Business" is an outstanding example of a business case study.   Fast Foods business enterprises have grown tremendously in Australia with McDonald's leading the pack. Fast foods have become popular since they provide a quick way of satisfying the needs of customers within a short time. Hungry Jack’ s offers a perfect example of the growth of fast foods businesses in Australia and the world. Formulation of business strategies and timely implementation is responsible for tremendous growth in business. The path followed by Hungry Jack’ s in its branding and trademark has ensured growth and independence from the parent company.

Its establishment in the Australian market and the world at large has not occurred without challenges and obstacles that have been overcome (Pollan, 2009). This paper presents the analysis of Hungry Jack’ s of Australia as an entrepreneurial business and provides recommendations for further growth. Background of the Business Hungry Jack’ s Ltd is an Australian master of fast food which is a franchise of Burger King Corporation. It is a subsidiary of Competitive Foods Australia which is a company owned privately by Jack Cowin.

Hungry Jack’ s operates and owns Hungry Jack’ s restaurants in Australia. The company has over 300 stores across Australia making it the second-largest franchise belonging to Burger King Corporation. Carrols Corporate is the largest franchise. Burger King used the trademark Hungry Jack’ s on its entry to Australia found out that its name was already patented as a takeaway food shop in Adelaide hence the trademark Hungry Jack’ s was chosen (Wheelen & Hunger, 2012). The first restaurant was in Innaloo, Perth and from there is gradually moved to other states.

Hungry Jack’ s Ltd renewed its franchise in 1991 with Burger King Corporation and therefore being able to license third party franchisee. Hungry Jack’ s restaurants maintain a 1950s theme. This era music is played in these restaurants with related contemporary pictures as well as memorabilia used as dé cor. The tables and seats are laid out in the style of 1950s style in the sit-down type of restaurants. By the end of 2011 Hungry Jack’ s promised an overhaul of its restaurants, menus, advertising and uniforms. The slogan that goes ‘ Burgers are Better’ was replaced by ‘ Hungry Jack’ s makes it better’ (Chalpat, 2010).

The company has restaurants across Australia and globally. It comes second to McDonald's.   Challenges and business operations Hungry Jacks operations are not viewed in the market to be superior to other competitors in the market. Hungry Jack’ s is regarded as second-placed after McDonald's that is rated as the market leader. Being a follower does not allow the Hungry Jack to set trends like pricing and new product development. A market leader takes this coveted role. The supply chain of the restaurant is not very elaborate in Australia and there are some bottlenecks in distribution that have to be dealt with.

The restaurant has been unable to penetrate to other new markets owing to the high cost of entry. This is not the case for other international companies like McDonald's. Due to limitation of resources the company is unable to nationally achieve an equal share of voice as compared to its competitors. The distribution of the company has to grow strong in order to counter the threat by McDonald's (Parker, Parker & Craig, 2008).

The company penetrated into the Australian market as a franchise and has grown to be a reputable company. The supply chain of the company is still expanding and the company increases are service delivery. The company has penetrated into the international market and increased its customer base. Flexibility in service delivery and prices can ensure that Hungry Jack’ s remains on the path to success.

References

Adams, C. (2007), Reframing the Obesity Debate: McDonald’s Role May Surprise You, Journal of Law, Medicine, and Ethics 35: 154-157.

Chalpat, S. (2010) "The burgers sell better at Hungry Jack's", WAToday.com.

Charmaine, S., 2006, The Complete Asian Cookbook, Seoul: Tuttle Publishing.

Ferrell, O.C., & Hartline, M. (2007), Marketing Strategy, New York: Cengage Learning.

Parker, D., Parker, D.W., & Craig, M.A. (2008) Managing Projects, Managing People, Melbourne: Macmillan Education AU.

Terry, A. & Forrest, H. (2008) Where's the Beef? Why Burger King Is Hungry Jack's in Australia and Other Complications in Building a Global Franchise Brand, Northwestern Journal of International Law and Business, 28 (2): 171–214.

Pollan, M. (2009), In Defense of Food: an Eater's Manifesto. New York City: Penguin

Smith, A.F. (2006). Encyclopedia of Junk Food and Fast Food, Toronto: Greenwood Publishing Group.

Wheelen, T.L., & Hunger, D.J. (2012). Strategic Management and Business Policy: Toward Global Sustainability, Sydney: Pearson Prentice Hall.

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