Carl's Jr. : Strategic Management Process

Published: 2021-09-10 04:05:09
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Category: Business

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1.Introduction
Carl's Jr. is an American-based fast food restaurant chain operated by CKE Restaurants Holdings, Inc., with locations primarily in the Western and Southwestern United States which founded on July 17,1941 (75 years ago).

That is in 1941, Carl Karcher and his wife founded the predecessor of Carl’s Jr. In 1945 Karchers moved the short distance to Anaheim, California, and opened their first full-service restaurant, Carl's Drive-In Barbeque and the restaurant became successful. In 1956, Carl Karcher expanded his business by opening the first two Carl's Jr. restaurants in Anaheim and Brea. In 1960, 24 restaurant has opened in Southern California. Since now, Carl’s Jr already expended their business at these county which is Australia, Brazil, China, Japan, Mexico, Canada, Indonesia, Malaysia, Vietnam, Philippines, Singapore, Thailand, New Zealand and other countries also the total number of locations are 1385.

In 2016, Entrepreneur listed Carl's Jr. as #54 on their Top Franchise 500 list, which ranks the overall financial strength, stability, and growth rate for the top 500 franchisees in any field across the United States. Carl,s Jr has a total of 3,664 franchised or company-operated restaurants in 44 states and 38 foreign countries and U.S. Territories.













2. Planning and Strategic Management
2.1 Basic strategies used to respond to uncertainty
Carl’s Jr. is a burger restaurant that acts as a prospector when responding to uncertainty. The definition for prospector is a company which focuses on developing new markets or services and in seeking out new markets, rather than waiting for things to happen. Carl’s Jr. has produced many types of burgers to satisfy consumer’s different needs. Below are some list of the top selling burgers :
1) Famous Star
2) Guacamole Bacon Angus Burger
3) Low Carb Six Dollar Burger
4) Turkey Burgers
5) Portobello Mushroom Burger
6) Western Bacon Cheeseburger
Hand scooped ice cream shake and malts had been introduced by the company in the year 2005 as a new product. The product is known as an ideal complement to the charbroiled burgers of the restaurant. This combination is known as a method to develop the quality of the fast food restaurant.

In year 2014, there was strong competition between the fast food companies. The company had created ‘Big Chicken Filet Sandwich’ that has bigger chicken meat compared to burgers from other fast food restaurants . Moreover, promotion was made and campaigns were launched to prove that the company’s bread is fresh-baked.

The thick burger patty which contains a variety of ingredients with high calories was also created by the company too. The purpose for creating the thick burger patty is to appeal to young guys and also construction workers as the protein can provide energy for them because this group of people burn a lot of calories in their daily life. By creating the thick burger patty, it can bring convenience to the group and also provide enough protein and energy for them.

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