McDonald and Burger King are the main competitor in fast food industry in Singapore.
Organization Size
McDonald are everywhere in Singapore, they have over 120 outlets island wide and more than 8,000 employees to run the organization. Sales Promotion
“Burger King has debuted successful new limited time offers without adding back-of-the-house complexity,” Citi analysts write. “The brand has highlighted simplicity effectively - adding sauces, cheese, or when in doubt, bacon - and continues to benefit from successful promotions (2 for $5 sandwiches).” (Lutz, 2017)
Brand
Among quick-service restaurants (QSRs), consumers ranked McDonald’s No. 1 for providing “good value," “fast service" and “very convenient locations," yet scored low overall satisfaction scores from consumers regarding their most recent visit. (Naturalproductsinsider.com, 2017)
4.0 PESTEL
PESTEL analysis is a macro-environment framework for marketers to investigate and determines the various external factors that present opportunities or threat to the organization.
4.1 Political
Burger Hut operations are highly influenced by the political situation in Singapore. Rules and regulations changes of Singapore will affect the business of Burger Hut. These may include changes in taxation, food administrator, labor laws or food and beverages laws.
NEA regulates the food retail industry in Singapore to ensure that food sold at retail outlet is prepared hygienically and thus safe for consumption. This is
The food industry has better improvements yet; it still needs a thorough cleansing. Although food production has bettered in the last 100 years by its treatment of workers and government’s oversight, it has had some adverse effects like company’s protection
Food safety act 1990
The food safety act states that people who are working with food must have good hygiene practice and be able to use the services safely and prepare and store food correctly. This policy and procedure is for Food hygiene. This promotes safety because its
The law states that supermarkets control their own food waste policies. Our minister of agriculture stated that a food waste policy was underway, one that would please and benefit everyone. There were no details to what it would consist of, the reason for this was because he said that it would be public a year from now. But there has still not been any movement towards a waste free society. The minister also avoided multiple questions, talking about irrelevant content and avoiding important information such as what is the plan for the future.
Stakeholder analysis
Stakeholder are entity that will affect the organization actions, objectives and policies. There are two types of stakeholder which is internal stakeholder and external stakeholder. The McDonald’s stakeholders are customers, suppliers, employees, managers, government, local communities and pressure groups.
Customers
Customers are the external stakeholders of the company, no customer mean zero profit.
Part A. The primary externals influences to Starbucks
PESTEL describes a framework of macro-environmental factors used in the environmental factors component of strategic management. PESTEL analysis includes some several factors: political, economic, social, technological, legal and environmental factors. This report analyzes the factors which have main impact on Starbucks.
1.
McDonald’s is the largest fast food restaurant chain in the United States and represent the largest restaurant company in the world, both in terms of customer served and revenue generated. In 2014 IBISWorld market research estimated MCD held an 18.6 % of market share of the entire global fast food industry; Burger King in at just 4.6%.
Under franchising visionary Ray Kroc, McDonald 's became the world 's premier food brand by selling the rights to operate a McDonald 's store. With this model, MCD keeps overhead costs down and lets local owners deal with individual units, while food costs remain low and service remains fast for a culture increasingly on the go.
. STUDY OF ENVIRONMENTAL FACTORS
a. PEST Analysis:
i. Political:
L 'Oreal faced issues in the dermatology branch led by Galderma due to new legislations governing drugs. The EU law affects L 'Oreal and restricts their use of certain kinds of carcinogenic chemicals, such as Phthalates. L 'Oreal is obligated to produce safe products that do not contain any harmful substances.
1. Supporting point 1: Nowadays we can see these fast food restaurants in almost every shopping mall and there is at least one of these franchised restaurants in each area of the city and still increasing in number because of the high demand.
a. Sub-supporting point 1: Although there are lots of choices of food inside a mall, but people often choose fast food as it is affordable and yet it is tasty and filling at the same time.
b. Sub-supporting point 2: For example, in the Kuala Lumpur International Airport, there are a lot options of food to choose but the two franchised McDonalds are still always
The diagram above shown the CPM of McDonald’s and its competitor, KFC and Burger King; indicates McDonald’s is in a strong strategic position than its competitor. Some of the reasons McDonald’s is successful and has high market is due to it strong brand name recognition, a strong customer loyalty, and its global expansion. Furthermore, McDonald’s is also invested a large sum of money in advertising and very well known toward it charity program through Ronald McDonald’s House.
Nevertheless, there are areas in which the organization can improve.
This is a huge market since the U.S. and the world revolved around convenience. Although McDonald’s is very popular right now you never know if one day it will become a shadow to another company. Next, since there are so many competitors each company is trying to be unique and bring new things to the market. Whether it is McDonald’s McPick 2 or Wendy’s 4 for 4 competitors are trying to out shine each other, making it hard to compete and keep prices down sometimes. With a quick google search I found that there are over 50,000 different fast food chains in the United States alone.
STARBUCKS SINGAPORE
1.0 INTRODUCTION
Originated in United States (US), Starbucks selected Singapore as the third international market to expand its business in 1996. It offers all-embracing products of coffee, handcrafted beverages, light food, merchandise and consumer products as well as an exclusive Starbucks experience to the customers. Starbucks Singapore prides itself on the 100th store expansion in 2014 (Priscilla, 2014). The company is staying ahead in the Singapore coffee chain industry, yet it is facing numerous emerging challenges in the global competitive environment.
Menu
Burger king believed that its strength was in its menu which targeted only a certain section of consumers and realised that it had to make changes to be able to compete with its close competitors. It introduced 21 new and improved menu items consisting of mango and strawberry-banana smoothies, “Garden Fresh” salads, chicken wraps, mocha, crispy chicken strips, caramel frappes the expanded menu took cues from both McDonald’s and Starbucks. Earlier burgers kings target was young men with an appetite but with the changes in the menu it was able to attract a larger segment of the population include women, families and the health conscious. Burger king believe that its focus on their food will provide us the opportunity to meaningfully increase same store sales and margins.
Marketing and communication
Burger King 's main aims and objectives are to serve its customers with the bests meals and services a fast food company could possibly provide.
Introduction
Uniqlo is ranked as the 1st apparel brand in Japan (Fast retailing, 2014) and the 5th SPA (Specialty Store Retailer of Private Apparel) in the world (VFPress, 2012). The brand has demonstrated a strong development during the past years with around 818 stores worldwide, estimated at August 2015, (Fast retailing, 2014) and now, they are planning for an expansion to Vietnam market. This report will provide useful information which can be guidelines for Uniqlo’s strategy to enter a new market. The report covers four main parts: PESTLE analysis of Vietnam market; mode of entry suggestion; segments, targets and position process and 7Ps marketing mix.
Question 1:
Rationale/Executive Summary
Wimpy is a franchise in South Africa that is headquarted in Johannesburg and owned by Famous Brands. The first Wimpy was created by Edward Gold in 1934 in Bloomington, Indiana and was called “Wimpy Grills”. The first Wimpy in South Africa was founded in 1967 in Durban. When Famous brands Limited bought Pleasure Foods in 2003 it acquired Wimpy. In February 2007, Famous Brands acquired the UK-Based Wimpy and became in charge in collecting the franchise fees from the other franchises.
