Marketing Strategies - The Fast-food Industry of Singapore

MARKETING STRATEGIES

MARKETING STRATEGIES
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Executive summary
Fast food is known as quickly prepared food. It is associated by the less nutritious known
as the soda, hamburgers, and French fries. The fast-food industry of Singapore serves the people
effectively and catered to the food within a reasonable price by serving food. This report will
analyze the Singapore fast food industry competition, number of players and relative size,
position of competitors. It will present that industry has huge number of players within the
market, and competition is at high level. The competitors are positioned at the competitive level.
Market size is big as industry has high rate of growth. Further report will discuss the PESTLE
and porter’s forces analysis that support organization to focus more on the strength and reduce
the weaknesses within the different segments. Behaviors of buyers and customers trends has also
discussed of Singapore that present large number of people like to eat the fast food. Further
report will also discussed the industry issues that affect organization profits and success. At the
end discussion covers the change within the KFC and delivery with the effective growth.

MARKETING STRATEGIES
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Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
Competitor analysis.........................................................................................................................3
Dominant economic features...........................................................................................................5
Importance of economies of scale................................................................................................6
Industry segments........................................................................................................................6
External environment.......................................................................................................................6
PESTLE analysis..........................................................................................................................6
Porter’s forces relative strength, strengthening and weakening..................................................8
Forces...........................................................................................................................................9
Attractive industry........................................................................................................................9
Customer’s trends and buyer behaviors.......................................................................................9
Success factors.................................................................................................................................9
Conclusion.....................................................................................................................................10
Bibliography..................................................................................................................................11

MARKETING STRATEGIES
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Introduction
Singapore is known as the developed nation in Asia as provides many attractive policies
to workers over the world. It has friendly policies for foreign nations. The food industry of
Singapore has a population of 5.1 million. The total customer’s expenditure on food is around 56
percent within Singapore. The industry of food within Singapore is developing very fast and
increasing every year. This industry also employed many workers and holds 14 workers per
establishment on average. Expenses of customers regarding the fast food in Singapore are rising
every day (Etemad-Sajadi, & Rizzuto, 2013). New establishment numbers are increasing such as
franchises of fast food. This has significant growth within the sector. The surveys of government
have presented that people of Singapore spent more amount on eating out as people seeking the
convenient good of other outlets of foodservice. Individuals, families of younger middle upper-
income groups are known as the fast-food restaurant frequent users. The industry of fast food
within Singapore is known as the attractive sector. The following discussion will analyze the
Singapore fast food industry.
Competitor analysis
Organizations in the fast-food industry have the main focus to operate the business and
maintain the growth at a positive level. The industry has a trend of change. It is important to
conduct the competitor’s analysis and proper strategy ensures that the product is competing at a
favorable level. The key chains that dominant market of Singapore are Burger King,
McDonald’s, Subway sandwiches, and Wendy’s burger. These are known as direct competitors.
These all relatively deal with a similar product with different tastes and combo offers. The main
counterpart of Burger hut is known as the McDonald’s. Competitors within the industry to
outshine uses the application of POP strategy to attract the attention of the customer by
captivating pictures by tantalizing recipes that capture the attention of customers. The fast-food
industry in Singapore does the business to engross by balancing the marketing and promotional
offers. Competitors like burger king strive through reach out to the customers by offering the
many varieties of healthy food. It has seen the immense opportunity to expand to the desired
level (Hebden, et al., 2011). Wendy and Subway are not the main competitors and holds the