Burger Fuel is a major restaurant chain in New Zealand that has managed to offer gourmet burgers and incorporated delicious, fresh and natural ingredients to the food items for satisfying the tastes of customers and influenced their budding tastes to grow and remain inclined to the specific brand of NZ. Burger Fuel has a good amount of revenue generated in terms of local business and with the inclusion of stores in over 50 locations in New Zealand, the company has already made a mark within the restaurant chain industry. The company now wants to enter the marketplace of Thailand with the consideration of market conditions andbyassessingtheexternalenvironmenttoensureinfluenceonconsumerbuying behaviours and ensure successful global business management too.
Thailand has a good score though in terms of Government spending, monetary freedom, labour freedom and fiscal freedom when compared to the score of other countries all over the world. Obtaining a license and starting a business consumes lesser time and thus the management of contract reinforcement and credit securing is much easier too. The health awareness among customers in Thailand is high and thus Burger Fuel will need to focus on delivering unique food items that boost of quality as well as safe and healthy components required to meet the preferences of customer largely. Based on the present labour policies, legal rules and regulations, the migrant employees are often exposed to discriminatory activities, hereby, resulting in lowering the morale of staffs. The company should manage corporate social responsibility practices and adopt the local culture to prevent any form of discrimination within the workplace and even prioritize on keeping the environment safe and healthy.
To make a positive mind set among them, Burger Fuel will need to introduce new food items based on the local culture and those shall be differentiable from the similar kinds of burgers made available by other companies in the marketplace. This can be beneficial for influencing the consumer buying behaviours and ensure drawing in more clients to increase the revenue generation capability too. The Joint venture mode of entry into the global market and engagement of social media platforms should enhance the efficiency of global marketing strategy, furthermore allow to create a sustainable position in the concerned industry of Thailand with efficacy and also gain competitive edge over its competitors.
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