Global Marketing Strategy for Burger Fuel in Thailand

Running head: MARKETING PRINCIPLE
Marketing principle
Name of student
Name of University
Author note

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MARKETING PRINCIPLE
Executive summary
The report as prepared to discuss about how Burger Fuel in New Zealand could adopt
the global marketing strategy to enter the global marketplace of Thailand. The assignment
also included how the company should conduct the external environment analysis to evaluate
the external factors affecting the business while the competitive environment was assessed to
determine the presence of competitors in the market. This helped in grabbing the right
opportunities to influence consumer buying behaviours and at the same time, manage the
global marketing mix components properly to address the international marketing aspects.
The joint venture or partnership working could be beneficial while the company must also
focus on social responsibility campaigns to deliver healthy food items by adopting to the
local culture and even contribute to the health and wellbeing of the environment and
community as a whole.

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MARKETING PRINCIPLE
Table of Contents
Introduction................................................................................................................................3
Findings and analysis.................................................................................................................3
External environment.............................................................................................................4
Competitive environment.......................................................................................................6
Consumer behaviour...............................................................................................................7
Global marketing mix.............................................................................................................8
Social responsibility and ethics............................................................................................10
Conclusion................................................................................................................................11
Recommendations....................................................................................................................11

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MARKETING PRINCIPLE
Burger Fuel from NZ to other country THAILAND
Introduction
The report is prepared to discuss about the global or international marketing strategy
that can be adopted by the restaurant chain named Burger Fuel from New Zealand to
establish its business in Thailand. Being a marketing manager of the restaurant chain of New
Zealand, I have been handed over the responsibility of researching on and develop a suitable
international marketing strategy for global business expansion with ease and efficiency. The
report will examine the concepts of international marketing and even conduct the external
environment analysis for evaluating the political, social economic, legal and cultural factors
(Chernev, 2018). It will also help us to understand about whether the company shall adopt a
sales or marketing oriented strategy for influence consumer buying behaviours. The global
marketing mix components will also be assessed here, which can allow for developing a good
marketing strategy that will help Burger Fuel in New Zealand to contribute benefits and
values to the hospitality, food and culinary industries in Thailand too. The objectives of the
report are to develop an effective global marketing strategy that can help in allowing the
company to expand to Thailand on the global context (Burgerfuel.com, 2019).
Findings and analysis
Burger Fuel wants to grow its business and reach Thailand, which can help in global
business expansion and also generate higher revenue for the business in the global business
marketplace (Christopher, Payne & Ballantyne, 2013). The company should adopt a new
global marketing strategy for sustaining in the global business environment and at the same
time, facilitate the consumer buying behaviours to make more purchases from the company
newly set up in Thailand.