SOE11729: Burger King Singapore Market and Marketing Strategy Project

This project analyzes Burger King's global marketing strategies, focusing on the Singapore market and the introduction of a salted egg burger. It begins with an introduction to global marketing and an overview of Burger King, followed by a PESTLE analysis examining the political, economic, social, technological, legal, and environmental factors influencing the business. A Porter Five Forces framework assesses the competitive landscape, while a SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The project then delves into segmentation, targeting, and positioning strategies, followed by a detailed marketing mix encompassing product, price, place, and promotion. The communication objective, message, and budget are also outlined. The project concludes with a summary of findings and recommendations, supported by references.

Burger King
Global Economic Environment and Marketing
8/13/2019

Table of Contents
Introduction................................................................................................................................2
Overview of Burger King.......................................................................................................2
PESTLE Analysis...................................................................................................................3
Political..............................................................................................................................3
Economic............................................................................................................................3
Social..................................................................................................................................3
Technology.........................................................................................................................4
Legal...................................................................................................................................4
Environment.......................................................................................................................4
Porter Five Force Framework................................................................................................5
Threat of New Entrants......................................................................................................5
Threat of Substitute Products.............................................................................................5
Competition from Existing Players....................................................................................5
Power of Supplier...............................................................................................................5
Power of Buyer..................................................................................................................6
SWOT Analysis.....................................................................................................................6
Strength..............................................................................................................................6
Weaknesses........................................................................................................................6
Opportunities......................................................................................................................6
Threat.................................................................................................................................7
Segmentation, Targeting, and Positioning.............................................................................7
Segmentation......................................................................................................................7
Targeting............................................................................................................................8
Positioning..........................................................................................................................8
Marketing Mix.......................................................................................................................9
Product...............................................................................................................................9
Price..................................................................................................................................10
Place.................................................................................................................................10
Promotion.........................................................................................................................10
Communication Objective...................................................................................................11
Communication Message.....................................................................................................11

Slogan...................................................................................................................................11
Budget..................................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................13

Introduction
Global marketing is determined as the procedure of adjusting the strategies of
marketing of the company to adapt to the situations of other nation or market. Global
marketing is more than selling the product or service at a global level (Czinkota &
Ronkainen, 2013). The intent of this paper is to present the marketing and distribution
strategy for the new product that is salted egg by Burger King in the Singapore market. The
paper is based on performing the market analysis of the Singapore market for the new salted
egg burger by Burger King in order to identify the challenges and opportunities it can gain in
the market. In addition to this, the internal analysis of the company is also being conducted in
order to identify the strength that can be used to introduce the new product in the Singapore
Market. In the end, the paper is focused on presenting the segmentation, targeting, and
positioning strategy that is being planned to be adopted by the company to have a defined
target and position in the Singapore Market.
Overview of Burger King
Burger King is one of the famous hamburger fast-food chains with headquarter in the
Miami-Dade Country, Florida. The company was established in the year 1953 as the Insta-
Burger King. After the Insta-Burger King experienced financial crises in the year 1954, two
of its franchisees were sold and renamed as Burger King (Doszkowski, 2018). The company
today offer its products at almost all the places including Singapore. The company is
planning to introduce its new Salted Egg Burger in the Singapore market due to increasing
demand and preference of the residents. In addition to this, the company is also planning to
introduce this new product to have a different segment of the customer to be targeted and
increase revenue.

PESTLE Analysis
Political
The political situation of the Singapore market is stable and exposes very limited risk
for the businesses. In fact, in the entire continent, the country enjoys a risk-free environment
according to the reports of PERC- the political and economic risk consultancy (Slater, 2012).
The increasing support of different government for the globalization is supporting and
offering increased opportunities to businesses like Burger King to expand business operations
and offering new products to meet the demand of the customer. Burger King can introduce its
Salted Egg Burger in the market as the stable political situation will help in reducing the
challenges for the business in the expansion and growth.
Economic
The Singapore economy is one of the most vibrant free-market economies. It is
growing at a fast rate. The per-capita income of the country is high among all the ASEAN
countries. This increasing growth and stable economic position of the country offer growth
opportunities to the businesses operating in the market (Ho, Sim & Alviar, 2011). Burger
King can successfully operate its business in the market as the improving financial position of
the customers allows them to invest in leisure and other secondary activities.
Social
Socially, Singapore is looked considered as like other Eastern Countries. But, there
are some of the residents who follow their traditional values and beliefs. It is the fact that the
younger generation is getting attracted towards the Western culture and adopting diverse
preferences as well as taste. The positive view of the Singaporean towards Western culture
and food is offering the chance to Burger King to operate successfully in the market. In
addition to this, the sudden increased demand for the salted egg in the market is an addition to
the public's palate (Commonwealth Tourism, 2017). This increasing demand can be used as

the opportunity by the company to offer salted egg in a burger form to the customers to give
it a new presentation. This will support in attracting customers.
Technology
The major reason behind the growth and change in the lifestyle of people in the
Singapore market is the advancement in technology. The advanced IT infrastructure of the
country allows businesses to execute smooth and barrier-free communication with the
customers and other business partners (Chua, 2011). With the help of IT and
Telecommunication, Burger King can promote the newly added product that is Salted Egg
Burger to the target audience.
Legal
The regulatory and legal issues have has covered a critical place in the business. In the
fast-food industry, there are increased numbers of businesses that are experiencing increased
pressure from the legal authorities to operate ethically in terms of quality. Apart from quality,
animal rights issues are also impacting the businesses due to policies and laws implemented
by the government and other responsible authorities. Burger King has to operate the business
very carefully in the market by following all the laws and regulations implemented by the
government.
Environment
The Environment and Anti-Pollution Ministry of Singapore work persistently in order
to maintain the quality of air and other different aspects. Pollution from transportation is
today one of the major problems in the urban areas of Singapore (Azam, Alam & Hafeez,
2018). In consideration of this, Burger King is focusing on increasing its footprints towards
sustainable business operations. The company tries to reduce the use of antibiotics from its
supply chain.

Porter Five Force Framework
Threat of New Entrants
A new entry in the market can impact the profit margin of the existing players like
Burger King. In the fast-food industry, the new entrants deal with the moderate cost
disadvantage since huge existing players like Burger King take advantage of economies of
scale.
Threat of Substitute Products
In the food industry of Singapore, the customers can easily transfer from one business
that is Burger King to substitutes. Further, the industry is comprised of different substitutes
such as home cooking and fine restaurants (Habib, Abu & Zakaria, 2011). This reflects that
the threat of substitute product in the industry is moderate to high for Burger King.
Competition from Existing Players
The competition in the fast-food restaurant chain is intense due to the availability of
several players that exert maximum efforts to increase their profit margin (Schlosser, 2012).
Burger King in the Singapore market deals with the competition from Wendy’s and
McDonald’s. The fast-food market is saturated due to which different businesses are exerting
their maximum efforts to maintain their market share through promotions and introducing
new products.
Power of Supplier
The suppliers hold the power to impact the operations and cost of the business.
However, the fast-food industry is comprised of a number of suppliers who provide a similar
type of ingredients with high quality and at low prices. This results in increasing the
bargaining power of the business over suppliers for negotiating the prices of the ingredients
and other raw materials.

Power of Buyer
The customers are the one who affects the performance of Burger King in the fast-
food industry. The analysis highlights that the switching cost if product or service in the fast-
food or quick serving industry is low due to which the power of customers increased to
bargain (Senauer & Seltzer, 2010). Hence, to attract customers Burger King has planned to
offer Salted Egg Burger considering the recent trend in the market.
SWOT Analysis
Strength
Burger King is considered the strongest brand of the fast-food industry. This helps it
in enabling the opportunity to easily open new branches and introduces new products like
Salted Egg Burger. In addition to this, higher market penetration is considered as the strength
of the company depending on its increased number of restaurants all over the globe (Bhasin,
2019).
Weaknesses
In spite of the moderate differentiation in the product portfolio for instance grilled
burger, the company has a weakness that is its business model can be easily imitated
(Bronner, 2018). For instance, the grilled burger offered by the company can be imitated by
different players. Similarly, the introduction of the Salted Egg Burger can be with time
imitated by the competitors.
Opportunities
The opportunity that is available to Burger King is introducing a variety of burgers
with different flavors and taste. In relation to this, the demand of the Salted Egg in the
Singapore market is increasing which offers the opportunity to the company to add salted egg

in its product range. Burger King is making use of this opportunity and therefore planning to
introduce its Salted Egg Burger in the Singapore Market.
Threat
The major threat for the Burger King is competition. In the Singapore market, the
company can deal with the competition from McDonald's and Wendy's (Forbes, 2014). The
business model of both competitors is similar to Burger King. In addition to this, both the
competitors offer a product with egg as the ingredient which can be a major threat and reason
for the failure of Salted Egg Burger.
Segmentation, Targeting, and Positioning
Segmentation
Segmentation is the marketing strategy adopted by a business to divide the market
into different groups in order to have a definite target audience to offer services and products
(Csurka, Larlus Perronnin & Meylan, 2013). The segmentation is categorized into four
segments that are:
Demographic – Under demographic segmentation, the Burger King will target
customer on the basis of age, income, etc. in order to have a definite segment to offer Salted
Egg Burger.
Geographic – Under Geographic segmentation the company will target customer on
the basis of their nationality and region where they live.
Psychographic – Under this type of segmentation the business will focus on the
lifestyle and way of thinking to divide the market.
Behavioral – Under this, Burger King will divide the market based on their decision-
making process, behavior, interest level, etc.

Targeting
Target market is said to be the group of people that are focused by the marketing
efforts of the business (Weinstein, 2014). Here, the business selects those target whose
demand matches with the product offered by the company. In addition to this, having a
described target market supports business in designing marketing strategies. The target
market of Salted Egg Burger is medium to high salary customer of Singapore. In addition to
this, the company is majorly targeting non-veg food consumers and health-conscious
customers.
Positioning
Positioning is said to be the place occupied by the product or service in the eyes of the
target audience (Levens, 2010). If a business desire to establish a strong position in the
customer's eyes it has to highlight its distinguishing features in comparison to the
competitors. Distinguishing feature can be in terms of quality, design, taste, flavor, color,
packaging, etc. The distinguishing features of Burger King that will support its Salted Egg
Burger to gain the leading position are taste, price, quality, etc.
Positioning map

Source [(By Author, 2019)]
Marketing Mix
Product
Burger King operates its business in the fast-food market of Singapore with the
motive to offer a variety of burgers and fast food to the customers. The product range of the
company is comprised of Burger, Beverages, Salad, Desserts, Veggies, Fish and Chicken
(Burger King, 2019). In order to increase its product line, the company is planning to add
Salted Egg Burger with the motive to meet the increased preference of the customer in the
market. The motive of the company to offer this is to put a step forward towards offering
healthy food.
High
Quality
Low
Quality
High
Price
Low
Price
Burger King
Wendy’s
McDonald’s

Price
Burger King will adopt a market-based pricing strategy to charge the prices from the
customers for its products. According to the concept of market-based pricing, the business set
the prices depending on the prevalent market situations, demand, and supply conditions along
with the pricing strategy adopted by the rival (Accounting Tools, 2018).
Place
In order to avail the Salted Egg Burger, the customers can visit the restaurant of the
Burger King. Along with this, they can place the order on the online website of the company.
The company has an indirect distribution channel under which the supplier provides the
product to the main company and then the company distributes the ingredients to all the
franchisees. The franchisees then make the finished product and offer them to the customers.
Further, the company will adopt a push and pull strategy under its distribution channel
for selling its products. Under the push strategy, the company will push its distribution
channel partners to sell the products to the customer by offering different benefits and
discounts. On the other side, under a pull strategy, the company will attract customers to
purchase the product through promotions.
Promotion
Promotion is said to be the marketing effort exerted by the business to increase the
awareness of the customers regarding the product or service it offers (Marshall, 2010).
Burger King majorly depends on the advertisement for the promotion of its services and
products among the target audience. The company promotes the business over online medium
and on television and print media. In addition to this, for the promotion of Salted Egg Burger,
the company will offer coupons and online website.