IMM - Burger Makers: International Marketing Strategy for Singapore

This report analyzes the external and internal factors affecting Burger Makers' international marketing strategies as the Jordanian company seeks to establish its business in Singapore. It includes a detailed analysis of the fast-food market in Singapore, using tools like PESTLE and Porter's Five Forces to assess the external environment. Internal analysis is conducted using SWOT and the 4Ps marketing mix to evaluate Burger Makers' strengths, weaknesses, opportunities, and threats. The report also develops prelaunch campaign strategies for the company, focusing on adapting to local tastes and preferences, leveraging technology, and maintaining product quality. The ultimate goal is to provide a comprehensive international marketing plan to ensure Burger Makers' successful entry and growth in the competitive Singaporean fast-food market. Desklib provides access to similar solved assignments and study resources for students.

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author note

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Executive Summary
The purpose of this report is to understand and analyze the importance of both external and
internal factors affecting international marketing strategies along with detail analysis of the
international marketing campaign strategies. The chosen Jordanian Organization which is
supposed to establish its business in Singapore is Burger Makers Company. In this report,
various external and internal factors that will affect the International expansion of Burger Makers
have been analyzed. Along with this, several strategies has been developed for the prelaunch
campaign of the company in Singapore.

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Table of Contents
Assignment Component1.................................................................................................................3
Introduction..................................................................................................................................3
Identification of the importance of both external and internal marketing factors...................3
Evaluation and justification of the factors in context of the Burger makers...........................5
Assignment Component 2..............................................................................................................10
Strategic planning of International Marketing Communications campaigns........................10
Marketing Communications strategic planning approach and benefits of International pre-
launch Campaign of Burger Makers......................................................................................12
Conclusion.................................................................................................................................15
Reference List................................................................................................................................16

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Assignment Component1
Introduction
International marketing is a crucial for an organization which is planning to expand its
business across the world. In this era of globalization, every business organization is working on
enhancing its business in the international market. Expansion of business in the international
market not only results in increment of the amount of consumers in an organization but also
enhances the revenue of the company eventually. However, before an company decides to go
international and offer its products to a completely new market, every organization should
perform adequate research to understand the potentiality of the chosen foreign market. An
organization must conduct research to analyze the political, legal, economic and environmental
structure of the market. Apart from that, a company needs to understand the potentiality and
popularity of the existing competitors in that particular market (Solomon et al. 2014). Analyzing
all the above mentioned factor will help the company to decide if the company has the
potentiality to expand in the chosen global market. Besides conducting external analysis, a
company needs to conduct internal analysis to understand its strengths weaknesses and potential
threats that will impose impact on the company while expanding its business in the international
market. Conduction of internal analysis also helps an organization to understand the
opportunities that will help the organization to overcome its weakness and expand in the
international market.
Identification of the importance of both external and internal marketing factors
In order to conduct external and internal market analysis, it is very crucial to perform
market auditing (Czinkota and Ronkainen 2013). The Marketing audit may be defined as the

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comprehensive, systematic, evaluation, analysis and interpretation of the international market
environment. It includes analysis of external and internal market, evolution of goals, strategies,
principles in order to access the problematic areas, opportunities along with recommendation of
an action plan in order to enhance the company’s marketing performance. International
marketing audits chiefly involves the following internal and external parameters:
Internal Parameters
The Internal parameters of International Market Auditing involve Marketing mix, labors,
marketing team, machines and investment. In order to conduct internal auditing, an organization
needs to inspect its current operations and processes like profits, costs, sales and others. This
helps the company to know about the existing loopholes which in turn helps the company to
develop strategies to close it (Armstrong 2015). Therefore internal parameters of Market auditing
help an organization to identify and overcome its shortcomings.
In order to conduct internal market analysis, the SWOT analysis model can be used.
SWOT Model is basically a marketing tool which is used to determine the strengths,
weaknesses, opportunities and threats of an organization (Srdjevic, Bajcetic and Srdjevic 2012).
While strengths and weaknesses are the internal factors of the company which can be controlled
by the company itself, opportunities of a particular organization in the international market are
determined by certain external factors.
The second marketing tool that can be used for internal analysis is the Marketing Mix
Model. The Marketing mix is a crucial tool that helps the management of an organization to
understand what the service or product can offer to the consumer of the international market. It
also helps to management to plan for a successful product offering. The above mentioned tool is

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commonly executed with the help of 4P’s of marketing namely, Price, Product, Promotion and
Place.
External Parameter
The external marketing audit includes positioning, segmentation, buying behavior,
consumer believes of the chosen international market. In external audit the above mentioned
factors are being assessed and detailed reports are generated. Apart from this factors, the
competitive environment a well as the economic environment of the specific market are also
analyzed. In order to access these external factors, a common marketing tool known as the
PESTLE model can be used. Besides that, in order to access the degree of competition in the
market, Porter’s five forces model can be used (Yüksel 2012). While PESTLE Analysis is
comprised of analysis of the Political, Economic, Social, Technological, Legal and Economic
factors of the chosen international market, Porter’s 5 forces Model majorly access threats from
the substitution products, power of the suppliers, power of the buyers and threats from the new
entrances in the chosen international market.
Evaluation and justification of the factors in context of the Burger makers
Singapore is considered to be one of the most developed food market in Asia. The fast
food market of Singapore is continuously growing. According to marketing statistics, the fast
food market value of Singapore in 2017 is approximately 1.16 billion U.S. dollar which is a huge
amount compared to the other fast food markets of Asia (Gordon 2012). Therefore it can be
clearly understood that the decision of Burger Makers to expand its business to Singapore is
justified. Considering the fact that Burger Makers is approaching the fast food market of
Singapore it is crucial for the company to conduct the above mentioned external and internal

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analysis to understand the fast food market of Singapore and develop marketing strategies to
ensure prosperity in the chosen fast food market.
External market analysis of Burger Makers
In order to understand the political, economic, social, technological, legal and economic
factors of the chosen international market, the management of Burger Makers should conduct
PESTLE Analysis of the fast food industry of Singapore.
Political Analysis
Political analysis involves governmental policies, laws and regulations of the country
which imposes an effect on the business organizations of that specific country. Considering the
fact that Singapore is a bureaucratic as well as a democratic nation, the political condition of the
country is highly stable. In order to expand its business in the Singapore, Burger Makers must
abide by the tax, food safety and health related regulations of Singapore.
Economic Analysis
Being a highly developed country, the economic condition of the fast food consumers in
Singapore is stable. Besides that, being a famous tourist spot, Singapore can be considered as a
potential market for fast food industry.
Social Analysis
Considering the fact that citizens of Singapore are getting more and more inclined
towards healthy life style, Burger Maker should incorporate fast food products consisting of
healthy ingredients in its menu list. Besides that, as fast food business is highly affected by the
local taste and preferences, the mentioned company should incorporate local preferences in its

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menu list. Since the life style of the Singaporean citizens is fast, fast food products are preferred
in Singapore due to its quick and easy deliverance (Baker and Saren 2016).
Technological Analysis
Being a technologically advanced country, Singapore remains up-to-date with the latest
technologies. This will help the Burger Makers to maintain the quality and service of their
product equal in every outlets along with fast deliverance of the products. It also ensure both
online and offline advertisement of the Company.
Legal Analysis
Singapore has strict health laws that affect the fast food industries of Singapore. Besides
that, the country has several labor laws which must be abided by the burger makers to establish a
successful business in the country.
Environmental analysis
Being a developed country, Singapore imposes several laws to maintain the cleanliness
and environmental safety of the country. Therefore in addition to the above mentioned laws, the
Burger Makers must abide by the environmental law to establish its business in Singapore.
In order to understand the degree of competition in the Singaporean industry, Porter five forces
analysis have been conducted bellow:
Bargaining power of the Buyers Since a lot of fast food brands are present in the
Singaporean market, the power of the consumers is
pretty high in Singapore (Dobbs 2014).
Bargaining power of the suppliers Considering the fact that the chief ingredients of

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the fast food industry are readily available in the
Singaporean market, the power of the supplier is
pretty low there
Threat of substitute products Considering the fact that consumers are inclined
towards healthy foods, the threat of substitute
products is high for Singaporean fast food industry.
Competitive rivalry Since a huge number of fast food companies are
present in Singapore, a high amount of rivalry is
present between the existing fast-food brands.
Threat from new entrance Due to high amount of entry cost in the fast food
industry and the high competition, the threat of new
entrants is low in Singaporean market.
Table 1: Porters Five forces Analysis of Burger Makers
Source (created by Author)
Internal analysis of Burger Makers
In order to understand and solve the loopholes of its management and develop strategies to
expand in business in the fast food market of Singapore, 4P marketing mix and SWOT analysis
of Burger Makers has been performed bellow:
4P Marketing Mix of Burger makers
Product Place Price Promotion
Considering the fact that
Burger Makers is going
to establish business in a
The Burger makers
should take the
advantage of both
Being a new entry in the
highly competitive
market of Singapore, the
Considering the fact that
the country is
technologically

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country where the
consumers are inclined
towards a healthy
lifestyle, the company
should incorporate
healthy products like
brown rice and
spinaches in its fast food
products.
online as well as the
offline marketing in
Singapore.
company should set its
price range cheaper than
its existing competitors
without affecting the
quality of the product to
attract consumers.
advanced, Burger
Makers should promote
its product through
social media, television,
hoardings and
magazines.
Table 2: 4P Marketing Mix of Burger makers
Source (Created by Author)
SWOT Analysis of Burger Makers
Strengths Weaknesses Opportunities Threats
 The quality of
the burgers
and French
fries of the
Company
really good.
 The company
provides a
good number
of variations
 Being a local
company of
Jordan, the
company
doesn’t have
brand equity
(Whitton et al.
2014).
 Being a new
entry in the
 Burger Makers
can increase
its menu list
by
incorporating
healthy
products in its
menu list
along with
adding more
 The
competitive
pressure in the
fast food
industry in
Singapore is
high. Some of
the major
competitors of
the company

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of burgers to
choose from.
 The prices of
the products
are much
cheaper with
respect to its
quality.
fast food
market of
Singapore, the
company will
have low
consumer
loyalty.
 The company
needs to bring
new items in
the menu list
to cope up
with its
consumers in
the
international
market.
fast-food
products in its
menu list.
 The company
can enhance
consumer
loyalty and
brand equity
by selling
quality food
product in a
much cheaper
rate.
are Burger
King, KFC
and
McDonalds.
 Another major
threat for the
company is the
inclination of
the citizens
towards
healthy
lifestyle.
Table 3: SWOT Analysis of Burger Makers
Source (Created by the Author)

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Assignment Component 2
Strategic planning of International Marketing Communications campaigns
International Marketing communication campaigns, also known as advertising campaigns
can be defined as actions and activities which are performed by the management of a certain in
order to promote a particular product or service in the international market. The mentioned
campaign is done by spreading a particular massage through various promotional media that
include print media, television, internet and others (Same and Larimo 2012). The strategic plan
for marketing communication campaigns are designed in a step by step order. Internal marketing
Campaigns are not just about advertising the product or the company butt it includes tactics,
exhibitions and various other techniques to make the consumers of the chosen international
market aware of the product or the organization.
In order to plan an effective strategy of marketing communication in International market
factors like cultural issues of the chosen international market, media choice for promotion of the
business should be considered. Other factors that required to be considered while conduction a
international marketing communication includes the following factors:
 Level of literacy of the consumers of the chosen market
 The diversity or similarity of religion, morality, beliefs, values and mortality of
the targeted International market
 The economical status of the consumers in the chosen market.
 The work ethics of the employees of the chosen international market.
 Finally the role of the family members of the consumers should be taken to
account.