Burger Fuel's Thailand Entry: Marketing Analysis and Strategy Plan

This report examines Burger Fuel's strategy for entering the Thailand market. It begins with an overview of Burger Fuel's success in New Zealand, highlighting its gourmet burgers and use of fresh ingredients. The report then analyzes the Thailand market, considering factors such as government spending, monetary freedom, and health awareness among consumers. It emphasizes the importance of adapting to local culture, addressing labor policies, and incorporating corporate social responsibility. The report recommends a joint venture mode of entry and the use of social media for marketing. It also stresses the need for product innovation to cater to local tastes and gain a competitive edge. The analysis also covers the Chippery's plan for expanding to Thailand, considering the country's economic factors, tourism, and seafood resources. The report highlights the need to understand local regulations, social and cultural aspects, and competitive environments. The focus is on adapting the global marketing mix to fit local styles and ensuring social responsibility and ethical practices.

MARKETING BLOG

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
and by assessing the external environment to ensure influence on consumer buying
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.