...GAP Analysis: A technique that businesses use to determine what steps needed to be taken in order to move from its current state to its desired, future state. Also called need-gap analysis, needs analysis, and needs assessment. Gap analysis consists of (1) listing of characteristic factors (such as attributes, competencies, performance levels) of the present situation ("what is"), (2) listing factors needed to achieve future objectives ("what should be"), and then (3) highlighting the gaps that exist and need to be filled. Gap analysis forces a company to reflect on who it is and ask who they want to be in the future. Where is your company now? Burger King Holdings, Inc. was founded in 1953. Burger King is the world's number 2 hamburger chains after McDonalds. By the early 2000s Burger King is a little left behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of consumers agree that it meals taste better than McDonald ones but it doesn't have the excellent perception created the administrative power and the aggressive marketing of his main by concurrent. It was freed in 2002 from Diageo the number one in wine and spirit drinks, which owned it since 1997, after a merger with Guinness. Although owned by Texas Pacific Group for US$2.26 billion, it recovered its latitudes of the sixties. The number 2 in hamburger fast food came back progressively in the fight with McDonalds. Since 2004 their performance constantly increased...
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...that is originated in California, USA. Ray Kroc became a franchisee of the McDonald brothers (Dick and Mac) and began opening new restaurants, buying all the rights to the McDonald's concept in 1961 for $2.7 million. McDonald’s Corporation give the franchise to Golden Arches Restaurant Sdn Bhd to operate McDonald’s restaurants in Malaysia and the first outlet was opened in April 1982 at Jalan Bukit Bintang, Kuala Lumpur. McDonalds mission is “To be our customers' favourite place and way to eat” and their vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. The operations in McDonald’s Malaysia are affected with the government regulation on the regulation of fast food operation. As a certified fast food operator, there are many regulations and procedures that McDonalds should follow. For example is the Halal certification that becomes a concern to Muslim consumers. McDonalds protect its integrity and consumer confidence by ensuring all materials and process are as claimed or must followed. The economic condition and growth of the country also is an important indicator to the demand of products that McDonalds offered. As the food priced slightly above normal foods, not many people will have the income range to consume the products. McDonalds faced government regulations on tax of profit where it gains from the operation...
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...Question 1: Discuss any FIVE (5) management actions that have contributed to the success of McDonalds. Every organization has their different objectives, missions and visions to achieve in order to ensure company’s growth. However, the skills of management in the company are relatively important in order to motivate and provide guidance to employees so that everyone is in the right path to the common target. According to Pearson Educations (2012), management carries a definition of a skill that involves coordinating and overseeing the work activities of other employees so that the activities are completed efficiently and effectively. Managers, are those people who have the responsibility to ensure that the management of company is running smoothly and flawless. In an organization, there are different management actions that the company should be concerned. In the case study of McDonalds, our team has found out five significant management actions that have contributed to McDonalds’ success. There are strategic management, democratic leadership skills, human resources management, ethics management and 1.1 Strategic Management One of the management actions that have contributed to the success of McDonalds will be their strategic plan which called ‘plan to win’. The idea of this plan not only for them to be the biggest fast food restaurant chain but to be the best fast food restaurant chain. McDonald implement this plan by analyzing the 4 P’s which are product, price, promotion and place...
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...9/9/2012 BY: MOMINUL PLABON GLOBAL MARKETING PROJECT A case study of Bangladesh and Malaysia | Mominul Plabon Executive Summary The following marketing plan forms the basis for introduction of a milk powder named Agora milk powder in two countries like Bangladesh and Malaysia. This study combines the selection of the countries based on their income level as the purpose of the study is to identify the distinctions of marketing strategies in developed, less developed and developing countries. During the analysis there are several remarkable trends found in two countries such as it seen developing countries have a large demand for foreign product while developed country have good level of self sufficiency. Furthermore, in developing country entry barriers are low as compared to developed country. The key opportunities found in Bangladesh are; a great demand of powder milk due the vast shortage of liquid milk production, low-cost labour force, increasing use of technology and so on. On the other hand, in Malaysia the social, economical and technological structure are very attractive for Agora milk powder while a few trade restrictions also exist. However, based on the analysis two different marketing strategies have been adopted with the reason that both country differ to each other in terms of their structure and culture. In this term, a careful design of the marketing mix have been considered for both countries so that Agora milk powder can be presented in way that...
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...Introduction Marketing entry strategies can be divided into three part: Entry objective, Timing of Entry and Mode of Entry (Lasserre 2008, p. 210). Entry objective always address question about “WHY”. Timing Entry asks about “WHEN” and lastly my main topic of the assignment is Entry Mode- “HOW”. Major Decision Criteria There some external and internal factor that will affect the choice of market entry strategies by Company. Koch (2001) contends that External factor comprises of Market Size/Growth/Barrier, Risk (Political, Operational, Economic and Competitive), Local Government Regulation/Requirement, Competitive Environment and Local Infrastructure. Internal factor include Entry Objective (Market Development, Resources Access, Learning, Co-ordination), Need for control, Internal Resource and Capabilities, and Cost-Benefit analysis (Lasserre 2008).These both factors can be identifying through some framework like Porter Country Diamond (Porter, 1990), Country Risk, Market & Industry Attractiveness and PEST. Timing of entry comprises four phase: Premature phase, Window phase, Competitive growth phase and Mature phase. The wrong choice of timing can have a great impact of a company on Sales, Performance, Brand Awareness and etc. According to Frynas& Mellahi (2011, p. 164), the Entry Mode can be use by MNE(Multinational Enterprise) grouped into five main categories, that are Export, Licensing, Franchising, Joint Venture and Wholly Owned Subsidiaries- Greenfield...
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...INDIVIDUAL ASSIGNMENT Name: Tran Dieu Linh BA60111 Class: BA0662 I. Background 1. History 2. Mission and vision 3. Business objectives II. S.W.O.T analysis III. Ads/disadvantages of Mc. Donald franchise IV. Investment decision V. Reference list I. Background: 1. History: The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered is located in the United States. The company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald. However, in 1948, they reorganized their restaurant stand using production line principles. Then Ray Kroc who is businessperson joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. 2. Mission and Vision: Mission: McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience. Vision: McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant...
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...personal care products, and household cleaning products. However, Amway also sells other products such as jewelry and accessories, fragrances, and home appliances on behalf of other companies by Crocodile, B.U.M., Calvin Klein, and Philips (Amway, 2012). The headquarters of Amway is located at Ada, Michigan, US. Amway operates in more than 80 countries across the Americas, Europe, Asia, and Africa (Amway, 2012). 1.1 Objectives of audit the marketing communication used The objectives of audit the marketing communication tools that used by Amway is to analyze the ability and effectiveness of the tools, to examine the messages and contents used to target the audiences are correct, to understand whether the tools are under control, and to identify which tools are most effective to used by Amway to target its audiences. 2.0 Marketing communication used Marketing communication is a process of creating messages and dialogues of product offerings to the target audiences (Keller, 2001; Kitchen and Burgmann, 2010). Amway uses a range of marketing communication tools such as advertising, sponsorship, public relations, and social media to promote and advertise its brand and products to its target audiences and existing customers in the global market. 2.1 Advertising Advertising is a form of impersonal paid communication through mass media to transmit the advertisements to its target audiences (Summers et al, 2003; Kotler et al, 2008). By doing advertising, it will help a company...
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...business for decades. Below is their mission statement. Burger King’s Mission Statement – “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization." GAP Analysis: Where is your company now? Burger King Holdings, inc. was been founded in 1953. Burger King is the world'snumber 2 hamburger chains after McDonalds. By the early 2000s Burger King is a littleleft behind. Years of under-investment left it struggling in its rival's shadow by the early2000s. Although a lot of consumers agree that it meals taste better than McDonald onesbut it doesn't have the excellent perception created the administrative power and theaggressive marketing of his main by concurrent.It was freed in 2002 from Diageo the number one in wine and spirit drinks, whichowned it since 1997, after a merger with Guinness. Although owned by Texas PacificGroup for US$2.26 billion, it recovered...
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...Question 1 (a) i. Motorola Company ‘To be the leading product provider of innovative products that meets the expanding needs of customers around the world’ There are a lot of customers around the world, thus there’ll have different needs and wants demand by customers. Motorola would like to be the leading product provider. So, it has to be a product provider that can provide innovative products for all the customers in orders to fulfill what have been demand by the them. It can complete its tasks through the providing portfolio of technologies, solving method and services. ii. Honda Company "Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction." Its mission statement is also known as their company principle. Honda company is trying to offer products at sensible price for customers in orders to fulfill customers’ contentment. It will offer the highest quality product in sequence to maintaining the global viewpoint. If the Honda management team works accordingly to the Management Policies it will definitely lead the company to achieve their mission in future. So, we now can see that Honda Company has a lot of brunches at all around the world in order to expand their business. iii. AirAsia “Create a globally recognized ASEAN brand” AirAsia provide the cheapest ticket that can let traveler travel to any Asian destination compare to other air line company. It is...
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... 3. Marketing entails an EXCHANGE: product (what it is made of), price (quality based on price), place (where), promotion (everything you do to sell ur products) * Products: Good (things can touch, shoes), Service (Taxi, atm, doctor, very important to US, 80% of service because other countries can make cheaper), Ideas (animals, green environment, sthing we consume or sell) * Price: Everything buyer gives up in exchange for the product. How willing customers to pay and can earn profit. Complicated. How u find prices? Price= Value. Ex: Pay more for saving time, energy… * Place: Where u buy it. When customers want it? Right time, place. * Promotion: INFORM, PERSUADES, REMINDS potential buyers abt services or products. 4. Marketing can do individually or organizationally 5. Marketing impacts various stakeholders-> Society, customers, employees, supply chain. 6. Marketing helps create value: Production era (old fones), Sales era, Marketing era (home fone), and value based marketing era (cell fones) 7. How do firms become value driven? Sharing info, Balancing benefits w costs, building relationships w customers (CRM=customer relationship management= very important). 8. Why is marketing important? CHAPTER 2 1. Sustainable competitive advantage * Operational excellence: Costco (good prices) * Customer excellence: Sheraton * Product excellence: Mercedes * Locational excellence: McDonald. 2. Marketing plan: important...
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...Introduction In this report included a marketing plan for our organization so that the marketing performance gets to improve. The marketing processes which can helps company to have a more understanding about the market are going to discuss in this report. Besides, benefit and cost of adopting a marketing orientation and the marketing environment which influence the marketing decisions are also included in this report too. Other than that, the segmentation criteria of the company are also suggested in this report. We will know about the targeting strategy and buyer behavior from this report after our analysis. Lastly, we would like to suggest a new positioning strategy for our company too. (Urmi Saha, n.d.) KFC, Kentucky Fried Chicken is the largest and the most famous brand quick service restaurant of the fast food in Malaysia. In Malaysia, the first KFC restaurant was opened at Jalan Tunku Abdul Rahman in 1973. (Center Blog, 2009) Today there are more than 500 KFC Restaurants across the nation and still counting. At first KFC utilized stove-top secured cooking pots to broil its chicken. In the 1960s, the formally recommended model was the L S Hartzog created "KFC 20-Head Cooker" which cost $16,000. The Hartzog model had no oil filtration framework, implying that filtering must be done physically, and the pressure fryers occasionally exploded, this always hurt their employeees. In 1969, innovator and engineer Winston L. Shelton built up the "Collectramatic" pressurized fryer...
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...purpose of this assignment is to focused to provide learns with the knowledge on different components of marketing process and able to assess the benefits and costs of a marketing orientation for KFC Holdings (M) Berhad. Macro and micro environmental factors able to see and the buyer behaviour can affect marketing decisions. KFC continues to develop in Asia. KFC come to Malaysia in 1973, the American establishment fast food since has extending forcefully to become the biggest Fast Food chain in Malaysia, it has 275 outlets. In Malaysia, KFC fast food restaurant was first opened in year 1973 on Jalan Tunku Abdul Rahman. The headquarter of KFC is located at Jalan Sultan Ismail,Kuala Lumpur. In year 2013, there are total of 579 outlets nationwide. Projek Penyayang KFC was established in year 1995 that provide food to 150++ homes every quarter. In addition, they have make an effort to enable orphans and underprivileged kids to enjoy their meals at KFC. Every year over 6,500 children are treated with “so good” food. Today, 3 of KFC Restaurants are controlled by speech and hearing-impaired staffs that was intended to serve physically challenge people. They serve to disperse the myth that an inability obstruct a man from driving an ordinary life and gives them a feeling of certainty and self-regard. Task 1 a) Explain any TWO (2) of the various elements of the marketing process in relation to the organization Create value for customers and build customer relationships Create...
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...PESTLE Mcdonald's PESTLE Analysis POLITICAL The operations of McDonalds are affected by the government policies on the regulations of fast food operation. Currently government are controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. McDonalds should also protect its workers by ensuring all the hiring, compensation, training or repatriation is according to Malaysian Labor Law as stipulated. ECONOMICS As a business entity, McDonalds need to face a lot of economic variables outside its company or its macro environment. Dealing with international sourcing for its material McDonalds should be aware on the global supply and currencies exchange. Remember, McDonalds import most of its raw material such as beef and potatoes due to local market cannot supply in abundant to meet the demand of its product. Any upside of currencies especially dollar will be impacting its cost of purchase. Working on the local country, McDonalds must face government regulations on tax of profit where it gains from the operation and other tax such as entertainment and restaurant...
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...STRATEGIC MANAGEMENT (BM7033) CASE STUDY 1: BURGER KING COURSE: MBA (2014/2015) FACULTY: BUSINESS, ECONOMICS & ACCOUNTANCY LECTURER: PROF. DR SYED AZIZI WAFA GROUP MEMBERS: BIL | NAME OF STUDENT | MATRIC NO. | 1 | Hasbiah Hasan | MB1412018T | 2 | Ho Tian Ai | MB1412077T | 3 | Fazha Binti Jazah | MB1412062T | 4 | Nurul Azreena M. Azlan Tsen | MB1412160T | 5 | Ahmad Zahrawi Ahmad Azahri | MB1312075T | 6 | Bryan Osital | MB1312082T | 1) CASE SUMMARY The well-known Burger King with the tag line of “Have It Your Way” has their signature burger of Whopper Burger. Burger King was previously known as Insta-Burger King which was founded firstly in Florida by Keith Kramar and Matthew Burns in 1953. 2 years later, it was purchased by James McLamore and David Edgerton and renamed in Burger King with introduced their first Whopper sandwich in 1957. It has grows over 250 locations in the United States and they sold to Pillsbury Corporation in 1967. Pillsbury was then purchased in 1989 by Grand Metropolitan which then merged with Guinness and forming Diageo, which the latest owner of Burger King. Burger King was the second largest fast food hamburger in the world with the measure of total number of restaurant and system wide sales. The revenue of Burger King is mainly from (1) retail sales that owned by company restaurants (2) royalty payments on sales and franchise fees (3) property income from restaurants leased to franchisees. Management of Burger...
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