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International Marketing Management

International Marketing Management. COURTSEY: Richa Vaish Shipra Singh. Singapore. I sland city-state off the southern tip of the Malay Peninsula. Highly cosmopolitan and diverse with Chinese people forming an ethnic majority with large populations of Malay, Indian and other people

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International Marketing Management

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  1. International Marketing Management COURTSEY: RichaVaish Shipra Singh www.pptmart.com

  2. Singapore • Island city-state off the southern tip of the Malay Peninsula. • Highly cosmopolitan and diverse with Chinese people forming an ethnic majority with large populations of Malay, Indian and other people • In 2009, the Economist Intelligence Unit ranked Singapore as the tenth most expensive city in the world in which to live. • Official Languages - English, Malay, Tamil, and Chinese Geography and climate • 63 islands • Tropical rainforest climate with no distinctive season. Temperature and pressure, high humidity, abundant rainfalls. • 23% of Singapore's land area consists of forest and nature reserves www.pptmart.com

  3. Demographics • Population 4.99 million • Multi-religious country. • Education -All Singaporeans are required at least primary 6 education and must attend government schools as part of National Education. Government • A parliamentary democracy. • Bulk of the executive powers rests with the Cabinet, headed by the Prime Minister. Economy • Highly developed market-based economy, mixed economy with a high per-capita income www.pptmart.com

  4. Corruption-free environment, an educated and motivated workforce, and well-established legal and financial business framework • One of the busiest ports in the world • World's fourth largest foreign exchange trading centre. Culture • Mixture of an ethnic Malay population with a Chinese majority, as well as Indian and Arab immigrants. • Cuisine is an example of diversity and cultural diffusion, with influences from Chinese, Indian, Malay and Tamil cuisine. www.pptmart.com

  5. Mc Donald’s Business model • Revenue earned as an investor in properties, a franchiser of restaurants, and an operator of restaurants. • 15% of restaurants owned & operated by McDonald's Corporation directly. • May also collect rent, which maybe calculated on the basis of sales. • May also own or lease the properties on which McDonald's franchises are located. • Largest private operator of playgrounds in the U.S. • Single largest purchaser of beef, pork, potatoes, and apples. www.pptmart.com

  6. Principal Competitors www.pptmart.com

  7. McDonald's Advertising www.pptmart.com

  8. BCG Matrix High GROWTH RATE Low High Low MARKET SHARE www.pptmart.com

  9. Mc Donald’s Singapore Environment Reduction in Packaging Material Responsible Purchasing Pursuing a Responsible Fish Supply Careers More than 6,000 people in over 120 company-owned restaurants island wide www.pptmart.com

  10. CSR in Mc Donald’s Singapore Ronald McDonald Children’s Charity (RMCC) • Nutritional supplements, handicap aids, leukemia treatment and surgery treatment and surgery. • US$3 million raised for Tsunami Victims through Singapore Red Cross donation cans in 130 McDonald’s restaurants & sale of Prosperity Burgers in Jan 2006. • $50,000 Aid for Children Infected With HIV • Over $2 million raised to help sick children in Singapore www.pptmart.com

  11. Marketing Gimmicks’ McDonald’s Mc Happy Day in Singapore Largest Number of People Wearing and Waving Over-sized Gloves McDonald’s Monopoly Game Promotion www.pptmart.com

  12. Ronald Mc Donald Amusement Park www.pptmart.com

  13. Marketing Mix • Product- A Mc Donald’s Theme park with a “A smile on every face” experience. • Price- Prices would be in accordance with its competitors so as to stay in the market. • Place- Grounds of Tang Dynasty City, Singapore. • Promotion- 360 degree marketing & advertising plan www.pptmart.com

  14. Segmentation Geographic All of Singapore & its tourists. Demographic • 6yrs & above • Males & females. • Family size is 1-2, 3-4, 5+ • Income is Rs 10,000 & above Psychographic • Social class- Middle class & above. • Lifestyle is not specific. • Personality is ambitious and authoritarian www.pptmart.com

  15. Competitors • Escape Theme Park, PasirRis • Wild Wild Wet, PasirRis • Haw Par Villa, Queenstown • JurongBirdPark, Jurong • Singapore Zoo, Mandai • Night Safari, Mandai • Snow City, Jurong • Underwater World, Sentosa www.pptmart.com

  16. SWOT Analysis www.pptmart.com

  17. Ronald Mc Donald Amusement Park • State-of-the-art facilities. • Variety of rides, water sports, snow skating, gaming, Wi-Fi zones, reading, relaxing, spas, etc. • Mc Donald’s restaurant with a difference. • Ronald Mc Donald & friends, together with new characters every 4-6months. • Educational, general awareness etc movie each evening. • Special offers for special people. • Part of the earnings used for the society after turnover attained. • Weekends & night stay facilities. www.pptmart.com

  18. Thank You!!! www.pptmart.com

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