StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Re-introducing Wendy's into Singapore - Dissertation Example

Cite this document
Summary
Singapore is one of the fastest growing Asian economies and due to free trade policies many international brands have entered in this market. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91% of users find it useful
Re-introducing Wendys into Singapore
Read Text Preview

Extract of sample "Re-introducing Wendy's into Singapore"

Download file to see previous pages

These factors have also enhanced the profitability of the food and beverages industry of this country. The popularity of Western fast food among the population is also increasing and hence, many global fast food companies like McDonald and Burger Kings has entered in this market. Wendy’s entered in Singapore market during 1980s but due to unfavourable forces, it had to withdraw from Singapore in 1997. However, Wendy’s has again entered in Singapore market with the collaboration of Kopitiam Group who has bought Wendy’s franchises.

This paper attempts to evaluate the success of Wendy’s in Singapore market after its re-entry and to offer relevant recommendations for reintroducing its brand in Singapore. Wendy’s is the third largest fast food chain in the global food and beverages industry and it is very famous for its old fashioned hamburgers. In other global markets, Wendy’s has been successful but when it entered in Singapore market during 1980s, it was unable to survive. Now, in order to make successful re-entry, the company needs to reposition its brand image among the target consumer groups by implementing proper branding strategies and conducting brand awareness in the market.

In this respect, this paper presents a detailed literature review focusing on multiple models and theories of branding strategies. There are four major sections in literature review which includes brand reintroduction and repositioning, brand awareness and its importance, building brand image and different models for framing branding strategies. In order to draft branding strategies, two dimension strategy and Ansoff model is very useful to determine the market situation and multiple strategic directions.

Promotional strategy is very important aspect in branding strategy and hence, implementation of integrated marketing communication is the most suitable in this respect. In order to meet the objectives of this research paper, it is necessary to generate key information and hence, an extensive research has been conducted. For measuring the feasibility of Wendy’s re-entry in Singapore market, primary as well and secondary data has been analysed. Secondary data analyses have disclosed that due to growing economic condition and increasing popularity of western fast foods, F&B industry of Singapore is growing at decent rate.

The profitability of fast food outlets is the higher that other F&B sectors like restaurants and other food caterers. The primary data analyses have disclosed that new consumers want to taste Wendy’s food as most of them have aware of this brand. Primarily, they look for high quality product with fast and efficient services. The consumer loyalty rate is high in Singapore consumers and most of them prefer the brand like McDonald, MOS Burger, Burger Kings etc. Therefore, there is a great opportunity for Wendy’s success, if it can develop its own base of loyal consumers by providing high quality prod

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Re-introducing Wendy's into Singapore Dissertation”, n.d.)
Retrieved de https://studentshare.org/family-consumer-science/1405536-will-the-brand-success-when-reentry-into-singapore
(Re-Introducing Wendy'S into Singapore Dissertation)
https://studentshare.org/family-consumer-science/1405536-will-the-brand-success-when-reentry-into-singapore.
“Re-Introducing Wendy'S into Singapore Dissertation”, n.d. https://studentshare.org/family-consumer-science/1405536-will-the-brand-success-when-reentry-into-singapore.
  • Cited: 0 times

CHECK THESE SAMPLES OF Re-introducing Wendy's into Singapore

The History of Singapore

singapore is a small, heavily urbanized, island city-state in Southeast Asia, located between Malaysia and Indonesia (Geography and climate).... singapore city is the capital, largest city, and main port.... hellip; The distinction between singapore and singapore city has virtually disappeared, as almost the entire island has become urbanized (singapore).... singapore has a total land area of 697....
10 Pages (2500 words) Essay

Singapore Prosperity

The paper "singapore Prosperity" focuses on the several aspects that have contributed to this splendid success in almost all spheres of the Singaporean society.... After forty years of economic reconstruction, singapore has attracted the interests of not only economic analysts but also global investors that do not hesitate to invest in the island nation.... This brings us to the analysis of the government structure and how its policies in one way or the other has contributed to singapore's spectacular economic growth....
1 Pages (250 words) Case Study

Maritime piracy along the malacca straits in Southeast Asia

The culter of ship raiding… The value of singapore enterpeot tr4de by 1833 was valued at a bout two millin Spanish dollars wit he hsttlement thath was to boemc Piracy along thestait of mallca appeared towards the end of eihteenthy century, muc h dreiven by a booming econimc activites across the Asian region, which led to incemrtementof flowof goods betweenteh Saouth East Asia, China nd the West (Warren, 4).... The culter of ship raiding was increased by the invovemntof western couteris in China trade and the fouding osd singapore a asteetegi trade center fo the two fronts....
2 Pages (500 words) Research Paper

Singapore Model

This essay describes singapore operates through a trade-focused market economy in which the locals can freely work in any market segment and economic sectors.... singapore's description of state capitalism is that the government has controlling shares in various public corporations and issue funding through the sovereign wealth fund (SWF).... Considering this, singapore attracts multinational organizations to take the global SWF benefits.... The singapore's capitalism Model incorporates the private and public-owned companies towards an overall contribution to the economy (Tajuddin 54)....
4 Pages (1000 words) Essay

Australia vs. Singapore

singapore" deals with the difference and similarities between the structure of the Australian Financial regulatory system and the Singaporean one.... It throws light on the history of the financial regulatory system of both the nations with a brief introduction of a well-structured financial system… singapore and Sydney competing with each other for the title of leading regional financial services hub.... nbsp; singapore is also reorganizing its regulatory and corporate environment to attract and retain the globe's financial giants....
10 Pages (2500 words) Essay

Marketing Plan for Relationship Marketing for McDonalds

This study, Marketing Plan for Relationship Marketing for McDonald's, highlights that  McDonald's has been involved in several lawsuits over the years.... The firm has often sued other brands like McJoy in Philippines and McCoffee in San Francisco for using similar trademarks.... hellip; As the discussion outlines, UK's Advertising Standards Authority blamed McDonald's for breaching the codes and not stating the correct way they make their fries in advertisements....
15 Pages (3750 words) Research Paper

Direction for Economic Reform in Singapore

This case study "Direction for Economic Reform in singapore" formulates a set of recommendations for economic reform in singapore.... hellip; The greatest asset of singapore is that it enjoys a superior standing in the international community.... In the meantime, it may not be necessary to put concerns with regard to equity at the forefront as singapore has a good reputation with regard to its standard of living.... Nevertheless, this work will venture into the unthinkable: formulating a set of recommendations for economic reform in singapore....
8 Pages (2000 words) Case Study

Strategic Information Management of Federal Express Corporation

The author examines the strategic information management of FedEx and concludes that the company has an obligation of binding the nations where it operates by offering business correspondence to the people.... It should render good services to patrons who are in all areas.... nbsp;… Federal Express Corporation, or simply FedEx, was established in the year 1973 by Frederick Smith (FedEx)....
10 Pages (2500 words) Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us