Mc Donald

Mc Donald

Innovation Marketing and Product Development

Final Project

“McDonald’s expanding their business in Myanmar”

Submitted to Dr. Alexander Josiassen

Submitted by:

Dorji Choidup

Mie Mie Ko

Date: 1st April 2013

Executive Summary

In this report we had studied the opportunities and threats of expanding McDonald products to Myanmar. To judge whether it is good opportunities for McDonald, we have analyzed the current McDonald status in fast food industry of Myanmar by using Michal Porters’ five forces analysis. Moreover, we have done the overview of demographic factors, population, economy and FDI of Myanmar in order to get more understanding of targeted country “Myanmar”. And SWOT analysis has applied to know the strength and weakness of entry country. The perception of consumers to introduced oversea product should know to guess the possibility of customer acceptance so we had explored consumers’ response in attraction and repulsion matrix. We also have done cultural analysis of Myanmar because this support to encourage innovative marketing ways.

According to the Porter’s five forces analysis, although there are high competitions in Myanmar fast food industry, we have found that McDonald can gain potential market share in the country by its well known international brand image. As a result of country analysis, a lot of PTA and few competitors of internationally well know fast food restaurants, demographic viability are being as a strength while low capita per income and being a least developed country are weakness of entry country. On the other side, McDonald will have a chance to expand its product varieties and ASEAN agreement will be as in term of opportunities whereas local brand, reforming political instability and minor religious belief have taken into account for threaten considerations. We also found that McDonald fell into the consumer affinity zone in consumers’ attraction and repulsion matrix. Pricing and food menu will be innovated by...