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Singapore Fast Food War

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Singapore Fast Food War
1. Conduct an IMC context analysis for one of the following; McDonald’s, Pizza Hut, or KFC.
This case study will analyze customers, competitors and communication of McDonald’s because it is one of the most well known brands worldwide.

CUSTOMERS
McDonald's opened the first restaurant in Singapore at Liat Towers on Orchard road in October 1979. Its aim is to offer friendly fast food in a fun environment for everyone to enjoy. Its target markets are families, because children want to visit McDonald’s as it is a fun place to eat, working people who are looking for a quick meal because of their busy schedules, and teenagers who are looking for the value for money menus and free internet access available in some restaurants. McDonald’s target segments are also based on psychographic segmentation such as convenience lifestyle and behavioral segmentation such as occasions, e.g. birthday parties of kids (McDonald’s Singapore 2013)

COMPETITORS
There are two types of McDonald’s competitors, direct competitors such as Burger King, Mos Burger and Carl’s Junior and indirect competitors including KFC, Subway and Pizza Hut.

Burger King
In 1982, Burger King started operations in Singapore through the opening of its first restaurant at Peninsula Plaza. Today, Burger King has 40 restaurants in Singapore.
Burger King claim to provide customers with a great dining experience in the areas of convenience, excellent service and friendly surroundings as well as wide range and unique menu options. The Whopper is the burger which has become an iconic burger for the ages and boasts generations of fans worldwide. Customers are also able to customize their food orders at the drive-through window. Burger King’s encourages their customers to ask for whatever they want as a tagline “Have it your way.” The brand has consistently increased the number of loyal customers and the frequency of their visits (Burger King Singapore 2010).

Burger King has conducted a taste test between the Whopper and


References: Burger King Singapore. 2010. About Burger King Singapore. Accessed on April 23, 2013 http://www.burgerking.com.sg Burrowes, Ben Chua Beng-Huat, ed. 2000. “Singaporean Ingesting McDonald’s” In From Consumption in Asia: lifestyles and identities. 187-198. London and NewYork: Routledge. Cow and Baack. 2012. “The IMC Planning Process.” In Integrated Advertising Promotion, and Marketing Communications. 5th Ed. England: Pearson. Cow and Baack. 2012. “Alternative Marketing.” In Integrated Advertising Promotion, and Marketing Communications. 5th Ed. England: Pearson. KFC Singapore. 2012. About us. Accessed on April 23, 2013 http://www.kfc.com.sg/about-us-goldstandard.php McDonald’s Singapore McDonald’s Singapore. 2013. Press release. Accessed on April 23, 2013 http://www.mcdonalds.com.sg/pr_11_03_2013.html McDonald’s Corporation Mos Burger Singapore. 2013. Origin. Accessed on April 23, 2013 http://www.mosburger.com.sg/about_mos.php Patrick Pizza Hut. 2013. About us. Accessed on April 23, 2013 http://www.pizzahut.com.sg/dine_in/about_us/singapore.asp Writer, Staff
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