McDonald's in Singapore

• Main Authors: Lee, Hui Leng, Tay, Audrey Chun Chun, Wong, Sharon Lay Mein
• Other Authors: Erin Goh-Low Soen Yin
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Management
• Online Access: http://hdl.handle.net/10356/63743
• Institution: Nanyang Technological University

Being located in the matured and saturated fast-food industry, McDonald's (S) has proven itself to be the leader in this market through these years, holding a market share of 40.0% as stated in the " Statistics Department Report " of September 1992. The success of its achievements lies in its ability to sustain a competitive advantage over its rivals through the execution of its marketing strategies. In order to respond to the rapid changes in the demographics, lifestyles, technological and environmental trends, McDonald's (S) has adopted various competitive marketing strategies. In our study, we have investigated how McDonald's (S) sustains its distinctive competencies over its competitors and hence, maintains its leadership position in the fast-food industry. This case study on McDonald's (S) involves the analysis of several issues. First and foremost, we will discuss the various trends in Singapore that McDonald's (S) needs to monitor in order to remain competitive. Next, we will evaluate the philosophy that guides the image McDonald's (S) wants to portray, the objectives to be achieved and the key factors that lead to its success. Following this, the different target segments that McDonald's (S) concentrates on will be described. In addition, the competition that it faces from three major players in the industry - Kentucky Fried Chicken, Burger King and Pizza Hut will be considered in this study. Lastly, this project will examine the identified managing strategies that McDonald's (S) adopts in order to be the top winner in the fast-food industry and also our analysis on these strategies.