International Marketing Management


Presented
by:
Richa Vaish

 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.

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,
• 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
 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.
Principal Competitors
McDonald's Advertising
 BGC Matrix

High

G QUESTION
STAR
R MARK
O
W
T
H CASH COW DOG
R
A
Low

High Low
T MARKET SHARE
 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
 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
 Marketing Gimmicks’


McDonald’s Mc Happy Day in Singapore




Largest Number of People Wearing and
Waving Over-sized Gloves


McDonald’s Monopoly Game Promotion




 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
 Competitors

• Escape Theme Park, Pasir Ris

• Wild Wild Wet, Pasir Ris
• Haw Par Villa, Queenstown
• Jurong BirdPark, Jurong
• Singapore Zoo, Mandai
• Night Safari, Mandai
• Snow City, Jurong
• Underwater World, Sentosa
•
 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
 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 &
 SWOT Analysis
STRENGTHS OPPORTUNITIES

Strong brand name, image 
Diversification
and reputation. 
Growth of theme park

Strong global presence. trend.

Strong financial 
Promotion through Mc
performance & position. Donald restaurants itself.

Customer focus (centric).

Aware about new trends.
WEAKNESS THREATS

High Staff Turnover 
Universal studios Theme
including Top management. park, along with 2 others,

Customer losses due to opening up in Singapore.
fierce competition.

Thank You!!!