International Marketing

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International Marketing

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Introduction

• UK brand Burger and Lobster are one of the
  most exciting restaurant groups in the United
  Kingdom. It came into existence in delivering the
  service of UK brand Burger and Lobster since
  2011. It was making a remarkable profit also in
  the field of the restaurant. Burger and lobster
  is a group of the restaurant which brings the
  ultimate burger experience and wild Canadian
  lobster to the United Kingdom, as well as to the
  numerous countries around the world (Digital,
  2018). In the year of 2014, they opened their
  first international restaurant in New York. And
  gradually they are expanding their business in
  other parts also like Scandinavia, UAE, Kuwait,
  and Saudi Arabia..

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Executive Summary

• This study has been conducted on the United
  Kingdom brand Burger and Lobster. The study has
  been conducted to analyze the potential of
  Singapore market. As the Burger and Lobster are
  planning to enter the Singapore market, it is
  necessary to analyze the strengths and weaknesses
  of the market. To analyze the potential of the
  market, the market analysis has been conducted in
  which macro environment of the Singapore market
  has been covered. To find the strengths and
  weaknesses and opportunities and threats SWOT
  analysis have been conducted. .

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Introduction

• UK brand Burger and Lobster are one of the
  most exciting restaurant groups in the United
  Kingdom. It came into existence in delivering the
  service of UK brand Burger and Lobster since
  2011. It was making a remarkable profit also in
  the field of the restaurant. Burger and lobster
  is a group of the restaurant which brings the
  ultimate burger experience and wild Canadian
  lobster to the United Kingdom, as well as to the
  numerous countries around the world (Digital,
  2018). In the year of 2014, they opened their
  first international restaurant in New York. And
  gradually they are expanding their business in
  other parts also like Scandinavia, UAE, Kuwait,
  and Saudi Arabia..

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Target Market Analysis

• Singapore a Malaysian island city-state is
  the financial center of the world (Woo, 2015).
  The population of Singapore is multicultural. The
  economy of Singapore has grown significantly over
  the last decades. The economy of Singapore is
  characterized by the high-income economy. The
  drivers of growth of Singapore are external as
  well as local demand, investment, and the private
  consumption expenditure (Ab Talib et al., 2014).
  The market of Singapore is attractive enough to
  attract various businesses to enter the Singapore
  market. Therefore, The United Kingdom brand
  Burger and Lobster has an opportunity to enter
  and gain in the Singapore market. .

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Political factors

• There is a low political risk in Singapore.
  The Political and Economic Risk Consultancy has
  also stated that Singapore enjoys the lowest
  political risk. Singapore is a democratic country
  where people elect their representative. There is
  political stability in the country. The political
  stability leads to peace and high standard of
  living in the country. Therefore, it is better
  for the Burger and Lobster to enter the market
  (Zalengera et al., 2014)..

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Economic factors

• The economy of Singapore is characterized as
  a free economy. The economy is also very vibrant.
  The growth rate of the Singaporean economy is
  very high. The per-capita income of the people of
  Singapore is highest among the Asian countries.
  The Singaporean economy is also characterized as
  the corruption-free economy (Ab Talib et al.,
  2014). The workforce of the economy is educated
  and motivated. So, it will support the entry of
  Burger and Lobster into the Singapore market. .