Rome Business School
Mark
Name Ma Aye Aye Mu
Registration No.
Subject Marketing Management
Lecturer Name
Professor Dr. Thin New Oo &
Dr. Daw Zarni Min
Title Mid-Term Assignment
Word Count 1565
Submission 27 ᵗʱ October 2019
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Content
- Executive Summary ......................................................................... pg-2
1. Introduction ......................................................................... pg-2
2. Situational Analysis ......................................................................... pg-1
2.1 SWOT Analysis ......................................................................... pg-3
2.2 Findings and implications ......................................................................... pg-5
2.3 Competitor analysis ......................................................................... pg-6
3. Marketing analysis ......................................................................... pg-6
3.1 Product ......................................................................... pg-6
3.2 Price ......................................................................... pg-6
3.3 Place ......................................................................... pg-7
3.4 Promotion ......................................................................... pg-7
4.0 Market Segmentation (Demographic) .......................................................pg-7
5.0 Target Market ......................................................................... pg-8
6.0 Market positioning ......................................................................... pg-8
7.0 Recommendation ......................................................................... pg-9
- Conclusion ......................................................................... pg-9
- Reference ......................................................................... pg-9
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Executive Summary
The purpose of this report is to explain the market situational analysis, carrying
out market research and market summary to define the target markets of Marrybrownfast
food chain outlet in Myanmar. The structure of the assignment commences with
Introduction followed by situational analysis which includes SWOT analysis and
findings and implications , competitor analysis, Market analysis, defining the target
market with Segmentation, targeting and positioning. Lastly, will be the future
recommendation about Marrybrown and the conclusion.
1. Introduction
Founded in 1981, Marrybrown is Malaysian home-grown restaurant chain. It has
more than 350 outlets which serve fried chicken, burgers, finger food, desserts and drinks.
Marrybrown’s core values are high quality food, fast service, clean environment and great
value for money. Its extended menu includes seafood, rice based products, noodles and
porridge and it also offerslocalized breakfast, rice with boiled pea. Offering halal food is
the biggest advantage for Marrybrown and the purpose is to dominate halal based
countries, and preventing direct competition with some larger fast food chains. It is
expanding internationally to become a global fast food industry. So far, there are more
than 400 outlets in Malaysia and its neighboring. Half of its outlets are in Malaysia and
others in abroad. It started to open its first restaurant in Yangon on June 28, and it plans
to open 16 outlets in Myanmar in five years. Marrybrown has been awarded Malaysia
International Home grown Franchise of The Year in the years of 1998, 1999, 2000, 2001
and promising franchiser award in India.
2. Situational Analysis
With fast food market growing in Myanmar, International fast food outlets enter
Yangon, the former capital of Myanmar and expend branches in other cities.
The increasing competitors might force Marrybrown to have proper positioning and
specific target groups. It is not an easy task to build position in people’s mind when there
are many similar products.
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2.1 SWOT Analysis
Strength
a) High quality and variety food offer
b) Halal food
c) Unique fast food concept
d) Adaptability to the market and rapidly expanding globally
Having a variety of food products such as burgers, chicken rice and porridge is
the first strength that Marrybrown has, offering consumer a wide range of choices to
satisfy their demand. High quality food and a clean environment are its core value and it is
the only fast food outlet that offer shala food. It also carries a unique concept which brings
about a fun and exciting eat-out experience for families. In this fast pace world, it has the
ability to adapt to the changing market. With the aim of becoming a global fast food
industry, it’s expanding internationally with more than 400 Marrybrown outlets in and out
of Malaysia.
Weakness
a) Blur target
b) Intense competition
c) Weak Website design
When it comes to targeting customers, it’s weak and yet to position itselfstrongly
in Myanmar by focusing on the specific group of people. It again leads to difficulty in
promotion. With the intense competition among the fast food market, Marrybrown finds it
hard to get large market share. Besides, customers can’t find the enough information of
the promotion and nutritional value of its products from its website.
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Opportunities
a) Growing fast food market
b) Rapid growth in Tourism
c) Product innovation
d) New Distribution Channel
Myanmar’s fast food market is growing and it sees 30% tourism increase in 2019.
It’s a good chance for Marrybrown to open more branches in other major cities like
Mandalay, Nay Pyi Taw and Bagan, the business and tourist destinations. Another
opportunity isto produce more innovative products by using advanced [Link]
customers require greater convenience when purchasing nowadays, Marrybrown can open
more outlets in the area where customers demand more such as shopping malls,
universities, hospitals and other high-traffic areas.
Threats
a) Competitors around with good quality product and similar price
b) Culture and health concern
KFC and Lotteria, its main competitors, already entered the fast food market in
Myanmar and sell good products with similar price. Moreover, people are more health-
conscious than before and turn to have fresh and healthy food with less oil and be careful
with their waistline. These are the threats Marrybrown is facing.
2.2 Findings and implications
Marrybrown can use its strength of expanding branches to offer an alternative
choiceto Myanmar people who follow the trend of eating out at fast food restaurants and
friedchicken is the favorite option. By improving its products adapting to the local taste
and lessening the amount of calories providing kid set meals, Marrybrown can
differentiate itself and attract morecustomersincluding families and health-conscious ones.
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Its hala food option also pulls the Islamic community unattended by its competitors. It
needs to take advantage of online platform by providing complete and nutritional
information of the food on its website and keep in touch with them on Facebook page to
care about their choice and keep tab on their feelings about the product and service.
Moreover, with the high customer loyalty, Marrybrown can have new distribution
channel to earn more profit. A convenient outlet location will bring many advantages to
Marrybrown.
2.3 Competitor analysis
KFC and Lotteria are its intense competitors with the taste and product with
quality standard. Arriving earlier in the market, they know more about the customers and
are well positioned in customers’ mind with their specialty (Burgers and fried chickens)
with branches at the strategic locations in major cities of Myanmar. Besides, they are
ways ahead in research and developing for fried chicken and promotion on print and
broadcast media and online. It shouldn’t neglect other competitors such as CP fried
chicken, McDonald and any middle-range of sit-down restaurants in Yangon.
3. Marketing analysis
3.1 Product
Marrybown offers variety of quality foods and its menu includes rice and kid
meal set. Customers still don’t relate the products to the brand. When they think of
having fried chicken, KFC and Lotteria come into their mind first. But a combination of
bean rice and fried chicken is a perfect match to serve as lunch for Myanmar people. The
localized new menu of spicy porridge and spicy fried chicken are attractions to the
customers.
3.2 Price
The price Marrybrown offer is affordable but it’s still expensive to lower class people and
a little dear to some of its target customers. So, it should create additional value by
providing better and faster service and more promotion to its customers.
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3.3 Place
In Yangon, Marrybrown open its outlet at the strategic location of the supermarkets
(Junction Square, Dagon Center)in the close proximity of/ within the reach of are near the
schools, training centers and business offices. There isn’t much effort to promote but
offer the fried chicken lovers the alternative of good quality food and quick service. It’s
convenient for the shoppers and customers. Location is nice with large space with toys
for kids and to hang out with friends and family.
3.4 Promotion
Marrybrown applies less commercial ads on traditional media and lacks promotional
campaign that increase the brand awareness. Moreover, people hardly notice
Marrybrown’s mascot compared to the mascots of others. By partnering with the MPT,
the marker leader of telecommunication company, it can do promotion effectively online.
4. Market Segmentation (Demographic)
Age 13-17 18-24 25 & above
High school
Occupation University students Employees & family
students
Income (per
30000-60000 Ks 150,000-300,000 Ks Above 300,000 Ks
month)
Lunch break,
Training, hang out,
Lifestyle Tuition, Birthday training gathering,
Dating, assignment
eating out, traveling
5. Target Market
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Marrybrown should target the high school students and university students who are
having more pocket money and purchasing power. They don’t usually have plan for
budget and like to spend on the foods they like. And college student lifestyle is to hang
out with friends, to go for shopping and movie, to do assignments and to travel. When
they hang out, the first place that comes into their mind is usually fast food restaurant. It
has become the current trend for youngster nowadays.
Employees with time constraint lifestyle opt for takeaway or ready-made food for lunch
and Marrybrow’s menu with variety of foods including rice is the best choice.
With upper and middle class families in Myanmar following the trend towards eating out
at fine dining and fast food restaurants, Marrybrow is one of the choices with its clean
environment and kid meal set with gift it offer.
By innovating healthier products, Marrybrown can attract athlete and those who are on a
diet or health-conscious to consume its products.
6. Market Positioning
To satisfy the target markets, Marrybrown should position itself well. It should develop a
unique signature meal and healthy food which others competitors don’t have in the
market yet, and thus, consumers think of having something special, they will think of
Marrybrown. It should also increase brand awareness using mascot and cartoon character
that relates to the Brand name so that customers can remember its name easily. For a fun
and exciting eat-out experience for families, Marrybrown already create Kiddies' corner at
most of its outlets. It can make Marrybrown more than a fast food eating outlet, but a
place for cozy gathering and caring its customers and their family and friends by offering
special set menu and sale package for birthday treat and celebration treats at the
companies and schools.
7. Recommendation
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To compete with its major rivals in the market in future, Marrybrown should
increase its brand awareness by getting involved in the charity event and health
awareness raising campaign in a way to give back the society. With employees not
having much time to eat in a restaurant and younger generations with most of their time
for study and trainings, it'd be great for Marrybrown if it can provide delivery service in
the future. Last but not least, it has to keep carrying out product development to satisfy
the customers who are interested in new taste and menu.
Conclusion
By defining its target market specifically, Marrybrown can set clear, actionable
and measurable marketing objectives, position itself well in the mind of the target
customers and apply strategies to deliver values to the customer and benefit the
organization and its stakeholders.
Reference
[Link]
[Link]
amik-yg-nie
[Link] › Business, KFC targets middle-class future/ The Myanmar
Times
[Link] › Insider › Insider Review
[Link] › MARKETING_RESEARCH_FOR_MARRYB..
[Link]
alaysia/
[Link] Situational Analysis: Grounded Theory After the Postmodern
Turn
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Alan Sarsby, SWOT Analysis, [Link] › books › about ›
SWOT_Analysis
Philip Kotler & Gary Armstrong, Principles of Marketing, 17 th edition, Pearson
publishing house
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