Marry Brown Strategic Management
Autor: stellasc • December 12, 2016 • Case Study • 2,256 Words (10 Pages) • 2,568 Views
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BA HONS. BUSINESS MANAGEMENT
MODULE/CODES: 6BE003 – Strategic Management of Marrybrown
Module leader: Barry Whitehouse
Module Lecturer: Nguyen Thi Tung Uyen
Student no: - 1529692
Contents
1. Introduction
2. Situation Analysis
2.1 External analysis
2.2 Internal analysis of Marrybrown
3. Strategy Analysis
3.1 Suitability
3.2 Acceptability
3.3 Feasibility
4. Potential Strategies Direction
4.1 Suitability
4.2 Accessibility
4.3 Feasibility
5. Conclusion
References
Appendix
Introduction
Marrybrown is a Halal fast-food restaurant chain based in Malaysia since 1981. It was the first fast food chain to franchise its operation in Malaysia with more than 130 restaurants locally (Marrybrown Website, 2016). It is the first and the only Halal fast-food restaurant in Myanmar (The Star Website, 2016) since its start in the country in 2013 (Wikipedia, 2016; Marrybrown Website, 2016). It serves fried chicken, burgers, finger foods, desserts, beverage besides Malaysian local dishes such as seafood, rice-based products, noodles and porridge (Marrybrown, 2015). Marrybrown is planning to increase market share by expanding its outlets both in Malaysia and internationally (Marrybrown Website, 2016). This paper is to analyse the current situation of Marrybrow in Myanmar and its strategy to fit in the situation. Moreover, an attempt to propose a future strategy for Marrybrown will be also taken in place. Ansoff matrix and strategy evaluation framework using SAF are used to identify the strategies and evaluate them.
Situation Analysis
Situational analysis is used as the foundation of a marketing plan. A situation analysis includes a thorough examination of internal and external factors affecting a business (Lorette, 2016).
External analysis
Myanmar restaurant industry is developing significantly and fast food demand is rapidly increasing. The increasing numbers of new restaurants, bars, and fast food franchise (MyanmarInsider, 2015) shows the development of Myanmar’s food industry.
Since 2010, the government has been more open to the world, and working toward a democracy. Especially the current government is expected to be a democracy regime and it has certain innovations in different policies including free visa for number of ASEAN citizens. This has encouraged more tourists to visit the country. Among them, there are quite high number of Muslim tourists coming from other ASEAN countries like Brunei, Indonesia, Malaysia, Philippines, and Thailand (Southern part). It is therefore Halal fast food restaurant like Marrybrown is a destination for Muslim tourists.
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