Master of Business Administration

Assignment Cover Sheet

Full Name Grade / Marks
Min Khant Soe

Student ID MB180117
Email address hatakemks@gmail.com

Module Information

Module Name International Business and Trade

Lecturer Name Dr. Cho Cho Thein

Assignment 5.2 - Consider a new business opportunity
where a product is needed in your country. Develop a
simple business case where you will import the product
into your country. You have ample flexibility in many
aspects of this new business. Be practical while
Assignment Title considering all aspects of this course.

Submission Due Date

Submission Date 4-4-2019

Intake BATCH-7

Word Count 1544

Declaration

I testify that, unless otherwise acknowledged, the work submitted herein is entirely my own
without any plagiarism.
I declare that no part of this assignment has been written for me by any other person(s) except
where such collaboration has been authorized by the facilitator/ tutor concerned.
I authorized the University to test any work submitted by me, using text comparison software,
for instances of plagiarism. I understand this will involve the University or its contractors
copying my work and storing it on a database to be used in future to test work submitted by
others.
Student’s Signature: ……………………………………………………………………

Date : ………………………………………………………………….

Master of Business Administration

Assignment Assessment Form

Student Name Min Khant Soe

Module Name International Business and Trade
Lecturer Name Dr. Cho Cho Thein
Assignment Assignment 5.2 - Consider a new business opportunity where a product is
Title needed in your country. Develop a simple business case where you will
import the product into your country. You have ample flexibility in many
aspects of this new business. Be practical while considering all aspects of
this course.
Submission Due
Date
Intake BATCH-7
Score 5 4 3 2 1 Weighted
I. Content
Reasonably accurate details are present to support the main ideas.
Relevant to
question asked
Effective use of
Theory
Topics discussed
in depth
Logically
development of
argument
Integration of
Reference
material
Relevant to
question asked
II. Originality
The writer seems to be writing from knowledge or experience; the ideas are fresh and
original.
Originality and
creative thoughts
Goes beyond
basic course
material
III. Presentation
The form and presentation of the text enhances the ability for the reader to understand and
connect with the message. The writer demonstrates a good grasp of standard writing
conventions (e.g., spelling, punctuation, capitalization, grammar, usage, paragraphing) and
uses conventions effectively to enhance readability.
Language
fluency and style
Well organized
and clear
framework
IV. Referencing

The APA citation format requires parenthetical citations within the text rather than endnotes
or footnotes. Citations in the text provide brief information, usually the name of the author
and the date of publication, to lead the reader to the source of information in the reference list
at the end of the paper.
Acknowledge of
sources
Assignment 5.2 - Consider a new business opportunity where a product is needed in your
country. Develop a simple business case where you will import the product into your country.
You have ample flexibility in many aspects of this new business. Be practical while considering
all aspects of this course.

Introduction

In the present occupied way of life, everyone needs to get all that they need in an instant and
fastest way. Instant coffee, instant noodle, fast food, ready-made garments, quick delivery services are
progressively well known and assume a critical job in the present quick-paced way of life. Fast food
businesses are likewise picking up a large market share in Myanmar.

(Farrelly, 2016) Fast or inexpensive food in Myanmar is less healthfully satisfactory,

protected and sound than other very much arranged and altered suppers and dishes. With the limited
time for preparing food at home, fast food consumption is significantly expanding everywhere
throughout the world.

Labor fast foods are accessible from small and independent vendors running shops mostly
with the carts, tables, portable grills and motor vehicles. Shop structures and sorts of food sold
normally differ contingent upon the culture, tastes and preferences of neighborhood individuals in the
nation. Many local small restaurants and food stalls serve Myanmar traditional food and recipes,
desserts, street food, various kinds of vegetable and meat salads, crispy glows, cold drinks, etc. They
are mostly seen in crowded areas, traditional markets and near community. Global fast food brand like
McDonald’s would have a great chance to establish their presence at this moment in Myanmar.

Situational Analysis of Fast Food Industry in Myanmar

Myanmar food and drink market share is engaging. Expanding income, joined with
substantial market, expanding inexpensive food demands and continuous monetary changes is pulling
in food and beverages organizations into the country. Changing lifestyles and working ladies
additionally makes the fast food industry more appealing to outside venture. With an effectively
fruitful plan of action somewhere else, franchising turns into an inexorably outstanding business
development technique.

(Kay, 2018) mentioned that international fast food chains such as KFC are getting a large
market share and South Korean franchises such as Lotteria are becoming an important part of
Myanmar people. Popular foreign fast food chains include KFC, Lotteria, Pizza Hut, Burger King,
Marry Brown, The Pizza Company, Ya Kun Coffee & Toast, J’Donuts, Gloria Jean’s Coffees, Gong
Cha, etc. These fast food chains usually expand their businesses widely through franchising strategies
in emerging markets.

(Kay, 2018) described that Global fast food chains, for example, KFC are getting a vast piece
of the overall industry and South Korean establishments, for example, Lotteria are turning into a vital
piece of Myanmar individuals. Famous foreign fast food chains consist of KFC, Lotteria, Pizza Hut,
Burger King, Marry Brown, The Pizza Company, Ya Kun Coffee and Toast, J'Donuts, Gloria Jean's
Coffees, Gong Cha, and so forth. These fast food chains normally grow their organizations generally
through franchising systems in developing markets.

According to this analysis, it would be a great move to pull globally well-known fast food
chain brand into Myanmar at the moment. McDonald’s is the first thing popped up in my mind as

Background of McDonald’s

(Assignment Point, 2016) mentioned that McDonald's is the world's biggest chain of burger
drive-through joints, serving around 68 million clients day by day in 119 nations crosswise over in
excess of 36,000 outlets. It was founded in the United States in 1940, the company began as a
barbecue restaurant operated by Richard and Maurice McDonald. Representative Ray Kroc joined the
organization as an franchise specialist in 1955. He accordingly bought the chain from the McDonald
siblings and regulated its overall development. McDonald's primarily sells burgers, cheeseburgers,
chicken, French fries, breakfast things, sodas, milkshakes, and treats. In light of changing customer
tastes, the organization has extended its menu to salads, fish, wraps, smoothies, natural product, and
prepared fries. Fast food franchises regularly modify their products and services to the neighborhood
culture and generally run their outlets not exclusively to serve quick fast foods yet in addition to make
a charming situation for social chatting giving advantageous seating places and wonderful music.
These franchises essentially create job vacancies for the nearby individuals in the host country.

Global SWOT Analysis of McDonalds

(Bhasin, 2018) Strengths in the SWOT analysis of McDonalds are

 Brand Equity (world-wide)

 Consistency of food
 Successful items: Fries, Happy Meal, Big Mac, Egg McMuffin
 Promotions
 Overseas market
 Balance sheet position
 (Bhasin, 2018) Weaknesses in the SWOT analysis of McDonalds are

 Declining market share

 Weak product development
 Disgruntled franchisees
 Quality and taste of products
 Slowed revenue and income growth

(Bhasin, 2018) Opportunities in the SWOT analysis of McDonalds are

 International expansion
 Only serving 1% of the world’s population
 Growing dining-out market
 Joint ventures with retailers (e.g. supermarkets).
 Consolidation of retailers likely, so better locations for franchisees.
 Respond to social and political changes of the host country of the franchise outlets
 Strengthen its value proposition and offering, to encourage customers who visit coffee shops
into McDonalds.
 Continued focus on corporate social responsibility, reducing the impact on the environment
and community linkages.
 International expansion into emerging markets of China and India.

(Bhasin, 2018) Threats in the SWOT analysis of McDonalds are

 Mature/overstored industry
 Strength of competition
 More health-conscious consumers
 Changing demographics
 Fluctuation of foreign exchange rates; Economies
 Recession or down turn in economy may affect the retailer sales

Strategies of McDonalds in neighbor countries of Myanmar

So as to stay with the growing, one can contend that the best move McDonald's at any point
made was extending abroad. Starting with a bashful begin in Canada in 1967, the 1970s prompted
venture into substantially more fascinating markets including Japan, Hong Kong, Germany and
Brazil. In 2007, 70% of McDonald's all out framework openings were outside the U.S. what's more,
60% of their deals and benefits originated from worldwide stores. There have been the menu
adjustments and social choices by local McDonald's have made in each nation.

China

(Macfarlane, 2017) described that McDonald's is going expansive in China. It wanted to open
2,000 terrain stores by 2022. That will almost double its impression from 2,500 outlets now. Chinese
clients were faithful to Chinese cooking and felt that the cheap food chains did not offer much
assortment to suit their sense of taste. The Chinese favored the traditional culture of food and drink
complete with color, scent, flavor, and assortment of local ingredients. McDonald's confronted
extraordinary challenge in China, its greatest rival Yum Brands. As per Schwartz, in future,
McDonald's China would focus on its business in enormous urban areas like Beijing, Guangzhou,
Shenzhen, and Shanghai and spotlight on the eastern and focal pieces of China.

India

(Media, 2015) believed McDonald's India is another flourishing arm of the corporate domain.
The primary unit was opened in Basant Lok in 1996. Today there are 132 eateries crosswise over
India that are held under a joint endeavor. Despite the fact that the restaurants appear to be identical in
India as they do the world over, to address dietary issues and religious dietary limitations McDonald's
surrendered its mark 100% meat burgers and does not serve any hamburger or pork things in India.
The restaurant serves chicken and fish, however the heft of the menu is veggie lover. This implies just
unadulterated vegan oil is utilized, that cheddar and sauces are totally veggie lover and without eggs,
and that the arrangement and cooking of all vegan items are kept separate from the non-veggie lover
items (those utilizing fish and chicken).

Charity work in India is nearly as wide spread as that done in Australia. Crosswise over India
McDonald's has taken an interest in the Pulse Polio Awareness rally from 1997. Through this program
inoculation booths are set up outside of McDonald's in Pune and Mumbai. In 2002 RMHC
constructed an elementary school and wellbeing center in Alaknanda slum in New Delhi. Different
projects incorporate city tidiness occasions, wellbeing courses, and performing expressions rivalries
for schools.

Thailand

(Assignment Point, 2016) mentioned that McThai President had an opportunity to study
aboard at USA and thought that that McDonald’s has cool ideas. Over a decade later, in 1981, during
one of his visits to the USA, he happened to pass by an impressive-looking building in Oak Brook,
Illinois and it was the McDonald's Worldwide Headquarters. Mr.Bulsuk and his friend wrote to
McDonald's Headquarters to see if they would be interested in expanding into Thailand.

The site at Amarin Plaza was chosen for the first McDonald's restaurant in Thailand which
make Thailand is the 35th country. Opened on March 16, 1985 with 50 million bath of Investment
The amarin plaza restaurant has space for over 200 seats, including a special McParty Room for
family & group gathering.

McDonalds’s restaurants in Thailand have almost the same product lines as USA and also
adapt to Thai people’s tastes such as claypot, chicken & rice, McNugget Seaweed and so on.

Conclusion

The developing customer class of Myanmar has turned into an appealing creating market for
worldwide inexpensive food chains after its rising up out of financial isolation. One obvious change in
the global fast food brands' menus is adding rice to eat together with their chickens. It is a convention
for Myanmar people to appreciate rice as principle nourishment so adding rice to the menus pulls in
various new clients who are intrigued to attempt the food items of those transnationals.

It is our aim to make McDonald’s part of the fabric of everyday life in urban areas of
Myanmar, and we look forward to welcoming all local residents. Also, we have to maintain
bargaining power of the customer as low as possible with standardized quality of the chained outlets.
In any case, the candidate who addresses client issues and serves customers better will at last develops
as the winner.
References

(2018, January 4). Retrieved March 18, 2018, from BOHA: https://bohatala.com/kfc-strategies-
marketing-project-report/

Allers, K. L. (2005). Won’t it be grand when we don’t need diversity lists. Retrieved January 25, 2018,
from Libraries: http://open.lib.umn.edu/organizationalbehavior/chapter/2-2-demographic-
diversity/

Assignment Point. (2016, November 24). Presentation on Mcdonalds in Thailand. Retrieved February
18, 2019, from Assignment Point: http://www.assignmentpoint.com/business/marketing-
business/presentation-on-mcdonalds-in-thailand.html

Atish Ghosh and Steven Phillips. (1998). Warning: Inflation May Be Harmful to Your Growth.

Bhasin, H. (2018, January 13). SWOT analysis of McDonalds – McDonalds swot analysis. Retrieved
February 11, 2019, from Marketing91: https://www.marketing91.com/swot-mcdonalds/

Discenza, R. (2007). Project management institude. Retrieved June 27, 2018, from
https://www.pmi.org/learning/library/seven-causes-project-failure-initiate-recovery-7195

Farrelly, N. (2016, July 28). The transition in Myanmar seen in fast food. Retrieved February 12, 2019,
from Nikkei Asian Review: https://asia.nikkei.com/NAR/Articles/The-transition-in-Myanmar-
seen-in-fast-food2