Re-introducing Wendy's into Singapore Dissertation

Re-introducing Wendys into capital of Singapore - Dissertation ExampleThese factors have also enhanced the profitability of the nutriment and beverages persistence of this country. The popularity of Western fast food among the population is also increasing and hence, many world-wide fast food companies like McDonald and Burger Kings has entered in this market place. Wendys entered in Singapore market during 1980s but due to discriminatory forces, it had to withdraw from Singapore in 1997. However, Wendys has again entered in Singapore market with the collaboration of Kopitiam stem who has bought Wendys franchises. This paper attempts to evaluate the success of Wendys in Singapore market after its re-entry and to bye relevant recommendations for reintroducing its dishonor in Singapore. Wendys is the third largest fast food chain in the global food and beverages industry and it is very famous for its old fashioned hamburgers. In other global markets, Wendys has been prospered but when it entered in Singapore market during 1980s, it was unable to survive. Now, in outrank to make successful re-entry, the company needs to reposition its vane image among the target consumer groups by implementing proper branding strategies and conducting brand awareness in the market. In this respect, this paper presents a detailed literature review focusing on multiple models and theories of branding strategies. There are four major sections in literature review which includes brand reintroduction and repositioning, brand awareness and its importance, building brand image and different models for framing branding strategies. In bon ton to draft branding strategies, two dimension strategy and Ansoff model is very useful to determine the market situation and multiple strategic directions. Promotional strategy is very important aspect in branding strategy and hence, implementation of integrated marketing communication is the most suitable in this respect. In order to meet the objectives of this research paper, it is necessary to generate key information and hence, an extensive research has been conducted. For measuring the feasibility of Wendys re-entry in Singapore market, primary as well and secondary selective information has been analysed. Secondary data analyses have divulge that due to growing economic condition and increasing popularity of western fast foods, F&B industry of Singapore is growing at decent rate. The profitability of fast food outlets is the higher(prenominal) that other F&B sectors like restaurants and other food caterers. The primary data analyses have disclosed that new consumers want to taste Wendys food as most of them have aware of this brand. Primarily, they expression for high quality product with fast and efficient services. The consumer loyalty rate is high in Singapore consumers and most of them prefer the brand like McDonald, MOS Burger, Burger Kings etc. Therefore, there is a great opportunity for Wendys success, if it can develop its own base of loyal consumers by providing high quality prod