international marketing myanmar presentation 1
TRANSCRIPT
Introducing McDonald’s to MyanmarBy Dionna McLeod, Emily De Padua, Andrew Poole, & Yamaris Rodriguez
Geography Smaller than TexasBetween Bangladesh and Thailand
with India, China and Laos tooTerrain: central lowlands ringed by steep,
rugged highlandsStrategically placed near Indian shipping
lanes
DemographicsMostly Buddhist CountryOver 55 million peopleMost of the population is literateEmployment:
Agriculture 70%Service 23%Industry 7%Unemployment 5.4%
33% of the population is below the poverty line
History (brief)
1824-1886, Britain conquered Burmaincorporated the country into its Indian Empire
province until 19371948, self governingmilitary governing 1962-1988
Culture89% BuddhistHigh Context
Anade- Fear of imposing, embarrassing, or inconveniencing other people
Respect for elderselders served first
Tend to live with three generations of family
Food CultureEating beef is uncommonSoup and rice important parts of the
mealAll meals (including rice) are served
at one time in the middle of the table in a “family style”Generally, drinks include non-
alcoholic beverages such as water, green tea, or juice.
Meals are typically eaten with hands, however forks and spoons can be used.
Business Operations/ProtocolSilverware available upon requestDrink choices:
Green TeaWaterJuice
Self-service drinksLow, round tables
GovernmentSixty years of regime lifestyle ended in 2010Support from U.S. for reforms by Obama
Administration Joined WTO in 1995, reviewing trade policiesJuly 2013, expiration of Burmese Freedom
and Democracy Act (BFDA) ban on imports from Burma, 2 exceptions
Industries and EconomyIndustries of BurmaAgriculture 70%Services 23%Industry 7%Unemployment = 5.4%33% of population living
below poverty line
The Economy relies upon Agricultural exportation for 50% of its GDP.
The exchange rate between the kyats (MMK) per US dollar in 2013 was 947.9 (est.), a rate that has been rising in the last two years
Market Growth & SegmentationWorking class makes 60% of the populationPricing measured by classFast food 10% growth in Thailand, 2012
change from sit-in eating to fast paced in younger generation
Fast Food Already In MyanmarChewy Junior’s (Singapore)Lotteria and BBQ Chicken (Korea)Mary Brown (Malaysia)ICFC (KFC Knockoff)Food Carts
Fried FoodsStreet Vendors
Possible LocationsRangoon (Pop: 4.3 million)Mandalay (Pop: 1 million)Naypyitaw (Pop: 990,000)Mawlamyine (Pop: 450,000)Bago (Pop: 249,000)
Pros/Cons of Entering the MarketPros:Close by to other successful markets,
along with respected trade partners nearby
A large labor force to employ which is literate
Plenty of agriculture to use for our food, along with funding local farmers to raise our public image
Myanmar/Burma has a positive view on U.S. products
Cons:Majority of population is below
poverty lineEating beef is uncommonKeeping food Fresh
82% of land undevelopedCorrupt governmentLimited Internet access affects
marketingTrademark Laws