International Management

Executive Summary

Busy life styles of people worldwide and easy access to the wide variety of fast food restaurants has become a powerful combination. This has become highly competitive with various multinational fast food chain operators and their expansion in to new geographies.

In United States, the pace of globalization increases because of the market saturation. Geographical diversity has been a main aspect of the fast food industry since 1950's, when the Wimpy Hamburger first opens their outlet in London and then followed by a unit in Portugal 1957. Even though the fast food industry is becoming ever more competitive, diverse and varied in nature, the dominance of the Major US brands is set to continue in the game.

No matter where in the world you are or how well off you are, the fast food culture has become a way of our lives. Our need to eat has developed from a basic need to a complicated art of presentation and taste. From the small sandwich shop to the award winning restaurant we can always find proper food at a reasonable price. Cooking at home has become less of a choice and more of a chore, with a large variety of ready meals. Spending time in a kitchen has become less appealing. With an ever increasing choice of world cuisine, consumers can enjoy different varieties of fast food options in food market. It's just a matter of clicking on the internet or picking up the phone to have a fresh, prepared hot food to eat for those who don't have the ability, time or will to cook at home.

Analyzing the background of fast food industry .

According to the survey which has been conducted by ACNielsen online consumer survey, Asians are emerging as the World's greatest fast food lovers. Filipinos, Taiwanese and Malaysians lead Americans. Two third of Hong Kong consumers frequent a take away outlet at least once a week. According to the consumer survey McDonald's ranks the most popular take away outlet globally.

According to the above survey findings and survey reports Asia Pacific consumers eat fast food at least once a week. Malaysia, Singapore and Thailand ranks among the World's top 5. The following information would assist you to get an clear picture of the three countries, Thailand ,Malaysia and Singapore.

Cultural And Environmental Factors

Thailand Country Brief

Thailand is a middle income country in South Asia. Which has made an important progress in social and economical development. The country suffered from a financial and economic crises in the late 1990. Thanks to the strong long term trends, Thai economy was one of the world's fastest growing in the decade ended in 1995. The government of Thailand have been very successful in reducing poverty and they extended coverage of social services. Bangkok the Thai capital had become the most prosperous as well as the centre of all developments of the country. Compared with neighbouring countries Bangkok's basic infrastructure is impressive. The city competes with Singapore to become a regional hub for air travel within South East Asia.

Thai Culture

The two sacred cows in Thailand are the Monarchy and Religion. Tharavada Buddhism is the dominant religion (pali, sanskruit) gold, marble and