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BreadTalk should Enter Myanmar Student’s Name Institution TO: Dr. George Quek FROM: DATE: SUBJECT: BreadTalk should Enter Myanmar Introduction The expansion of a business to new regions is beneficial in the following way: the company gets an opportunity to market its products in a larger population, which increases the probability of making more profits (Yüksel, 2012). The company will enjoy high demand, especially due to the preference of foreign products internationally. Also, it will enjoy limitless growth since economic fluctuations in one state will affect only a small section of the business. Though, there are disadvantages of entering new markets such as compromised quality, loss of control and financial challenges (Zerrillo, Mathur, Lee & Lim, 2016). However, these limitations are manageable. In this perspective, BreadTalk should enter Myanmar as a new market region based on the following features identified through a PESTEL analysis. Politics The country is headed by a democratic government that allows the people to express their freedom and rights. The government has managed to eradicate the anti-Muslim culture and promoted peace. Additionally, the democratic government reviews entrepreneurial reforms regularly to ensure it attracts investors globally (Chantavanich, 2012). Also, the country has established policies that ensure fair competition in business and high-quality products to consumers. In this regard, BreadTalk will not face political challenges that are critical in penetrating the market. The democratic government will allow the company to organize for its advertisement campaigns and other awareness strategies to
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