BB844 MARKETING IN THE 21st CENTURY

TUTOR MARKED ASSESSMENT - FALL 2018-2019, SEMESTER 1

BB844- TMA01 – Fall Semester (2018 – 2019)

Questions
Question 1 (Up to 50% Marks): (1250 words +/- 10 %)
Critically analyze the Strategic Moves by Max Burger, Highlight the initiatives taken by
Max Burger to expand itself in the Middle-East region.
Question 2 (Up to 50% Marks): (1250 words +/- 10 %)
What could be the possible opportunities and challenges for Max Burger in Middle East
region?
Question 1
We asked the students to comment upon the various steps taken by Max Burger to expand
itself in the Middle-East. The students stated the following to highlight the main reasons
for choosing Dubai as a launch pad: [Paras 1-5 of the Section: “Strategies for Survival”
and Para 12 of the Section: “The UAE Fast Food Market: An Overview”]. The students
wrapped up the discussion by stating that with the successful execution of the well-
calculated strategies, Max Burger succeeded in setting up 5 branches in UAE in less than
a year.
Question 2
The students highlighted that with an expected overall hike of nearly 30% in the UAE
restaurant market by around 2015, Max Burger anticipates a bright future in this region.
[Para 5 of the Section: “Strategies for Survival”]. They further underscored the
opportunities by discussing following points:[Paras 7 and 9 of the Section: “The UAE
Fast Food Market: An Overview” and Para 3and 5 of the Section: “Strategies for
Survival”]. On the other hand, following points were emphasized by the students while
discussing the challenges that Max Burger might face: [Para 14 of the Section: “The UAE
Fast Food Market” and Para 6-8 of the Section: “Strategies for Survival”]

Introduction
Please read these instructions carefully and contact your tutor if you require any further
clarifications. You should submit your completed assignment to your tutor to arrive no
later than the cut-off date: 27.10.2018 (23.hrs GMT).
Abstract: The UAE fast food sector had been witnessing exponential growth on account
of its growing population coupled with the fact that the country was one of the most
desired tourist destinations. Further, the demographic structure of the population,
Case Study

“UAE is a nation of burger lovers and everyone already has their favourite. Our job is to
encourage consumers to make the switch, which is a tough challenge in any category.
Fortunately, the product has a great platform to work from and we have strong food and
beverage experience to match.”1
– Firas Medrows2

The UAE Fast Food Market: An Overview