1. EXECUTIVE SUMMARY This marketing plan is for a new franchise branch of Carl's Jr. at Jurong Point. Jurong Point is well positioned to be the mall of choice in the Western quadrant of Singapore, providing shoppers with a wide array of shopping, dining, entertainment and services. The Carl's Jr. brand was brought into Singapore in June 2005 after Aspac F&B Pte Ltd got the franchise license from US-listed CKE Restaurants . Carl's Jr. has a strong branding with a total of 1,014 outlets operating in 12 US states and 3 foreign countries. (cited http://www.carlsjr.com.sg/site/aboutus.html , 8 May 2009.) As the amount of health conscious consumers increase, the health promotion board has been actively coming up with activities to promote national healthy lifestyle (cited http://www.hpb.gov.sg/rpt/2002/text/initiatives.htm , 9 May 2009 ). With that, our marketing goal is to create awareness among consumers and promote Carl's Jr. as a place with healthy quality fast food. To create consumer awareness, we will be using a variety of advertising and promotion means which includes media a......

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