Global Expansion for Five Guys Burgers International Restaurant - Report
Added on -2020-07-23
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INTERNATIONAL MARKETINGA report over the prospects of global expansion for the five guys’ burgerrestaurant Page 1 of 20
Executive summary This report will focus over the prospects of global expansion for the Five Guys Burgersinternational restaurant. It is one of the large restaurants in United States of America. Mainpurpose of this report is to present a scenario of some potential market where this businessenterprise can expand their operation including their other successful international ventures.External and internal assessment has been done to presents a clear picture of the company andthe targeted international markets.Page 2 of 20
Table of ContentsExecutive summary.........................................................................................................................2Introduction:....................................................................................................................................4Analysis of the macro and competitive factors which impact global fast-food Industry................4International competitive factors.....................................................................................................7Analysis of internal business environment of Five Guys Burgers international.............................8Summative statements over the SWOT analysis on Five Guys using Porter's value chain:...........8SWOT Analysis based on the above-mentioned points of the five guys burger international restaurant:........................................................................................................................................9Summary of the findings:..............................................................................................................10Evaluation of the potentiality target markets of Japan:.................................................................11Evaluation of the potentiality target markets of India:..................................................................12Evaluation of the potentiality target markets of Singapore:..........................................................12Evaluation of the potentiality target markets of China:.................................................................12Recommendation to Five Guys Burgers international for an appropriate global market: Japan will be the proper place for expanding their business ventures successfully. The socio- economic structure will be favorable for this establishment..........................................................................13Analysis and justification for the chosen country:........................................................................13Conclusion.....................................................................................................................................13Reference List:...............................................................................................................................14Bibliography..................................................................................................................................15Appendix........................................................................................................................................17Page 3 of 20
Introduction:The five guys’ burger international is a well renowned burger company which has been servingtheir service in different countries since 1986. This is a fast casual restaurant situated inArlington, USA. In today's competitive business environment this restaurant needs to expandtheir service in some dominant and large food market oriented countries like Singapore, Japan,India etc for gaining more revenues and to provide strength to the brand value. This report willpresent the business environment of those targeted countries and will provide a clear conceptabout its socio-economic factors for running the food company in successful way. Consultancy brief:Mc Ginger is a well renowned company for providing solutions to its clients regardinginternational business expansion. This consultancy mainly dealing with the food or restaurantbased companies. Mc Ginger started their venture in the year of 2006, till then to present timemost of the clients are satisfied with the fruitful results for consulting with Mc Ginger regardingtheir business expansion in international domain. The main objective of this establishment is toprovide one stop solution to reflect their efforts in front of the world.Analysis of the macro and competitive factors which impact global fast-food IndustryGlobal macro factors for fast food industry by using the PESTLE analysis tool: The global fast food industry is growing day by day in all over the world (Cateora et al. 2009).In order to expand a business in international domain a company needs to scrutinize about thevarious factors of external environments of business (Gillespie and Hennessey, 2011). Thisreport will present such kinds of external macro environmental factors. To complete the analysisPESTLE tool will be used in structural process. The analysis tool PESTLE is an acronym formof some important Political aspects, economical aspects, social aspects, and technologicalaspects, legal and environmental aspects. These all factors is quite helpful to understand theexternal business environment, specifically this type of analysis benefited business owners toexpands their trade function in overseas area in with some certain positive attributes. The Fiveguy international is aiming to enlarge their operation in some selected countries; Japan, India,Page 4 of 20
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