Report on International Marketing of Five Guys Burgers Restaurant

Running head: INTERNATIONAL MARKETING FOR FIVE GUYS BURGERS
INTERNATIONAL MARKETING FOR FIVE GUYS BURGERS
Name of the Student
Name of the University
Author Note

INTERNATIONAL MARKETING FOR FIVE GUYS BURGERS1
Executive Summary
The analysis in the report is based on the internal analysis of Five Guys Burgers restaurant
chain and the expansion plan of the restaurant. Five Guys Burgers is a restaurant chain that
was founded in the year 1986 in the United States of America. The founders of the company
were Jerry and Janie Murrell and their five sons. The restaurant chain specialises in burgers
and fries and the ingredients used are freshly baked and handmade. The restaurant has its
operations in other countries including Saudi Arabia. The internal analysis of the company is
done with the help of SWOT framework and the Porter’s Value Chain analysis. The 12 Cs
framework is used to analyse the target market for the restaurant. The report is concluded by
stating that the chosen target market for the restaurant is India. The diverse culture of the
country will facilitate the business of the restaurant.

INTERNATIONAL MARKETING FOR FIVE GUYS BURGERS2
Table of Contents
Introduction....................................................................................................................3
Analysis of the macro and the micro environment of the business................................3
Analysis of the macro environment of the food industry...........................................3
Analysis of the micro environment of the food industry...........................................4
Analysis of the internal business of Five Guys Burgers by Porter’s Value Chain........5
SWOT Analysis of the company....................................................................................8
Strengths.....................................................................................................................8
Weaknesses................................................................................................................8
Opportunities..............................................................................................................9
Threats........................................................................................................................9
Analysis of the potential markets using 12 Cs Framework............................................9
Recommended approach of marketing in the target area.............................................11
Marketing mix of the company................................................................................12
Conclusion....................................................................................................................12
References....................................................................................................................14

INTERNATIONAL MARKETING FOR FIVE GUYS BURGERS3
Introduction
The analysis in the report is based on the study of the business environment of Five
Guys Burgers International and the expansion plan of the organization. Five Guys Burgers
was established in the year 1986 in Arlington County, Virginia and the restaurant had
extended its operations to five other locations in the Washington, D.C area. The company
was founded by Jerry Murrell along with his wife and five sons. The restaurant chain started
franchising its business operations from the year 2003 and this led to huge expansion of the
chain. The restaurant had its operations in more than 300 locations within the year 2012 in
United States of America (Fiveguys.co.uk 2017). The company operates in the locations both
as company owned stores as well as franchisees. The company has been facing issues in the
recent times regarding the expansion plans and adding items to the menu as well. The study
in this report is based on the macro and micro environmental analysis of the company. The
internal analysis of the company is done based on the Porter’s value chain model. The
potential market analysis for the expansion of the company is done with the help of the 12 Cs
framework. Further the potential market for the expansion of the company will be selected
based on this analysis (Forbes.com 2017).
Analysis of the macro and the micro environment of the business
Analysis of the macro environment of the food industry
As discussed by Joslin, Priebsch and Singleton (2014), the macro-environment
analysis involves six forces including demographic forces, political forces, economic forces,
socio-cultural forces, ecological forces and technological forces. The demographic force of
the macro-environmental analysis is related to the people of USA. The food habits of the
people of USA is firmly related to burgers. The study of the people staying in the country
where the company operates is important to decide the growth of the market. The growth in