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International Marketing International Marketing Introduction

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Added on  2020-04-21

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Running Head: International Marketing International Marketing 18 International Marketing Contents Introduction 3 Overview of company 4 Macro analysis (PESTLE) 4 Competitive forces 6 Internal and External Business environment analysis 7 Value chain analysis 7 Primary activities 7 Support activities 7 SWOT analysis 8 Evaluation of the potential markets 9 Market selection and market entry 11 Recommendations 12 Marketing Mix 12 Conclusion 14 References 15 Appendix 19 Appendix 1 19 Appendix1.1 19 Appendix 1.2 20 Appendix 2 22 Appendix 2.1 23 Appendix 2.2 25 Appendix 3 26 Appendix 4 30 Introduction The report is

International Marketing International Marketing Introduction

   Added on 2020-04-21

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Running Head: International MarketingInternational Marketing
International Marketing International Marketing Introduction_1
International Marketing 1ContentsIntroduction......................................................................................................................................3Overview of company..................................................................................................................4Macro analysis (PESTLE)...............................................................................................................4Competitive forces...........................................................................................................................6Internal and External Business environment analysis.....................................................................7Value chain analysis....................................................................................................................7Primary activities.....................................................................................................................7Support activities.....................................................................................................................7SWOT analysis............................................................................................................................8Evaluation of the potential markets.................................................................................................9Market selection and market entry................................................................................................11Recommendations..........................................................................................................................12Marketing Mix...........................................................................................................................12Conclusion.....................................................................................................................................14References......................................................................................................................................15Appendix........................................................................................................................................19Appendix 1.................................................................................................................................19Appendix1.1...........................................................................................................................19Appendix 1.2..........................................................................................................................20
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International Marketing 2Appendix 2.................................................................................................................................22Appendix 2.1..........................................................................................................................23Appendix 2.2..........................................................................................................................25Appendix 3.................................................................................................................................26Appendix 4.................................................................................................................................30
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International Marketing 3Introduction The report is based on the global market analysis for the company Five Guys Burgers. The company is one of the American fastest Growing restaurants chains. Five Guys burgers started a business out in Arlington, Virginia back in the year 1986. Jerry Murrell, his wife and five of his sons started the company in the USA. The company is having 1,039 stores across U.S. and Canada and going to expand the business (Burke, 2015). The aim of the report is to analyze the environment of the business in the global market. The thorough market analysis will help the marketing consultant to decide the potential market where the company can expand the business.The company is looking to enter the new market in the year 2019.
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International Marketing 4Overview of companyThe company is having the operation across the world; the company has a mix of stores as the company has 200 company-owned stores and 839 franchised stores. In the year 2010, the company opened its first international store in Canada. Five Guys opened a London Outpost as its first location outside of North America (Five Guys, 2017). The brand was rated as U.K’s top choice in the category of the fast food in the entire American category. The fast-food industry is expanding rapidly and the entire burger category is $40 billion industry in U.S., this industry is dominated by the McDonald’s, Burger King and Wendy’s (Hansen, 2016). Macro analysis (PESTLE)The macro analyses consist of the external environment that can affect the working of the company. (Refer Appendix1.1)Political factorsHotel industry gets affected by the rules and laws imposed by the government. The major issue faced by the restaurants consist of terrorist attack, as the increase in the political conflicts among the countries leads to the attacks on the rival country. These activities affect the working of manyrestaurants (Robinson, Fallon, Cameron, and Crotts, 2016).Economic factorsThe restaurants get affected due to inflation and interest rate as these are the major factors that can create an impact on the prices of the services provided by the restaurants. The income level and income distribution level decides the purchasing power of the people in the country. The
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International Marketing 5restaurants select those places for the expansion of the business where they find the more purchasing power of the customers.Social factors There is a rapid change in the lifestyle of the people which result in a change in the buying pattern of goods and services. The customers nowadays like to consume the high-quality goods and along with this organization provide the improvised services to the customers (Robinson, Fallon, Cameron, and Crotts, 2016). Technological factors The advance of the technology is increasing in each and every company. Similarly, the companies come under the hospitality industry also believe in using the innovative technology. The restaurant's industry makes use of technology to provide the customer attractive and innovative packages that help the company in enhancing the sales and revenue.Legal factors The changes in the legal laws by the government affect the working of the restaurants. Different countries consist of different laws and regulations, some of the laws are anti-trust law, health andsafety law, consumer protection law and minimum wages to the employees. Environmental factors The Environmental factors consist of certain laws and regulation that needs to be followed by thecompany. The rules consist of Waste management, water consumption, usage of eco-friendly andthe healthy products. The company should follow the moral obligations towards the environmentof the company.
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