MBA603: Analyzing Market Entry Barriers & Strategies for Bennelong

This presentation provides a comprehensive market analysis for Bennelong, a restaurant aiming to expand into new markets. It identifies three potential markets: India, the USA, and the UK, evaluating the opportunities and barriers associated with each. The analysis delves into market research, competitor analysis, and potential challenges such as brand loyalty, established competitors, and varying market dynamics. Strategies to overcome these barriers are discussed, including cost control, effective planning, community engagement, and proactive management of political and economic conditions. The presentation concludes that the Indian market presents the most promising opportunity, while the UK and USA markets require more strategic planning due to existing competition and established market conditions. The importance of adapting business strategies to the specific market context and building strong networks is emphasized for successful market entry.

MARKET ANALYSIS OF
BENNELONG
Name of the student
Name of the University

INTRODUCTION
 It has been estimated that Australians spend
large amount in eating out (Chou, Chen and
Wang 2012)
 Thus no doubt, food industry is a growing
industry in the Australia
 Australians love spending behind food
 Food joints are also popular in the country
 Australians loves tasting different types of
food
 They enjoys different flavors and cuisines of
food as well of the Australians are foodie

INTRODUCTION
 Restaurant industry is ever growing industry
in the global context (Chou, Chen and Wang
2012)
 Bennelong is a restaurant which is a part of
the food industry
 It belongs to the restaurant industry

INTRODUCTION
 The purpose of the study is to understand
how a company develops the strategies
against the barrier while entering into a new
market.
 It gives a brief introduction
 It proceeds by discussing the market
opportunity analysis
 The market opportunity barriers has been
identified then
 At the same time strategies to overcome the
barriers were also mentioned
 The presentation finally summed up the
entire discussion

INTRODUCTION
 It is located in opera house in Sydney
 The location of the restaurant is iconic
 The chief chef and the CEO of the restaurant
is Peter Gilmore (Lane 2013).

INTRODUCTION
 Peter Gilmore is a celebrated Australian chef
 The entire restaurant is coordinated by Peter
Gilmore
 The restaurant is theme based (Lane 2013)

MARKET OPPORTUNITY ANALYSIS
 Three different markets have been proposed
where the restaurant can plan to expand its
business (Palmer and Griswold 2011).
 The three markets re UK, USA and Indian
food industry.

MARKET RESEARCH OF INDIA
 The food industry of India is increasing at 17%.
 The entire food industry is worth $24.77 billion.
 The internet based food ordering and delivering
business has been experiencing exponential
growth over the last few years.
 The existing competitors of Bennelong in India
are Barbeque nation, Hard Rock Café, California
Pizza chicken and many more.
 However, the food industry of India is growing at
a rapid speed, business scope is huge for
Bennelong (Palmer and Griswold 2011).

MARKET RESEARCH OF USA
 The food industry of USA is a large as well as
growing market.
 The entire food industry of the USA worth
$1.46 trillion.
 Major competitors for Bennelong in the USA
food industry are McDonald’s, Subway, Taco
Bell, Wendy’s and many more.
 The business scope is high to medium as the
above mentioned food chains already have a
good hold over the customer base (Lee and
Ha 2012)

MARKET RESEARCH OF UK
 The food industry of United Kingdom has
been witnessing consistent growth over the
recent years.
 It is one of the established sector of the
economy of the UK.
 Nando’s, Wagamama, Gourmet Burger
Kitchen and etc are some of the leading
restaurant chain in the UK.
 as the food industry is already an established
sector, the business scope for Bennelong is
average to low (Palmer and Griswold 2011).

MARKET OPPORTUNITY BARRIERS IN
UK
 There can be many such barriers in the
opportunity for the restaurant.
 As mentioned earlier, the food industry in the
UK is already established, the threat of new
entrants in the industry is likely low to medium.
 Large restaurant chains already have good
customer hold, thus to enter in the market of
UK, Bennelong will have to use unique business
strategy.
 The brand loyalty is another major barrier that
Bennelong might face while entering the UK
market (Palmer and Griswold 2011)..

MARKET OPPORTUNITY BARRIERS IN USA
 Similar to UK, USA food industry is dominated
by several renowned restaurant chains.
 the leading fast food restaurants provide
customers the opportunity to avail best
quality at an affordable prize.
 However, Bennelong is a fine dine restaurant
with comparatively, high price strategy.
 Brand recognizition is one of the major threat
for the restaurant while entering in the USA
economy (Kimes 2011).