This report presents a market entry plan for Pink Berry, a frozen dessert restaurant franchise, focusing on its expansion into Holland. The report begins with an introduction to Pink Berry and the selection of Holland as the target market, highlighting its strong economic health and high per capita income. It details the company's product, frozen yogurt, and its chosen mode of entry: franchising. The report then outlines market segmentation based on geographic, demographic, behavioral, and psychographic variables, identifying the primary target market as young adults aged 19-30 and the secondary market as children and teenagers. A key section of the report covers the marketing mix, adapting product, packaging, pricing, promotion, and distribution strategies to the Dutch market. It also addresses HRM considerations, including staffing frameworks and compensation. The report concludes that Pink Berry can successfully expand into Holland, offering insights into market analysis, business strategy, and the competitive landscape. The report references various sources to support its analysis and recommendations.
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