hummus bar
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Case 1
HUMMUS BAR: DIPPING INTO INTERNATIONAL MARKETS
Submitted by:
Hari Padmakumar
Jijo Francis
Navtej Singh Sran
INTRODUCTION
Learning objectives:
To evaluate potential international markets using various business models.
To develop decision-making skills.
To use quantitative data to make decisions.
To consider and evaluate several modes of market entry.
HUMMUS BAR
• Hummus bar is a successful, customer friendly bar located in Budapest, Hungary.
• It has got 7 restaurants in that region.
• It is known for its cheap price and healthy fast food.
• They offer different kinds of salads, desserts, soups, meat and vegan dishes.
• It has been recognized and awarded for being the best exotic cheap eatery by the Time out magazine
• It has got take out and delivery services.
• It has got many loyal customers.
• They conducts several events in order to entertain the customers.
WHAT IS HUMMUS…??!!!!
• Hummus is Middle Eastern and Arabic food dip/spread made
from cooked, mashed chickpeas with tahini, olive oil, lemon
juice, salt and garlic.
• Both vegan and non- vegan customers consume hummus.
• Hummus is a really healthy dish due to its ingredients.
• Hummus can be used as a side dish for almost most of the
food items.
MARKET RESEARCH
Data Collection Method:
Face-to-Face Interviews:
This quantitative data collection method is used for gathering
information. In this method the customers are called upon to
conduct direct interviews.
Went to stores and restaurants and conducted face-to-face interviews with 50 customers.
65% female and 25% male participants.
Customers of age between 18 and 60yrs.
92% liked humus ;
among which 83% bought hummus products and dishes
on a regular basis.
Customers prefer the hummus bar because they get tasty, healthy and variety dishes for lower prices.
MARKET ANALYSIS
PEST Analysis:
Political/Regulatory factors:
Affect price and sales of the food items.
Price varies with different region (Taxes, Trade Restrictions
and other laws).
Economic factors:
Hummus bar sells products at cheaper price, because they
are made locally.
For international market, product price will increase due to
economic growth, exchange rates & inflation.
Socio-cultural factors:
Customers choose their food by price, promotions and
preferences.
Socio-cultural factors customer needs, size and nature of
market.
Hummus products will not be affected by this factors because of
the quality and price.
Technological factors:
This factors deals with the manufacturing, packaging and
distribution of products.
Hummus bar does not rely much on this factors.
SWOT ANALYSIS
Strength
• High quality food
• Variety food items
• Low cost
• Loyal customers
Weakness
• Low brand awareness
• High competition
• Less investments
Opportunities
• Rapid growth in
hummus market
• Fresh & healthy fast
food
• Increase brand
awareness
Threats
• Threat of over -
competition while
market expansion
• Possibility of failure in attracting trust and interest
Case
1
MARKETING PLAN:
Target market :
Age between 18 and 40yrs
Healthy and quick food
Vegans
Women customers
Marketing Mix:
Product: Cheap due to local preparation of hummus dishes. Hummus bar has got variety of dishes. The place attracts a lot of people due to its cost and freshness.
Price: Provides fresh and tasty fast food for a cheaper price. More loyal customers. It is a great threat for its competitors.
Place: Need to increase the number of wholesale grocery store clients, thus improving the business and brand awareness.
Promotion: Promotion is necessary for expanding the business. Proper promotions can lead to increase in brand awareness of the restaurant.
SUMMARY
It’s wise for hummus bar to stick with the domestic
expansion.
More loyal local customers.
Hummus market will keep on growing.
More business can be achieved by selling the products to the
local wholesales stores. This also increases the brand
awareness.
The business will promptly spread to nearby
regions.
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