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Target market
Middle and upper income customers
Customers who look for alternatives to
italian and mediterranean food
Business model
Direct Ownership by partnerships
Franchise
Bad service
Unefficiency
Not
friendliness
No
commitment
to service
Competition
Direct competition
Hummus Point (Small chain)
Indirect competition
Subway
Opportunity
Opportunity to improve this expectatives of
services that has been taken by Hummus
Bar but there is no totally consolidated.
Franchise
model not
well
established
There is
no
employee
training
We need to
growth
Hungarian
market
stucked
National Growth
Unattended market
Business people
They look and need a
healthy option for lunch.
Centre
Big afluence of tourists
(cheap and health
optionready to explore
again)
International Growth
Hummus bar should enter to
one of the 11 cities with the
highest growth potential
Entry mode: Franchise
(mitigate investment risks
requires high control)
Training
Hummus bar has a
comparative advantage
(service)
However this quality
service it is not taught to
employees but learned in
the field
Place: To be determined
Implementation Plan
Factor
Bratislava/Sl Ljubljana/ Warsaw/Po Prague/C Zagreb/Cr Belgrade/S Debrecen/H Athens/Gr Sofia/Bulgari Istanbul/T Berlin/German
ovakia
Slovenia
land
R
oatia
erbia
ungary
eece
a
urkey
y
Level
Weight
Country
0.15
10
11
City
0.15
10
11
Country
0.05
10
11
Population
City
0.05
10
11
City
0.15
10
11
Country
0.1
10
11
City
0.25
10
11
Country
0.1
10
11
7.85
7.75
4.6
2.15
5.25
5.7
4.35
5.85
10.9
Things to be considered:
Some of the factors identified by G&M were not considered no consistency.
Berlin has the highest weighted score so should be the first city to entre.
Some factors considered in this selection are on a higher level (Country) than the accurate level for a good
analysis.
There are some factors that could be considered but there is no data to determine them.
Segmentation
Targeting
Positioning
Income
Lifestyle
Psicological
Hummus bar should be
attend to people between
20-30 years olds
Middle and upper
income
Looking for healthy
options
Marketing
Incresing Brand awareness Social media estrategy (most efficient tool)
Hummus is sexy reloaded express confidence, modify Brand personality and has good potential
Promotions at business-people level Bring your office, Executive lunch (Special discounts)
Product differentiation by countries McDonalds example (special burgers in every country special hummus bar
ingredients by country (Berlinhigh meat consume)
Operations
Franchise model
Establishment of operations manual (regarding to employees training)
Marketing control and quality standards
Food coordination between countries (suppply)
Human resources and Organization
Constant training of employees in order to not lose competitive advantage
Creation of Franchise control department
Finance
Investments
Business consultant Implementation of Franchise manual ($5000)
Operations display for new country ($15000)
Merchandising ($5000)