CASE STUDY

Autores: Luis Sánchez Ato

Karem Ramírez Alva Benjamín Cerna

2015

Purpose: Find the best destination for expansión of adventurous appetite

2

• Adventurous Appetites offers a service for those people who, after visiting the tourist sites during the day, want to soak up the atmosphere and culture of a real city in the evening.

• Profits have been good and client feedback indicates how personalized and friendly the service is.

Adventurous Appetites

2015

32015

4

• Number of tourists• Demographic structure

of the population• Living standard

key points to look out for

2015

5

The pros/cons of Beijing,Edinburgh and Vancouver

2015

6

• Language: Mandarin• wide variety of food-related venues /

styles, e.g. street markets offering local snacks

• The city's restaurant scene still not as vibrant as Shanghai's.

• Its cuisine is influenced by culinary traditions from all over China, but the style that has the greatest influence on Beijing cuisine is that of the eastern coastal province of Shandong.

Beijing,china

2015

• International city- constantly changing

• The city is spread out• World's most populous country• Governed by a Communist Party• World's fastest-growing major

economy.

Pros Cons

7

• Large number of tourists• Variety of cuisines• Hospitable hosts• Service sector-Main economic branch• Easy to get around on foot• Many historic sites• Government is constitutional.• the world's sixth largest economy. • Great power. • Influence internationally• The cousine is unfussy.

• •There are some established competitions, as a historic taverns or ghost walking tours.

Edinburgh,Scotland

2015

Pros Cons

8

• Major convention and tourist destination

• Most developed economy in Canada• Diverse communities• Lots of outdoor attractions• Constitutional Monarchy• Multicultural Nation• Well-developed trade Networks• The Cuisine is a mixed between

English, Sottish and French roots. • It has a big population but the majority

is foreign and tourist.

•Lots of organized tours to Vancouver´s surrounding outdoor attractions. Its opposite to a local ambience that offer “Adventurous Appetites”

Vancouver, Canadá

2015

9

• It`s very close to Spain: 1730 km( Vancouver-8426,Beijing-9232km)

• One of de leading economies in Uk

• High living standard• The good food demand• Traditions and culture• Economic stability

• The best choise for us is Edinburg.

The choise

2015

10

• Perform Market Analysis: Expanding into new markets involves a great deal of market research in addition to target customers. You'll want to develop an in-depth understanding of market growth rates, forecasted demand, competitors, and potential barriers to entry.

• When entering a foreign market make sure you know the country’s history, the proper way to greet someone, the ordinary times for lunch (or prayer in many African, Asian and Middle-Eastern countries). Make sure you are communicating with them in the expected way within their society — e.g: with the appropriate salutation.)

• Assess Internal Capabilities: Much of your decision on how to enter a new market (build, buy, or partner) is driven by an internal capabilities assessment. During this stage, you should ask yourself questions like: How much of our core competencies can we leverage? Do we have sales channels/infrastructure/relationships in place? What time-to-market

Action points

2015

11

• And now you have to Answer questions like: Are there gaps in this marketplace that we can fill (and do so better than our competitors)? What value do we deliver to this market and how much are they willing to pay for it?

• And then you'll want to determine the appropriate level of investment through a series of acquisitions .The key steps here are to develop the business plan, case for investment, and implementation work plan, including owners, timelines, tasks, and key milestones to enter.

Action points

2015

12