Date post: | 04-Jun-2018 |
Category: |
Documents |
Upload: | jijo-francis |
View: | 218 times |
Download: | 0 times |
of 12
8/14/2019 hummus_bar
1/12
H U M M U S B A R D I P P I N G I N T OI N T E R N A T I O N A L M A R K E T S
Submitted by:
Hari Padmakumar
Jijo Francis
Navtej Singh Sran
Case 1
8/14/2019 hummus_bar
2/12
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.
8/14/2019 hummus_bar
3/12
HUMMUSBAR
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.
8/14/2019 hummus_bar
4/12
WHATISHUMMUS??!!!!
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.
8/14/2019 hummus_bar
5/12
MARKETRESEARCH
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.
8/14/2019 hummus_bar
6/12
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.
8/14/2019 hummus_bar
7/12
MARKETANALYSIS
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.
8/14/2019 hummus_bar
8/12
Socio-culturalfactors:
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.
8/14/2019 hummus_bar
9/12
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 inattracting trust and interest
Case1
8/14/2019 hummus_bar
10/12
MARKETINGPLAN:
Target market :
Age between 18 and 40yrs
Healthy and quick food
Vegans
Women customers
8/14/2019 hummus_bar
11/12
Marketing Mix:
Product: Cheap due to local preparation of hummus dishes. Hummusbar 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.
8/14/2019 hummus_bar
12/12
SUMMARY
Its 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.