Executive Summary
Different cultures have different ways of expressing their culture and going international is one of the ways in which they can market themselves. Our company is targeting to market different cultures amongst other cultures and consequently going international is one of the ways of going about this. Our company plans to do this by partnering with various food restaurants so as to franchise foods in various cultures. This will require a lot of time, resources and planning to bring this out. Some of the countries that we plan to cover, starting with our own county include Austria, Belgium, Cyprus, Czech Republic, Denmark, Finland, France and Georgia. The plan is to involve different chefs from different countries so as to offer their skills in the established facilities. Depending on the amount of resources and skills required, the profit margins will be shared according to each person’s contribution. In order to market the business, as far as possible the marketing plan is to engage in more online marketing to capture more potential clients across the divide.
The market description
Currently, there is a lot of competition from other competing sectors offering foods for various cultures. Most of these restaurants offer foods, but they do not offer different foods from different cultures under the same roof. This is where our organization comes in to fill the gaps in this hypercompetitive and diverse environment. People are constantly looking for something new and eating is one of the ways in which they can relax as they adventure. By bringing all the adventure under the same roof, it allows for much ease when looking for ways of doing something new thus is bound to attract more customers. This is what makes the business new and unique. Competition comes in when other food joints will offer similar foods at competitive prices and far much better services (Blenkhorn & Fleisher, 2005).
This means that there will have to be more work and incentives offered do as to attract more customers and maintain their loyalty.
However, the difference in the regional legal processes will require that all the potential risks are taken into consideration. The population of each of these countries and the location of the franchises will determine the size of the market. Some countries embrace their cultures while others do not market themselves and they tend to concentrate more on western culture. This presents itself as a challenge since it will take a lot of time to make the people realize and value their own culture. This kind of business is too involving from the amount of labor required to the skills and financial support required. Establishing a business in a different company requires that one is very much informed about the area in which they are to operate and this calls for expertise. Hiring chefs for their skills means that more money will have to be invested to pay their skills. Similarly, the fact that different cultures believe in their culture and they would appreciate other cultures does not necessarily imply that they will embrace other people’s culture. It presents itself as a risk given the fact that there is no surety that the business will be given the attention that it deserves in terms of the customer curiosity or exploration (Blenkhorn & Fleisher, 2005).
This will require that the marketing strategy that will be applied by all the facilities in operation includes all the potential clients. Marketing will require that all the businesses market themselves from the company’s website, but they can also do it from their respective websites or through face to face marketing. Regional marketing is even better since it allows the marketers to market themselves while at the same time getting the opinions of those they market themselves to, real time. Given the fact that the food industry is a booming business in the majority of the countries, there will be a need for a company to be very aggressive in its marketing efforts.
References
Blenkhorn, D. L., & Fleisher, C. S. (2005). Competitive intelligence and global business. Westport, CT: Praeger Publishers.
