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Daniel Heinsohn

What is Hummus Bar?

Hungary restaurants shows

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

Not happy customers

Healthy and vegetarian restaurant (most of its


locals)

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.

Right now HB has (ina difference of others


restaurants) good service but this could lost
There is no a clear model of Franchise
To be considered as a solution this needs to
be fixed inmediately

Franchise
model not
well
established

There is
no
employee
training

We need to
growth
Hungarian
market
stucked

Shows low potential in the future


(is very crowded with franchises)
However, the market has not
wholly covered and there are still
unattended customers

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

Mode: Joint Venture


(mitigate risks and
investments)
Place: Business rea
(high traffic)

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

Prevalence of dining out

City

0.15

10

11

Easy of doing business

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

GDP per capita

Median monthly disposable income


Unemployment rate

Expenditure of vegetarian foods per person


Expenditure of vegetarian foods per year
Weighted Score

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

Price Similar to Hungary (it is needed


a research)

Product Similar quality products but


special ingredients according Berlin

The most cool and


sexy healthy option
for us
Looking for customer experience every moment

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)

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