HUMMUS BAR: DI PPING I NTO I NTERNATIONAL MARKETS

Submitted by:
Hari Padmakumar Jijo Francis

Navtej Singh Sran

Case 1

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.

HUMMUS BAR
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.

WHAT IS HUMMUS??!!!!
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.

MARKET RESEARCH

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.

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.

MARKET ANALYSIS
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.

Socio-cultural factors:

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.

SWOT ANALYSIS
Strength
High quality food
Variety food items Low cost Loyal customers

Weakness
Low brand awareness
High competition Less investments

Case 1

Opportunities
Rapid growth in hummus market Fresh & healthy fast food Increase brand awareness

Threats
Threat of over -competition while market expansion Possibility of failure in attracting trust and interest

MARKETING PLAN:

Target market :

Age between 18 and 40yrs Healthy and quick food Vegans Women customers

Marketing Mix:

Product: Cheap due to local preparation of hummus dishes. Hummus bar 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.

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.