Mo'men Fast Food Chain Penetrating A New International Market

A. Situation analysis: Definition of company & product.

Mo’men is an Egyptian fast food chain, with branches all over Cairo, Alexandria and El Mansoura. The restaurant’s menu offers a selection of sandwiches, featuring mainly beef, chicken and seafood, in addition to an assortment of finger foods and side orders.

Mo’men is thinking of expanding internationally and is considering London, UK, for its new branch. The management needs to make a decision about the possibility of such a thing and how to proceed with the needed steps to make such a decision.

C. What kind of information do we need.

Generally, we need data to assess market potential and investment climate, as well as the risks and costs of operating in the UK market. The next step is to make an explicit evaluation of demand in the UK, specifically the London fast food market, which is important when considering initial market entry, because of the high costs and uncertainty associated with entering new markets. Consequently, the Mo’men management has to make an initial estimate of demand potential in the market.

Secondary data is particularly valuable in assess

- income, distribution of income

The quantitative conditions are secondary data, which can be obtained from

2. Secondary determinants of demand

Initially, Mo’men’s venture into the UK fast food market appears to be a profitable project, as according to recent statistics, this sector of the market is outperforming growth in the UK catering market as a whole, in addition to its increasing in value by 19.4% between the years 1998 and 2002. Another encouraging argument is the fact that the largest market sector, as well as the one with continual sales growth, is that of sandwiches, similar to the ones offered by Mo’men.

- age and/or gender distribution-tendency

Some topics in this essay:
Primary Data, Data Secondary, London UK, Initially Mo’men’s, El Mansoura, Consequently Mo’men, secondary data, Plan Situation, Mo’men Egyptian, determinants demand, research supplier, uk market, fast food, foreign research, foreign research supplier, fast food market, qualitative conditions, quantitative conditions, demand uk, home country,