Nando International Marketing Planning--英国Essay代写范文

英国Essay代写范文:“International Marketing Planning”，这篇论文主要描述的是Nando是一件源于南非的国际连锁餐厅，主打的是集莫桑比克/葡萄牙风格的餐厅主题，这世界上30多个国家都有着自己的连锁分店，Nando在英国的分店受到了当地人的热烈欢迎，Nando食品的口味比较的丰富在加上其精准的商业模式和服务态度，使Nando逐渐的成为了英国最受欢迎的连锁餐厅。

Nando's is an international casual dining restaurant chain originating from South Africa, with a Mozambican/Portuguese theme. Founded in 1987, Nando's operates about 1,000 outlets in 30 countries,extremely popular in U.K.(Papadopoulos, N., &Heslop, L. A. 2014)

Nando's specializes in chicken dishes with lemon and herb, mango and lime, medium, hot, extra hot or extra hot peri-peri marinades (properly known as Galinha à Africana). In some countries, Nando's has other flavour options such as Mediterranean.In summary, Nando’s is famous for its unique flavor in England.（Roberts, R. E. 2014）

Its business model, chain shops, has served Nando’s well, as it has become the UK’s one of the most popular eating house, customers stand in a long long queue waiting for their favorite food. The chain shops format gives Nando’sangood and well-internal controlled enterprise imagine for the customers and abstract them come again. Source of competitive advantage is comprised of:

1. a great variety of chickens with different flavors.

2. chain-store operations make it Convenient for passerby(potential customers)

3. Brand management warrant Security of the eating house.

Country similarity theory suggests that most successful trade will take place betweencountries with more similar economic development, demand and culture (Minor, M. S. 2015). Having researched a number of possible countries, the market proposed forNando’s to expand into is Beijing, China. Modern Beijing’s citizens are typically favour efficiency andlogical processes do to the faster and faster life pace, which Nando’s offers. To fully analyze the City’sattractiveness, it is necessary to examine the marketing environment, whichcomprises the macroenvironment and microenvironment.（Czinkota, M., &Ronkainen, I. 2012）

1.2 Market Analysis of Beijing

1.2.1 Beijing’s Macro environment

The PESTLE framework is a model for analyzing the macroenvironment (see Figure 1)

Politic

Beijing is the second largest Chinese city by urban population, is the nation's political, cultural, and educational center. The Beijing government is open to foreign investment in restaurant industry with no additional advantages. The Beijing government in 2014 enacted a series of measurement to promote the development of foreign invested ventures. The Beijing police bureau provides the whole city a sound social security.

Since the president Xi ‘santicorruption policy enacted and implemented in 2014, the restaurant industry in Beijing is suffered badly. Many High-end high prices restaurant had to close down in a sudden. But Nando’s is not definiteitself as high-end high prices restaurant, we provide delicious food for those who like them any time. Customers who like it just come and enjoy it and no need to go together with folks who with complicated relationships with himself or herself. In summary this is a place of relax themselvesin stand of negotiating commercial agreement or developing political social relations.（Ali, J., &Nath, T. 2013).

Economic

Nando’s is marketing the fast food restaurantindustry and specialized in providing chicken oriented snacks. The area of the shop should not be too large and about 100 square meters is enough, with well decorated style inside is necessary.

Labor price in Beijing is cheap due to the abundant university students graduated every year who are will to take a part-time job or full time job in an western fast food restaurant that is similar to KFC and Mcdonald's.（Zheng, S., & Kahn, M. E. 2013）

Social

Beijing is an open market to western culture overall and completely open to foreign restaurant industry. Citizens consider eating in western restaurant as a kind of status of honor.

The aged population of Beijing is growing very fast, but the youngster are growing faster than that duo to the migrant from other province to seek for jobs. Yongsters are much more easy  to accept new things like Nando’s and they have the consumption impulse when pass along and smell the fragrance from Nando’s.(Jobber, D. 2010)

Technological

The technology requirement of our product is not a problem at all.( Carnegie, R., Wang, H., Widmar, N., & Ortega, D. 2014)

Legal

The Chinese government since 2014 treat foreign invested companiesequal  to native companies that is called series of tax preference to foreign invested companies.

Environment

Beijing has a rather dry, monsoon-influenced humid continental climate, characterized by hot, humid summers due to the East Asian monsoon, and generally cold, windy, dry winters that reflect the influence of the vast Siberian anticyclone.The weather make people would like to eat high-energy food like chicken which we provide. (Zhang, H. Q., Wu, W. W., & Wang, X. F.2014)

1.2.1 Beijing’s Microenvironment

Since the president Xi ‘santicorruption policy enacted and implemented in 2014, the restaurant industry in Beijing is suffered badly. Many High-end high prices restaurant had to close down in a sudden. But Nando’s is not definiteitselfas high-end high prices restaurant, we provide delicious food for those who like them any time. Customers who like it just come and enjoy it and no need to go together with folks who with complicated relationships with himself or herself.In summary this is a place of relax themselvesin stand of negotiating commercial agreement or developing political social relations.

In 2014, the total retail sales of social consumer goods of Beijingis about 909.81 billion yuan, an increase of 8.6% over the previous year.According to the consumption patterns, commodity retail sales of 838.51 billion yuan, up by 9.5%;Food and beverage revenue was 71.3 billion yuan, go down 0.8%. (Han, M., Guo, S., Chen, H., Ji, X., & Li, J.2014)

We estimate the Foreign invested food businesses will have a normal growth with the increased revenue of the citizen’s income steadily.(Zhang, H. Q., Wu, W. W., & Wang, X. F.2014)

1.3 Conclusion

Having analyzed the microenvironment and microenvironment, the findings can besummarised.Beijing provides Nando’s with a robust legal platform, developed infrastructure and alarge population of relatively affluent consumers who would have appetite to eating when pass by. Nando’s’ Chain store experience provides Beijing consumers withcompetitive prices which match the population’s price conscious attitude, and theability to pay in store.Convenient location will be key in the success of the venture though. Demonstrates how Beijing has been rated a highly attractive opportunity overall.

Strengths

- Unique but Various flavor attractappetite of greedyBeijing Citizens who pass by.

- Efficient product process makes cost low.

- Well established material purchase

Weaknesses

- Lack of knowledge of Beijing’s consumptioncharacteristics.

- Store size is middle but with great passengers flow.

- Little to no existing reputation in Beijing

Opportunities

- Growing demand for delicious and sanitaryeating house brands.

- Approximately 300,000 busy white collarswho probably like living in Beijing

-Climate in Beijing make people like Nando’s probably, cold weather makes people want supplement more high energy food.

Threats

- Intense competition from established restaurantcompetitors

- Various Chinese restaurant is always most popular in China.

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