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Proposed market entry plan for Boston Market. Presented By: Bryan Kao Michelle Greco David Weaver Norton Suda Mao Uchikado Azusa Kurata. MGG 495. Presenter:. Agenda. Company background S creening and Selection of Country Target S egment in Selected Country

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proposed market entry plan for boston market

Proposed market entry plan forBoston Market

Presented By:

Bryan Kao

Michelle Greco

David Weaver

Norton Suda

Mao Uchikado

Azusa Kurata

MGG 495

Presenter:

agenda
Agenda

Company background

Screening and Selection of Country

Target Segment in Selected Country

Screening and Selection of Entry Modes

Implementation Issues

Recommendations and conclusion

Presenter:

company background
Company background

MISSIONS: TO CREATE AWESOME FOOD, SERVED QUICKLY BY WARM AND FRIENDLY PEOPLE!

  • In 1985 Boston Chicken was established by Arthur Cores and Steven Kolow. The first restaurant opens in Newton, Mass.
  • In 1995 Boston Chicken restaurants change their name to Boston Market
  • There are over 490 restaurants across the states.
  • Boston Market should plan for growth and survival by going international.

Presenter:

market segment and attractiveness
Market Segment and Attractiveness
  • Economy

-Hong Kong has one of the freest economy in the world

-taxes for franchising will be between 10-25%.

-High GDP/Capita and is rapidly growing

  • Population

-Hong Kong population of 15 years and older is 6,316,557.

-Premium western food is becoming popular with the younger middle

- Closer Economic Partnership Agreement provides easy expansion to mainland China

market segment and attractiveness1
Market Segment and Attractiveness
  • Cultural Acceptance
  • Eating out rather than cooking at home is growing in

popularity

  • Hong Kong is ranked 3rd in Poultry consumed per capita by country
  • Health consciousness is a growing trend and Boston Market caters to that
  • Provides quality food with quickly, courteously, and consistently
implementation issues
Implementation issues
  • Screening the franchisee
  • Drafting the franchise agreement
  • Choosing pilot location

Presenter:

recommendation conclusion
Recommendation & Conclusion
  • Selected Market: Hong Kong
  • Selected Entry Mode: Franchising

There is no specific legislation governing franchising operations in Hong Kong. There are no exchange controls, anti-trust laws, or foreign equity participation or local management participation regulations.

Presenter: