Quim Giralt 
Mira Hautamäki 
Julian Hüner 
Adom Issahakian 
Laura Sans 
Mateo Torres 
International Marketing 
IQS 
MAY 20...
INDEX 
Company 
Analysis 
Country 
Screening and 
PESTLE 
Competitor 
Analysis 
Cultural 
Analysis and 
Segmentation 
Mark...
Introduction 
2000, Huelva 3
Introduction 
4
Company Analysis 
5
SWOT Analysis 
STRENGHTS WEAKNESSES 
• High quality products 
• Low prices 
• Conviviality 
• Very large choice 
• Promoti...
Marketing Analysis 
Product Price Place 
• 5 types of products : 
Montaditos, Drinks, Sides, 
Salads and Desserts 
• High ...
Porter’s five forces 
• Medium 
• Easy access market 
and low entrance cost 
for startups 
• Hard to be successful 
• High...
Expansion Analysis 
9
Country Screening 
1st step: most important criteria 
1. 
Fast Food consumption 
2. 
Beer consumption 
3. 
Bread consumpti...
Fast Food Consumption 
Points 40% 
Canada 20 8 
United Kingdom 19 7,6 
South Corea 18 7,2 
Japan 17 6,8 
Austria 16 6,4 
G...
Beer Consumption 
Points 30% 
Czech Republic 20 6 
Austria 19 5,7 
Germany 18 5,4 
Estonia 17 5,1 
Poland 16 4,8 
Ireland ...
Bread Consumption 
Points 30% 
Japan 20 6 
Germany 19 5,7 
Canada 18 5,4 
Switzerland 17 5,1 
France 16 4,8 
Hongkong 15 4...
Result 
1Germany 17,1 
2Canada 13,4 
3Japan 12,8 
4Austria 12,1 
5United Kingdom 11,8 
2nd step: further analysis of our t...
Demography 30% 
• Target customers: population between 15- 
54y 
15-24y: 40% 25-54y: 60% 
• Focus on adult male population...
Rank Population 15-54y Points 
1China 20 
2India 19 
3Indonesia 18 
4Pakistan 16,7 
5Brazil 16,3 
6Nigeria 14,7 
7Banglade...
Rank Households Number 
1 India 192,671,808 
2 Brazil 57,324,167 
3 Russia 52,711,375 
4 Japan 49,062,530 
5 Germany 40,07...
Rank Urban Population Number 
1China 711,820,000 
2 India 405,145,300 
3 Brazil 160,879,708 
4 Indonesia 122,824,688 
5 Ja...
Demography Result 
1Japan 
2Germany 
3United Kingdom 
4Canada 
5Austria 
19
Economy 30% 
• GDP, GDP per capita 
• GINI 
• Inflation 
20
RankGDP Number 
1 China 8,358,400 
2 Japan 5,960,180 
3 Germany 3,425,956 
4 United Kingdom 2,471,600 
5 Brazil 2,254,109 ...
Rank GDP per capita Number 
1 Qatar 98,814 
2 Luxembourg 78,67 
3 Singapore 64,584 
4 Norway 54,947 
5 Brunei 53,431 
6 Ho...
Rank GINI Index Number 
1Dänemark 28,1 
2Japan 24,9 
3Schweden 24,8 
4Belgien 26,5 
5Tschechien 25,4 
6Norwegen 25,8 
7Slo...
Inflation 
0,1% Japan 
1,7% United Kingdom 
1,8% Canada 
2% Germany 
2,3% Austria 
Inflation in Japan too low, but in 01/1...
Economy Result 
1Germany 
2Japan 
3United Kingdom 
4Canada 
4Austria 
25
Consumption 30% 
• Consumer Spending 
 Household final consumption expenditure (50%) 
 Household final consumption expen...
Household final consumption 
expenditure Number 
1 Japan 2,952,710 
2 Germany 1,960,230 
3 China 1,835,280 
4 United Kingd...
Household consumption 
expenditure capita Number 
1 United Arab Emirates 34,561 
2 Switzerland 26,47 
3 Luxembourg 26,097 ...
Rank Food Expenditure per capita 
1Norway 
2Switzerland 
3Japan 
4Greece 
5Australia 
6France 
7Denmark 
8Sweden 
9Finland...
Greendex 
1Germany 51,5 
2UK 49,4 
3Canda 47,9 
4Japan 48,5 
-Austria no data 
30
Consumption Result 
1Japan 
2Germany 
3United Kingdom 
4Canada 
5Austria 
31
Society 10% 
• Quality of Life Index (50%) 
• Median wealth per country (50%) 
32
Rank Quality of Life Index Number 
1Switzerland 206.23 
2Germany 192.69 
3Sweden 180.92 
4Finland 178.88 
5Denmark 178.55 ...
Rank Middle Class (Median Wealth per Country) 
1Australia 
2Japan 
3UK 
4Switzerland 
5Ireland 
6Canada 
7Norway 
8Finland...
Society Result 
1Canada 
2Japan 
3Germany 
4United Kingdom 
5Austria 
35
FINAL Result 
1Japan 4,6 
2Germany 4,2 
3United Kingdom 2,9 
4Canada 2,3 
5Austria 1,3 
Japan or Germany? 
36
Cultural Dimensions 
37
Economic Situation 
• Difficult in Japan, stabile in Germany 
• Consumer Confidence 
38
Germany 
What are the reasons for this decision? 39
Reasons for Germany 
Top 3 reasons 
• First in our main criteria, especially beer 
consumption 
• Company strategy: Focus ...
Reasons for Germany 
Number of students in Germany is increasing 
41
Reasons for Germany 
Immigration fromSpain to Germany is 
increasing 
42
Reasons for Germany 
43 
Country 
EASE OF DOING 
BUSINESS 
Germany 21 
Japan 27 
http://espanol.doingbusiness.org/rankings
PESTEL Analysis 
44
Politics 
• Government type: Federal Republic 
• Chancellor: Angela Merkel 
• 12th least corrupt 
• From 2015: minimum sal...
Economy 
• 13th biggest working force worldwide 
• Best performing country in EU during the crisis 
• 14th Prosperity Inde...
Social 
• Social trend: Healthy and ecological lifestyle 
caused in the demographic: the German 
population ageing conside...
Social 
48
Social 
French fries 2nd, Sandwich 3rd 
49
Technology 
• High technological standards 
• One of the most important startup, new 
economy countries 
• Internet users:...
Environment 
• 9th in the Greendex 
• Environmental Performance Index: 17th 
• Turnaround in energy policy  increasing co...
Legeslative 
• In surveys on political and legal stability 
foreign investors put Germany on second 
rank 
• legal stabili...
Competitor Analysis 
Four main categories: 
1. Fast food restaurants 
2. Pubs 
3. Refectory and cafeteria inside the Unive...
Fast food Restaurants 
Number of 
currently 
operating 
Outlets 
40 
30 
20 
10 
0 
Average 
Price for a 
meal 
Revenues i...
Pubs 
100 Montaditos Pubs 
• Stable and customary 
clientele (25 – 55 years 
old) 
• Typical German food 
• Beer 
• Medium...
Refectory and Cafeteria 
100 Montaditos 
• Young people especially 
students 
• Spanish food 
• High quality of food 
• Ne...
Beer factory/Brewery 
Competitive landscape 
• over 1,300 breweries 
• more than 40 companies 
• over 8 million litres in ...
Beer factory/Brewery 
100 Montaditos 
• Young people 
especially students 
• Local beer 
• Economy of scale with 
our supp...
Competition Matrix 
59
Cultural differences - 
Hofstede’s cultural dimensions 
Spanish culture 
• Collectivist 
• Middle power distance 
• In the...
Cultural differences 
61
Market Segmentation 
62
Segmentation 
M 8.818.453 
F 8.545.488 
MIDDLECLASS 32.556.734 
URBAN 56.132.300 
GERMANY 80.209.997 
63 
22% 17.363.942
Market Entry: MK Mix 
64
Place 
Source: www.populationlabs.com 
65
Place Munich 
66
Price 
GDP per capita 
29.851 $ 
GDP per capita 
42.597 $ 
40% more 
67
Promotion 
Word of mouth 
68
People 
Culture 
Employees 
69
Process 
• A few opening in the most populated cities 
- Mall’s 
- Centric zones 
- Business areas 
- Tourism areas 
• Fra...
Product 
• Same packaging 
• Some new differents flavours 
• Some new differents extras 
• Partner with a local company be...
Our positioning: 
• Quality products 
• Large variety of ingredients 
• Nice enviroment 
• Cold beer 
• Affordable for eve...
Recommendations 
Product diversification (not only montaditos) 
Keep on expanding in different 
countries instead of expan...
Thank You!74
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100 Montaditos international marketing strategy

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This is a PowerPoint presentation of our group in the international marketing class taught by Marsal Gifra. We had to pick a company and develop a strategy to enter a new market. After weighing the pros and cons of our top 20 countries we finally chose Germany as best market for the fast food company 100 Montaditos.

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100 Montaditos international marketing strategy

  1. 1. Quim Giralt Mira Hautamäki Julian Hüner Adom Issahakian Laura Sans Mateo Torres International Marketing IQS MAY 2014
  2. 2. INDEX Company Analysis Country Screening and PESTLE Competitor Analysis Cultural Analysis and Segmentation Market Entry 2
  3. 3. Introduction 2000, Huelva 3
  4. 4. Introduction 4
  5. 5. Company Analysis 5
  6. 6. SWOT Analysis STRENGHTS WEAKNESSES • High quality products • Low prices • Conviviality • Very large choice • Promotions • Product differentiation • Often full on promotion days • Don’t offer free wifi • Don’t have a powerful brand image OPPORTUNITIES THREATS • High level of competition • Negative image of fast foods in general • New entrants • Economic crisis • New products • Expand internationally SWOT Analysis 6
  7. 7. Marketing Analysis Product Price Place • 5 types of products : Montaditos, Drinks, Sides, Salads and Desserts • High quality products • Montaditos : 1-2€ • Sides : 2€ • Salads : 3.50€ • Drinks : 1-2€ • Desserts : 1-2€ • 212 restaurants in Spain • 30 restaurants abroad in the USA (13), Mexico (12), Colombia (2), Chile, Italy and Portugal Promotion People Performance • Offline with advertisements, posters for their promotions • Online with Social networks and webpage • Young people between 16-30 • Working people • Tourists • Net income in 2013 : 5.971.427€ • Goal : 500 restaurants in 2015 7
  8. 8. Porter’s five forces • Medium • Easy access market and low entrance cost for startups • Hard to be successful • High • Other fast foods, restaurants, school cafeterias, PUB’s … • Medium • Ingredients used are not low in supply • But only 3 suppliers • Medium • Unique Concept at low prices • Easy to substitute • High • Large industry size • Very competitive 8
  9. 9. Expansion Analysis 9
  10. 10. Country Screening 1st step: most important criteria 1. Fast Food consumption 2. Beer consumption 3. Bread consumption 10
  11. 11. Fast Food Consumption Points 40% Canada 20 8 United Kingdom 19 7,6 South Corea 18 7,2 Japan 17 6,8 Austria 16 6,4 Germany 15 6 Switzerland 14 5,6 Sweden 13 5,2 11
  12. 12. Beer Consumption Points 30% Czech Republic 20 6 Austria 19 5,7 Germany 18 5,4 Estonia 17 5,1 Poland 16 4,8 Ireland 15 4,5 Croatia 14 4,2 Venezuela 13 3,9 12
  13. 13. Bread Consumption Points 30% Japan 20 6 Germany 19 5,7 Canada 18 5,4 Switzerland 17 5,1 France 16 4,8 Hongkong 15 4,5 UK 14 4,2 Australia 13 3,9 13
  14. 14. Result 1Germany 17,1 2Canada 13,4 3Japan 12,8 4Austria 12,1 5United Kingdom 11,8 2nd step: further analysis of our top 5 14
  15. 15. Demography 30% • Target customers: population between 15- 54y 15-24y: 40% 25-54y: 60% • Focus on adult male population male: 70% female: 30% • Urban population • Households 15
  16. 16. Rank Population 15-54y Points 1China 20 2India 19 3Indonesia 18 4Pakistan 16,7 5Brazil 16,3 6Nigeria 14,7 7Bangladesh 14,3 8Russia 13 9Philippines 12 10Vietnam 10 11Japan 10 12Iran 9 13Turkey 7,3 14Ethiopia 6,5 15Egypt 6,3 16Germany 5,3 17Thailand 4,3 18Congo, 3,3 19United Kingdom 2 20Burma 0,7 Japan 11th, Germany 16th, UK 19th 16
  17. 17. Rank Households Number 1 India 192,671,808 2 Brazil 57,324,167 3 Russia 52,711,375 4 Japan 49,062,530 5 Germany 40,076,000 United 6 Kingdom 25,691,000 7 Vietnam 22,444,322 8 Philippines 18,539,769 9 Turkey 17,794,238 10 Iran 17,352,686 11 Ukraine 17,199,000 12 Korea, South 15,887,128 13 Ethiopia 15,634,304 14 Poland 13,337,040 15 Canada 12,437,470 16 Argentina 12,171,675 17 South Africa 11,205,705 18 Romania 7,320,202 19 Netherlands 7,242,202 20 Peru 6,754,074 Japan 4th, Germany 5th, UK 6th 17
  18. 18. Rank Urban Population Number 1China 711,820,000 2 India 405,145,300 3 Brazil 160,879,708 4 Indonesia 122,824,688 5 Japan 116,486,531 6 Russia 102,705,300 7 Philippines 77,610,181 8 Nigeria 64,009,394 9 Pakistan 60,484,799 10 Germany 56,132,300 11 United Kingdom 56,105,091 12 Turkey 51,672,518 13 South Korea 46,381,918 14 Iran 46,368,984 15 Argentina 37,705,099 16 Egypt 35,935,354 17 Colombia 35,332,746 Japan 5th, Germany 10th , UK 11th 18
  19. 19. Demography Result 1Japan 2Germany 3United Kingdom 4Canada 5Austria 19
  20. 20. Economy 30% • GDP, GDP per capita • GINI • Inflation 20
  21. 21. RankGDP Number 1 China 8,358,400 2 Japan 5,960,180 3 Germany 3,425,956 4 United Kingdom 2,471,600 5 Brazil 2,254,109 6 Russia 2,029,812 7 India 1,875,213 8 Canada 1,821,445 9 Australia 1,564,419 10 South Korea 1,129,598 11 Indonesia 878,043 12 Netherlands 800,535 13 Turkey 788,299 14 Saudi Arabia 711,05 15 Switzerland 631,183 16 Iran 551,588 17 Sweden 523,804 18 Norway 499,667 19 Poland 489,852 20 Belgium 483,402 Japan 2nd, Germany 3rd, UK 4th, Canada 8th 21
  22. 22. Rank GDP per capita Number 1 Qatar 98,814 2 Luxembourg 78,67 3 Singapore 64,584 4 Norway 54,947 5 Brunei 53,431 6 Hong Kong 52,722 7 Switzerland 46,43 8 San Marino 44,48 9 Canada 43,472 10 Australia 43,073 11 Austria 42,597 12 Netherlands 41,711 13 Sweden 41,188 14 Iceland 41 15 Germany 40,007 16 Taiwan 39,767 17 Kuwait 39,706 18 Ireland 39,547 19 Denmark 37,9 20 Belgium 37,881 Canada 9th, Austria 11th, Germany 15th 22
  23. 23. Rank GINI Index Number 1Dänemark 28,1 2Japan 24,9 3Schweden 24,8 4Belgien 26,5 5Tschechien 25,4 6Norwegen 25,8 7Slowakei 25,8 8Österreich 26 9Bosnien und Herzegowina 26,2 10Usbekistan 26,8 11Finnland 26,9 12Ungarn 26,9 13Mazedonien 28,2 14Albanien 28,2 15Deutschland 28,3 16Slowenien 28,4 17Ruanda 28,9 18Kroatien 29 19Ukraine 31 20Äthiopien 30 Japan 2nd, Austria 8th, Germany 15th 23
  24. 24. Inflation 0,1% Japan 1,7% United Kingdom 1,8% Canada 2% Germany 2,3% Austria Inflation in Japan too low, but in 01/14 increased: 1,3% 24
  25. 25. Economy Result 1Germany 2Japan 3United Kingdom 4Canada 4Austria 25
  26. 26. Consumption 30% • Consumer Spending  Household final consumption expenditure (50%)  Household final consumption expenditure capita (20%) • Food Expenditures per capita (20%) • Greendex Index (10%) 26
  27. 27. Household final consumption expenditure Number 1 Japan 2,952,710 2 Germany 1,960,230 3 China 1,835,280 4 United Kingdom 1,415,350 5 Brazil 1,266,270 6 Canada 786,22 7 India 737,936 8 Russia 671,629 9 Australia 564,993 10 South Korea 452,182 11 Turkey 439,678 12 Netherlands 364,781 13 Argentina 316,73 14 Switzerland 285,311 15 Poland 263,048 16 Belgium 246,983 17 Greece 242,266 18 Malaysia 209,194 19 Austria 206,998 Rank Japan 210stN, oGrweraymany 2nd, UK 4th, Canada19 68t,0h,6 4Austria 19th 27
  28. 28. Household consumption expenditure capita Number 1 United Arab Emirates 34,561 2 Switzerland 26,47 3 Luxembourg 26,097 4 Hong Kong 24,491 5 Norway 23,122 6 Australia 22,747 7 Austria 22,413 8 United Kingdom 22,376 9 Canada 22,041 10 Germany 21,642 11 Cyprus 19,733 12 Belgium 19,491 13 Finland 19,182 14 Sweden 19,037 15 Japan 18,492 16 Netherlands 18,429 17 Denmark 18,03 18 Ireland 17,869 19 Iceland 17,718 Rank Austria20 6Gthr,e eUceK 8th, Canada 9th, Germ17a,6n7y5 10th, Japan 15th, 28
  29. 29. Rank Food Expenditure per capita 1Norway 2Switzerland 3Japan 4Greece 5Australia 6France 7Denmark 8Sweden 9Finland 10New Zeland 11Israel 12Austria 13Belgium 14Canada 15Taiwan 16Holand 17Germany 18Hong Kong 19Ireland 20Venezuela Japan 3rd, Austria 12th, Canada 14th, Germany 17th, UK 21st 29
  30. 30. Greendex 1Germany 51,5 2UK 49,4 3Canda 47,9 4Japan 48,5 -Austria no data 30
  31. 31. Consumption Result 1Japan 2Germany 3United Kingdom 4Canada 5Austria 31
  32. 32. Society 10% • Quality of Life Index (50%) • Median wealth per country (50%) 32
  33. 33. Rank Quality of Life Index Number 1Switzerland 206.23 2Germany 192.69 3Sweden 180.92 4Finland 178.88 5Denmark 178.55 6Canada 178.29 7Australia 175.98 8United Arab Emirates 173.27 9Austria 171.82 10New Zealand 168.56 11Japan 168.47 12Norway 168.41 13Netherlands 160.98 14United Kingdom 150.97 15Estonia 145.40 16Ireland 142.35 17Kuwait 141.37 18Saudi Arabia 139.88 19Belgium 134.71 20Slovenia 125.56 Germany 2nd, Canada 6th, Austria 9th, Japan 11th, UK 14th 33
  34. 34. Rank Middle Class (Median Wealth per Country) 1Australia 2Japan 3UK 4Switzerland 5Ireland 6Canada 7Norway 8Finland 9Spain 10New Zealand 11Netherlands 12Isreal 13China, Taiwan 14Germany 15Sweden 16Denmark Japan 2nd, UK 3th, Canada 6th, Germany 14th, 34
  35. 35. Society Result 1Canada 2Japan 3Germany 4United Kingdom 5Austria 35
  36. 36. FINAL Result 1Japan 4,6 2Germany 4,2 3United Kingdom 2,9 4Canada 2,3 5Austria 1,3 Japan or Germany? 36
  37. 37. Cultural Dimensions 37
  38. 38. Economic Situation • Difficult in Japan, stabile in Germany • Consumer Confidence 38
  39. 39. Germany What are the reasons for this decision? 39
  40. 40. Reasons for Germany Top 3 reasons • First in our main criteria, especially beer consumption • Company strategy: Focus on Europe • 2nd biggest trading partner of Spain 40
  41. 41. Reasons for Germany Number of students in Germany is increasing 41
  42. 42. Reasons for Germany Immigration fromSpain to Germany is increasing 42
  43. 43. Reasons for Germany 43 Country EASE OF DOING BUSINESS Germany 21 Japan 27 http://espanol.doingbusiness.org/rankings
  44. 44. PESTEL Analysis 44
  45. 45. Politics • Government type: Federal Republic • Chancellor: Angela Merkel • 12th least corrupt • From 2015: minimum salary of 8,50€/h • Politics call for stricter hygiene laws Politically stabile, minimum wage might be a threat 45
  46. 46. Economy • 13th biggest working force worldwide • Best performing country in EU during the crisis • 14th Prosperity Index • GDP grows slowly but stabile Fast Food market growth of 2% (2012), market size €10-11 billion Opportunity: good economic situation, opponents are in a crisis 46
  47. 47. Social • Social trend: Healthy and ecological lifestyle caused in the demographic: the German population ageing considerably. • Largest consumption of Bread in EU. 84kg per year per capita • 6th in Global Competitiveness Report • 21st in the Ease of Doing Business High social welfare, largest consumption of Bread Threat: Image of an unhealthy brand  Rebranding. Focus on healthy 47 food
  48. 48. Social 48
  49. 49. Social French fries 2nd, Sandwich 3rd 49
  50. 50. Technology • High technological standards • One of the most important startup, new economy countries • Internet users: 68 Million • Railway network: 41.000 km length (#6 world) One of the best infrastructures worldwide Threat: delivery food startups (delivery hero, lieferheld) are growing  100M App?! 50
  51. 51. Environment • 9th in the Greendex • Environmental Performance Index: 17th • Turnaround in energy policy  increasing cost of energy • High environmental awareness 51
  52. 52. Legeslative • In surveys on political and legal stability foreign investors put Germany on second rank • legal stability attracts foreign companies and benefits entrepreneurial activities in Germany 52
  53. 53. Competitor Analysis Four main categories: 1. Fast food restaurants 2. Pubs 3. Refectory and cafeteria inside the Universities 4. Brewery 53
  54. 54. Fast food Restaurants Number of currently operating Outlets 40 30 20 10 0 Average Price for a meal Revenues in billion $ Quality (from 0 to opening hours 5) McDonalds Burger King KFC Subway Nordsees delivery hero chipotle 100 montaditos • McDonalds • Burger King • KFC • Subway • Nordsee • Delivery hero • Chipotle Factors Utilized Ranking (from0 to 5) Number of currently 3 operating outlets Average price for a meal 4 Revenue 2 Operating hours 4 Quality 5 54
  55. 55. Pubs 100 Montaditos Pubs • Stable and customary clientele (25 – 55 years old) • Typical German food • Beer • Medium to high quality of food • Located all over the country • Local distributor • Young people especially students • Spanish food • Beer • High quality of food • Near university or academy • No local distrubutor 55
  56. 56. Refectory and Cafeteria 100 Montaditos • Young people especially students • Spanish food • High quality of food • Near university or academy • Fix price/ No discounts • No Local distributor Refectory or cafeteria inside university • Students • International food • Medium quality • Inside the university/campus • Incentives or meal plan • No local distributor 56
  57. 57. Beer factory/Brewery Competitive landscape • over 1,300 breweries • more than 40 companies • over 8 million litres in terms of volume sales Best selling beers: 1. Oettinger 2. Krombacher 3. Bitburger 4. Beck’s 5. Warsteiner 6. Hasseröder 7. Veltins 8. Paulaner 9. Radeberger 6 4 2 Output in Million Output in Million 0 10. Erdinger 57
  58. 58. Beer factory/Brewery 100 Montaditos • Young people especially students • Local beer • Economy of scale with our supplier • Local distributor/partnershi p with an already affirmed Brewery Breweries • Wide range of population • Beer • Produce locally 58
  59. 59. Competition Matrix 59
  60. 60. Cultural differences - Hofstede’s cultural dimensions Spanish culture • Collectivist • Middle power distance • In the middle of masculinity and feminity • High uncertainty avoidance • Normative • Restrained German culture • Individualistic • Low power distance • Masculinity • High uncertainty avoidance • Pragmatic • Restrained 60
  61. 61. Cultural differences 61
  62. 62. Market Segmentation 62
  63. 63. Segmentation M 8.818.453 F 8.545.488 MIDDLECLASS 32.556.734 URBAN 56.132.300 GERMANY 80.209.997 63 22% 17.363.942
  64. 64. Market Entry: MK Mix 64
  65. 65. Place Source: www.populationlabs.com 65
  66. 66. Place Munich 66
  67. 67. Price GDP per capita 29.851 $ GDP per capita 42.597 $ 40% more 67
  68. 68. Promotion Word of mouth 68
  69. 69. People Culture Employees 69
  70. 70. Process • A few opening in the most populated cities - Mall’s - Centric zones - Business areas - Tourism areas • Franchising 70
  71. 71. Product • Same packaging • Some new differents flavours • Some new differents extras • Partner with a local company beer • Same furniture inside the establisment 71
  72. 72. Our positioning: • Quality products • Large variety of ingredients • Nice enviroment • Cold beer • Affordable for everybody 72 Physicall enviroment
  73. 73. Recommendations Product diversification (not only montaditos) Keep on expanding in different countries instead of expanding in the ones they already are in Work on brand image and how to have loyal consumers
  74. 74. Thank You!74

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