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Prepared By
Md Ifthakharul Alam
Nagendra Koirala
Faisal
ABOUT OPORTO
Established in 1986
Founder- Antonio Cerqueira
Over 140+ stores in operation in the world
Only in Australia, New Zealand, the U. K and
the U .S).
COUNTRY FACTOR ANALYSIS
REASONS TO EXPAND OPORTO IN INDIA
India’s growing economy
Increase in the fast working population
Changing lifestyle and spending habits
Economic factors
Benefits:
Due to their growing economic status, purchasing powers have increase
for fast-food.
Due to busy lifestyle, trend of going to favourite restaurant is increasing.
Cost:
Initial cost will be higher.
Higher competitions among other multinational fast food restaurants
Risk:
Due to frequent changing of interest rate, currency exchange rate can
affect the business of Oporto.
Pressure to reduce the price of the product
LEGAL FACTORS
Benefits:
Gives them better control for Oporto over management of the
organization
New Export-Import Policy provides substantial tax incentives for
investments in Export.
Costs:
Many Fast food companies prefer to have their own setup in India so
high competitors for Oporto.
Indian law enforcement is weak
Risk:
Frequent change of law can affect the business.
Double tax
POLITICAL FACTORS
Benefits
Stability of the government
Trade policies
Costs:
Laws of different governments and judicial systems might
conflict.
Indian politics is tough and dirty
Risks:
Number of parties has states control with insignificant
presence at national level.
SOCIAL AND CULTURAL FACTORS
Benefits:
Indian community like spicy food like spicy Bondi burger.
Chicken product is culturally accepted
Costs:
Some culture doesn’t eat chicken products.
Business that sells a lot of junk and unhealthy food and the
nation is becoming more health conscious
Language barrier.
Risks:
Racism
Vandalism
RELIGIOUS FACTOR
Benefits:
Chicken product and most of Oporto product is religiously accepted.
Majority of religion prefer chicken product and burger.
Costs:
Eating chicken is forbidden in some Hinduism
Conservative thinking about fast food restaurant.
Risks:
Franchise may not order any beef due to the lack of demand so
business deficit.
Shutting down of meat restaurant on Tuesday, can attribute to high
loss.
Market analysis for OPORTO in India
Market Segmentation
Demographical: Basis of the income factors
Behaviour: Basis of quality, taste and price
Geographical: On the basis of areas: urban and suburban
Psychological: Influences customer buying behaviour
Target Market Strategy
Targeting the youth of 15-25 years
Cities areas where people have high income and busy
Workers in the boutiques and shopping malls
Comparative advantages for OPORTO
Its unique dipping sauce concept
Spicy burgers and chickens with piripiri sauce.
Its friendly staff gives the atmosphere energy and
an enthusiastic air, which makes the restaurant fun,
reflecting the company’s culture and target market
OPORTO’S SWOT ANALYSIS
Strength of OPORTO:
quality of food is a key strength to
Weakness:
Oporto
i n c r e a si n g p r i c e c o m p e ti t i o n
d r i v e n b y t o o m a n y competitors
Oporto serves the spices recipes
Lack of product innovation
which suits in Indian community
High employee turnover
Its unique dipping sauce
Lack of knowledge about their
customers
Opportunity:
Targeting to growing ethnic Indian
markets
Updating restaurants
Balanced menu
Threats:
International Exchange Rates
Health Trend away from fried foods
Changing customer’s demand
Oporto’s business strategy
Global standardization
Allows Oporto to sell a standardized product worldwide with
centralized control
Global customer satisfaction, lowest labour
weak pressures for local responsiveness
faster product development and coordinate activities
High competition
Lack of strong brand
Products
Burgers
Bondi Burger
Veggie burger
Oprego burger
Wraps
Chicken wraps
Veggie wraps
Chicken
Grilled breast chicken
Grilled whole chicken
Extras
Chips
Piripiri Sauce
Industry Characteristics
Fast food restaurants provide limited table service in India.
Customers order, pay and collect their food at the counter
instantly.
Food and beverages are served quickly after the order is
placed.
Food and beverages may be consumed at the premises or
“taken out”
Advantages of Oporto
Oporto Business is based on a proven idea.
Oporto is a recognized brand name and trade marks.
The franchisor gives the support.
Relationship with supplier
Bank Support
Exclusive rights in the territory
Disadvantages of Oporto
Costs
Restrictions
Might go out of business
Bad reputation
Difficult to sale
FDI in India
10th largest city in the world
Economy is the third largest
GDP of US $800.8 billion
GDP growth rate of 8.9%
Diverse work force
Opened FDI in the 90’s
Market Potential
Infrastructural hassles
Indian Bureaucracy
Diverse Market
Entry Strategies and Modes
“a method of doing business by which the franchisee is
granted the right to engage in offering, selling, or distributing
goods or services under a marketing format which is designed
by the franchisor. The franchisor permits the franchisee to use
the franchisor’s trademark, name, and advertising”
Which Type Franchise
Name and process franchise
Product franchise
Why Franchise
Less Risk
Researched investment
Know how skills
Proven business method
Better Training
Brand Name
Management facility
Develop business plan
Why not Joint-venture
Less risky than join-venture
Communication problem
Share the loss
Trust building problem
Political issue
“Joint venture model can be adopted in manufacturing
businesses but in retail outlets or food industry the
franchising is the best way to expand business”
Amoha Education
Marketing Strategy
Product
Piripiri Sauce
Unique packaging
Better quality
Hot and warm
Marketing Strategy (Con’t)
Place
East Delhi
Quality Outlet
Drive Through
Marketing Strategy (Con’t)
Price
Aus $4 for meal deal
Lunch Special
Family Deal
Marketing Strategy (Con’t)
Promotion
Logo
News paper ad
Radio Ad
Billboard
Web marketing (Coupon)