due to weak domestic deand that there is in these moment in spain the vienna restaurants are considering the possibility of establishing a first resstaurant location abroad, in the center of paris, france.
you are a marketing consultant hired by vienna restaurants and you have been commissioned to undertake the marketing plan. vienna restaurants provides the following initial information:
1. the corporate website of vienna restaurants
2. an article in the vanguard
3. a location map of the center of paris in the area where you want to install the restaurant with the main components of fast-food.
Task
taking into account all the information available through the corporate website, the article of the vanguard and the web location of the center of paris and of the competitors in the area, please answer the following questions:
1. what aspect of the framework-environment is necessary to analyze? does the article mention any of the information provided?
2. what aspects of the micro-environment will need to be studied? does any appointment in the information available?
3. what is the internal analysis that you can make? what are the strenghts and weaknesses?
4. what segmentation criteria you would be considered for further analysis?
5. is teh target audience in paris the same as in spain or is there another? do you consider teh proper target audience chosen for barcelona?
6.what the positioning of vienna, is it the same as McDonald’s or kentucky fried chicken? and what about subway? in the event taht is different, how is it different? how would you advise that outside in paris?
7. what would be teh entry strategy advised? does best with own shop or with franchise? evaluate the two options. Is it true that franchise can be controlled with worse quality?
8. choosing a target audience , determine teh marketing mix. what do you think you will need to make changes regarding to what is being done in spain?
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