Gpj Company: Fastest Fast Food Chain Restaurant In Guatemala

GRADUATION PROJECT (GPJ) AGREEMENT

Student details:

Name: Stephan Breeuwer

NAW/Student number: 307074

Telephone number: 0628623737

E-mail: [e-mail]

1. Project Partners

GPJ Company:

Name: Pollo Campero

Company Contact Person/Company supervisor:

Name: Confidential

E-mail: Confidential Short Description of GPJ Company:

Pollo Campero is the one of the biggest fast food chain restaurants in Guatemala and other countries in Central America like: El Salvador, Honduras, and Nicaragua. They are mainly focused in upscale fried chicken with a restaurant environment. The company has over 300 locations in many countries around the world. Other countries where the company is located, are: Spain, Costa Rica, Ecuador, India, Indonesia,

Project Details

Project Title:

Market Entry Strategy

Project Description:

Pollo Campero is looking to expand to new markets; currently they are doing research in order to find other countries in which they can enter. In Europe they operate in only 2 countries, which are Italy and Spain. They want to increase market share in Europe with a special focus on The Netherlands. The main job is to research/analyse the potential market in the Netherlands and which market entry strategy will best fit the company.

Pollo Campero, will be researched in order to identify the company’s strengths and weaknesses and potentially see if there are advantages or disadvantages of the firm. The Dutch market needs to be analysed in depth in order to give concrete recommendations. Another main task is to identify the buying behaviour of the competitors in the Netherlands.

Statement of Objective:

The main objective of this project is to find out if there is a market for “Pollo Campero” in The Netherlands and, if so, to see which is the most appropriate market entry strategy to enter.

Detailed Research Questions:

Is there a market in the Netherlands for Pollo

The power of suppliers can depend on the number of suppliers, ability to change, and the possibility to find substitutes (Michael E. Porter, 1980). For the fast food industry, the supplier’s power is very small, because the industry can easily switch suppliers. Sometimes the need for a product is not unique at all and other suppliers can easily be found.

The threat of substitute implies that the buyers might find another similar product, which will replace similar needs of the buyers. According to (Marketline,2014) the main reason for substitution in the field of restaurants is home cooking. More and more people are cooking from their home; this makes it cheaper and in many cases, healthier. (Marketline,2014)

Bargaining power of the customers: sometimes, the customers have the power to control the industry. It might depend on several factors including the price of production, amount of the production, and the delivery terms (David Y. Choi, 2007). If the company is unable to meet the customers demand, there is a huge probability that they shift to another company. Therefore, it is necessary for businesses to ensure that they satisfy the needs and demands of their customers, as a way of retaining