Analysis of Global Expansion Business
International Business Environment
3 NOV 2014
Destination Country-UAE (Dubai)
The mission of the company is to introduce and popularize the exquisite taste of India to the whole world and nourish the Indian diaspora spread across the globe. They are looking at exhaustive coverage in Asia by beginning its first global expansion in Dubai and Abu Dhabi at the year-end followed by entire
GULF region. Reason behind the global expansion in UAE is the huge presence of peoples of Indian subcontinent. The core focus is providing the best experience of Indian food to their consumers. The disposable income of consumers in UAE is high and this opportunity will lead the company to success.
The demands and the sales in the market of UAE are expected to increase at a steady pace due to tourists and expats from Indian sub-continent visiting UAE for Tourism and Business. The company is also working on an online order system by which consumers can order BTW services wherever they are; be it online or on their smartphones in a very interactive way. The system supports all major mobile operating systems including iOS, Android, Blackberry, Windows Phone and Symbian.
BTW, a food service company known for its innovative methods to nourish and delight the consumers.
With over 40 years of experience, the company has 20 brand outlets in major cities of India with more than 500 employees earning their lively hood through the venture. BTW presents a blend of south
Indian and North Indian cuisine to its consumers. Run by the highly qualified administrative workforce.
The accent on creating a worldwide brand today drives the team to define new limits and surpass them all the time. The aim of the company is to serve diligently and honestly their customers with highest standard of hygienic food with par excellence service.
The growth rate of chained foodservice in the world is projected at 2% per annum until 2018 but the growth rate in UAE seems to be four times as compared to world average. The reason behind the sluggish demand in the period between 2008-2011 is the world economic slowdown causing reduction in expenditure. Many parts of Europe, USA and Japan experienced a negative growth in this period of slowdown. .
Despite the economic slowdown between 2008 and 2011, the consumer foodservice market registered strong growth in terms of outlet expansion and value. This was mostly aided by domestic and foreign investments made in the country prior to 2008.
The players around the market are divided in terms of:
2 Full service restaurants
3 Fast foods
4 Self-service cafetarias
5 Street stalls
6 100% Home delivery/Takeaway
The leading players in consumer foodservice in 2012, for example, included: Kuwait Food Co
(Americana), franchisee of Yum! Brands Inc’s KFC and Pizza Hut brands; Emirates Fast Food Co, franchisee of McDonald’s, Subway Arabia; First Food Services, the franchisee of Burger King; and M H
Alshaya, franchisee of Starbucks, PF Chang’s China Bistro and The Cheesecake Factory, amongst other brands. Thus, the top five leading players are all organized entities representing major international consumer foodservice players. The major competitors for consumer foodservice come from USA and India.
Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2010-2013
Global Brand Owner
Yum! Brands Inc
Yum! Brands Inc
Doctor's Associates Inc