teremok group 3 AD Essay

Submitted By zxcvbnm1993
Words: 2199
Pages: 9

TEREMOK LAUNCH IN
LONDON
Oluwatoyin FAJOBI
Corbin HOWARD
Nouf KAYAL
Daria KRASILNIKOVA

Background:









One of four biggest fast food chains in Russia
Specializes in Russian Cuisine
Launched in 1998
174 outlets in Russia
34 types of blini (crepes)
As well as porridges, soups and various desserts
Has a strong traditional Russian ethnical brand image
Highly popular, not only amongst Russians but also among tourists who visit Russia
• Kids menu – smaller portions

Move:
• LONDON
• AVERAGE LONDONER- TOURISTS
• NO RUSSIAN FAST FOOD IN LONDON

JUSTIFICATION FOR EXPANSION: SWOT
Strength

Weaknesses

-

Unique

-

Teremok is not well known internationally

-

Popular and fast growing sector

-

Limited menu

-

First crepes fast food in Russia

-

Inability for menu change

-

Offers variety of choice on menu

-

Above average price compare to

-

Brand name recognition in Russia

-

Marketing rewards

competitors

Home delivery service

Opportunities

Threats

-

Expand internationally

-

Massive direct and indirect competitions

-

New product service mix

-

High food costs
Limited demographic range

-

JUSTIFICATION FOR EXPANSION:
PROACTIVE
• PROFIT AND GROWTH GOALS
• FOREIGN MARKET OPPORTUNITIES

JUSTIFICATION FOR EXPANSION:
REACTIVE
• INTERNATIONAL CUSTOMERS
• COUNTRY ATTRACTIVENESS

MARKET ANALYSIS: Market segmentation Geographic

Demographic

Psychographic

Our location will be based in the

Teremok can appeal to teenagers,

Due to what we offer (healthy

busy streets of London, in which

college students and adults who do

Russian dishes with a variety of

there are shopping and business

not have strong preferences for

crepes to choose from). We aim to

centres. For that reason, our aim

local cuisines.

target people with a healthy

would be to target average

Age: Youngsters, Business workers,

lifestyle looking for food that is

Londoners to tourists who are

and students. We also appeal to

served quickly, great value and

looking for a quick food services

families with children.

beneficial meals.

that is healthy, tasty and unique, in which our customers can enjoy and

Income: Focusing on Medium income individuals who cannot

Moreover, we target Londoners and tourist who have a fast paced

take a break from their long busy

afford to eat Russian dishes at

lifestyle, who are tight on time, and

days in London. (Shoppers,

fancy restaurants

have busy schedules

business workers, Students

MARKET ANALYSIS: Market size
• In the UK, volume of sales in the fast food market £30 billion
• On average – 1person:156 takeaways a year
• Online ordering caused the fast food industry trend to increase
• Population of London- 8.42 million
• In flow and outflow to London has decreased compared to previous years
• Minority ethnic population is growing relatively faster Growth rate and Consumption
Habits
• Fast food is simultaneously emerging as a problem for the authorities which are concerned on the health of national population • However, the fast food consumption is growing due to low price and convenience
• Easy and cheap food is on demand
• People want healthy food which is not provided by the present fast food chains.

MARKET ANALYSIS: Macro trends
• Different ethnicity that lives in London is growing • The number of visitors and tourists has been on the rise
• Fast food restaurants are doing well as there is a steady demand for it in the UK
• More importantly, the demand for healthy food is increasing
• The emerging middle classes
• The easy and cheap food is on demand

Features of product filling the needs • Different (Unique) food, which is convenient, economical but healthier
• Exotically Ethnic
• The foods offered at Teremok are better in healthy contents and is suitable for the people who want cheap, healthy and convenient food. Market Share
UK Fast food chain

Market Share in percentage

Subway

17%

McDonald’s

16%

KFC

11%

Dominos

8%

Burger King

7%

The rest of the fast food chains…