Business Opportunity for an American Consumer Product in a Foreign Country - Case Study Example

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The project described in this study will analyze this opportunity for an American burger chain, The Counter, for its custom-made burgers for the leading emerging market country, India. It will discuss the viability of introducing a yet another burger type, distinct with its unlimited variation range. …
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Business Opportunity for an American Consumer Product in a Foreign Country
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Download file to see previous pages The Counter’s custom-made burgers are a unique concept in the fast-food chains of burgers because their combination range offered to consumers is quite vast – more than 312,000 – to appease to customers’ taste-buds with their endless range of combinations. The concept is very challenging. The idea itself is innovative in the sense that The Counter dares to give a tryst to new delicacies by experimenting. Their menu offers to Build Your Own Burger™ Sheet, with various Market Selection and Signature Burger/Bowl alternatives in their restaurants (The Counter, 2015).
Currently, The Counter is operating from North America, Ireland, and Saudi Arabia, offering various reward points to the member customers on their purchases. Considering the appreciative remarks by the GQ magazine, as “one of the 20 Hamburgers to eat before you die” and “Best Burger” on OPRAH®, The Counter is expanding its outlet numbers all across the U.S. It is the right time that expansion happens further in foreign locations as well of this fast food and quick service restaurant chain (The Counter, 2015).
Indian food market although boasts of consumers’ localized tastes but people have a liking for trying brands, and love to taste a range of products at various costs irrespective of the fact they can afford it or not. Most of such people belong to the middle class. Incidentally, Indians spend nearly 40 percent of their average household income on food and transportation, while American people spend about 25 percent on these necessities (Court & Narasimhan, 2010).
Size of Market (Demographics, socio-economic, and Urban/Rural State
Indian market is huge in potential for getting familiar with yet another burger type and class to try. The Indian Small Town has captured the scene for FMCG products. Middle India boasts of towns with 1 to 10 lakh people, running ahead in value growth.  ...Download file to see next pagesRead More
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