Changing Consumer Behaviour in GCC Region: Affecting Business of Americana Group - Case Study Example

Changing consumer behaviour in GCC region: Affecting business of Americana Group Executive Summary The main purpose of the report is to depict the changing consumer behaviour in the food and beverage industry in GCC region. However, the prime client of the project is Americana Group. The report helps the company to identify the change, which have taken place in the market that can affect the business to a great extent. Different tools will be employed in order to depict the external and internal environment and identify the areas, which can influence the business. Appropriate strategies are devised so as to rectify the situation in form of recommendations to Americana Group. Apart from the secondary research, primary research is also taken into account, where Delphi technique is employed to analyse the questionnaires, which will be filled up by employees of the Americana Group. Table of Contents 1. Background 4 2. Objectives 4 3. Scope 6 4. Issue Analysis 7 5. Resources 7 6. Benefits 8 7. Work Programme 8 8. Deliverables 8 9. Working Style/Risks 9 Reference list 10 1. Background Americana Group is a large corporation operating in Kuwait and is regarded as the most successful company in Middle East and North Africa (MENA) Region. The company was established in 1964 and it is listed under Kuwait Stock Exchange (American Group, 2015a). The group includes a number of brands from restaurants to consumer good products. It is well recognised for its casual, quick services and fine dining facilities. The brand included KFC, TGI Friday, Pizza Hut, Olive Garden and many more (American Group, 2015b). The main line of business is to own and manage food and beverage outlets and also manufacturing products. The company owns about 1550 outlets and it is known to be the largest restaurant chain in the MENA region (American Group, 2015a). The main focus of this project is to depict the changing demand of consumers in GCC regions, which has the ability to affect the sales of Americana Group. Both the consumer goods and restaurant is taken into account. After critical evaluation of both the businesses of Americana Group, consultancy services are provided in order to improve the situation. 2. Objectives A team is formed for successfully completing the project for the company and obtain the outcome within a specific period of time. The team members are eager to execute the research on the topic as it is quite interesting and challenging to decipher the changing behaviour of the consumers in the food and beverage industry. Moreover, the most challenging part of the project is that it takes into account the business condition of Americana Group, which is an established brand in the MENA region. The project will not only provide a wider view of the changing consumer behaviour of GCC region but also provide detailed information regarding the issues that can be encountered by Americana Group due to change in consumption pattern. The team includes XXX members from XXXX University. The main objective of the team can be summarised to the following points: Secondary data Provide an overview of the industry. Evaluating the change in consumer taste and preference in the restaurant industry in GCC region. Evaluating the change in behaviour of the consumers in the consumer food industry in GCC region, which have the ability to affect the business of Americana Group. Examine the external environment of Americana Group and find out whether it is assisting the company to continue an uninterrupted business (PESTEL analysis). Examine the present state of food and beverage industry with the help of Porter’s five forces. Highlight on the impact of stakeholders on Americana Group. Highlight on industry lifecycle. Examine the entry and exit barriers for the industry. Examine the scope of activities that should be considered for rectifying the current situation encountered by Americana Group. Segmenting the consumer market so as to target the products and services of Americana Group more conveniently. Examine the degree of internationalization of Americana Group. Examine the BCG Matrix with respect to the products and services offered by Americana Group. Develop the business generic strategies in order to improve the business of Americana Group. Measuring the financial benefits of Americana Group with the help of ratios. Primary data The primary data for the project is collected from the employees Americana Group in order to highlight whether their products are able to meet the demand of the consumers. The responses are gathered with the help of questionnaires that are distributed among the employees through e-mail. All the above activities will provide a clear picture of the changing consumer behaviour with respect to taste and preference of products and services. After determining the main issues that will be experienced by Americana Group, appropriate solutions are provided. 3. Scope The scope of the project is summarized henceforth: Examine the food and beverage industry of GCC region on the basis of changing pattern of consumer preferences (with the help of different tools) in order to decipher the position of Americana Group. Highlight on the issues related to the business of Americana Group. Provide the strategies for improving the situations and maintain a stable business. Moreover, the scope does not aim the following: It is only an outline of the implementation plan that can be considered for improving the business of Americana Group and not a detailed plan with recommendations. The main project will be developed after the proposal is approved and it is expected to be completed within two months of time. If there are any changes to the proposal, it will be communicated as soon as possible and the sample along with the cities will be ascertained by the company itself. 4. Issue Analysis Consumer behaviour is a tough concept to understand as it differs person-wise. There is limited information regarding the changing pattern of consumer behaviour with regard to products and services in the GCC region. The industry will be examined as a whole and thus it is difficult to decipher the facts regarding Americana Group. 5. Resources The team consist of the following members: i) Mr. Dani Philip – Graduate with bachelor degree. Work in Advertising and Marketing services and had experience of about 10 years. 2. Mr. Mohamed Salem - Graduate with bachelor degree. Works as a branch operations supervisor in a bank and has 10 years experience. ii) Cost: The cost related to travel of the team members will be charged to the company. 6. Benefits On completion of the project the following benefits will be obtained: 1) Provide a wider picture of the changing consumer behaviour in the GCC region with respect to food and beverage industry. 2) Provide improved strategies that will help Americana Group to combat against the external factors affecting the business. 3) Provide successful sales and distribution strategies that will help the company in competing in the current market scenario. 7. Work Programme Work breakdown structure 1261949_workbreakdown structure_edited.xls 8. Deliverables A detailed proposal along with the revisions made by Americana Group. Prepare a strategic plan and outline the activities that are to executed by the company. Report the company regarding the improvements in the project. 9. Working Style/Risks In this project, Delphi technique is employed for executing the survey among the respondents, who are employees of Americana Group. The questionnaires are shared with the employees through e-mail and their responses are obtained in the same manner. The team members will ensure that the name and detail of the employees will not be disclosed during the preparation of the report. They will cooperate with the respondents in open style of consultation. The team members will communicate the project progress to the management of the client company for ensuring that they are in the right direction. They seek regular feedback so as to assure the client that they are on the way to achieve the milestone. Reference list American Group, 2015a. About Us. [online] Available at: < http://americana-group.net/about-us/our-group.aspx > [Accessed 3 May 2015]. American Group, 2015b. Our Brands. [online] Available at: < http://americana-group.net/Our-Brands.aspx > [Accessed 3 May 2015]. 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