industry_analysis - Morello Pizza INDUSTRY ANALYSIS OF A...

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Morello Pizza INDUSTRY ANALYSIS OF A FOOD TRUCK RESTAURANT Atamkul Aidana 20120720 Osmanov Umijon 20131832 Tkachenko Pavel 20133323 Smail Zhantemir 20113081
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Table of contents Introduction………………………………………………………………………………..3 PESTEL analysis………………………………………………………………………….3 Porter’s five forces………………………………………………………………………… Competitor analysis……………………………………………………………………… SWOT analysis…………………………………………………………………………… Conclusions………………………………………………………………………………… Introduction 2
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The fast food industry, also known as Quick Service Restaraunts (QSR) is one of the biggest market niches today, being developed for as long as people live in the cities. Since “Morello Pizza” is going to operate in Kazakhstan, the industry analysis will be based on analysis of Kazakhstani market and fast food industry in Kazakhstan. Currently, the fast food industry in Kazakhstan is esteemed for 250 million dollars with 15 % of annual growth 1 . However, the fast food industry in the country is still in its growth stage, which makes it attractive for investors to finance it because globally the segment comprises approximately 50-60% of catering industry 2 . As Morello Pizza is going to operate in one of the smallest segments of fast food services, which is food truck, the assumption is made that there are no direct competitors in this niche and this makes the industry attractive to enter. Also, food truck business in the United States is still considered as developing market, many fast food restaurants are worried about the competition coming from food trucks, because they can offer a wide variety of cheap and fresh food and are mobile 3 . Such kind of service as mobile pizza truck is new to Kazakhstani market, second assumption is made that although there may be some shortcomings of opening food truck business there are many opportunities for future growth and development which also means bringing innovation to the Almaty catering market. Third assumption is that Morello Pizza will gain the benefits of first-mover advantage in food truck industry in Kazakhstan. PESTEL Analysis Political factors According to TheGlobalEconomy.com Kazakhstan have moderate political stability index (PSI), which is -0.38 (123 place among other countries). It means that political situation is attractive enough for short-term oriented businesses. Projects with big investments may be risky. Source gave negative forecast for PSI in Kazakhstan, but it's also true for overall global situation. For "Morello Pizza" current political situation is enough stable.
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