International Marketing Febo Report.docx

Franchisees that purchase their franchise at the

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franchisees that purchase their franchise at the implementation stage of the brand will benefit from the exclusivity of being the only ones able to open new locations in the designated market for the three years following the launch. Febo will have a centralized headquarters in a strategic location according to the location of the different franchises. All food products will be standardized by being prepared at this location and then distributed daily to all franchises by vehicle. As for the food product assortment that will be available for customers to purchase, the menu will be very similar to the existing one in the Netherlands, keeping the staple Dutch croquettes as 5
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part of the offering, with a few amendments in order to cater to local tastes such as tater tots, corn dogs or onion rings. Price will reflect the predetermined Dutch rates already in effect. As per previously mentioned, the restaurant concept takes the form of giant automat where all food items are placed in single compartments where once payment is fulfilled by customer, the compartment door will unlock itself and food will be available for customer to enjoy instantly. In order to maintain the compartments filled compartments, there needs to be an employee on the other side of the machine constantly replenishing with no need to ever interact with customers. 3.2 Marketing objectives The different marketing initiatives that will be implemented throughout the first year will have three different objectives; build brand awareness on location, establish new customer relationships and implement a new concept to the American market. 3.3 Market definition and size Las Vegas is a synonym of the word of party, gambling and possibilities. The city’s slogan “what happens in Vegas, stays in Vegas” has attracted visitors from all over the globe. Compared to previous years, more and more visitors have visited here for business, leisure or both. The variety of activities like bars lounges both inside hotel-casinos, free standing and going to pool parties or day clubs and business events are getting more attraction from these mobile consumers as the years progress. The target market of our product is the tourist section of the city of Las Vegas. This represents a potential market of over 40 million visitors per year and this number is only getting higher as the years go by. Understanding the travelers’ behaviors and food lifestyles is crucial in creating marketing efforts to promote our product Febo – the automated fast food restaurant. The top three primary purposes of current visits according to Las Vegas Convention and Visitors Authority survey are: visitor population mentioned purpose of visit is vacation or pleasure (52%), convention, trade show or corporate meeting (10%) and visiting friends and relatives (13%) 1 . Visitors spend an average of 3.4 days and 4.4 nights. Not only has the time tourists spend in Las Vegas been longer than just a typical weekend, but their spending capacity has also increased – 71% of them are employed which is significantly higher than 2012 to 2015 findings from LCVVA study. In reference to the graph shown in Appendix V, we can see that average
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  • Fall '12
  • Buss
  • Marketing, Fast food restaurant

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