Hummus Bar Case Study Essay

1754 Words Mar 29th, 2014 8 Pages
Hummus Bar: Dipping into International Markets

Submitted By: Group #8
Hari Padmakumar
Jijo Francis
Navtej Singh Sran

INDEX:

I. Introduction…………………………………………………………...…. 2

II. Market Research……………………………………………………….. 3

III. Market Analysis……………………….………………………………… 6

IV. Marketing Plan………………………………………………………….. 10

V. Conclusion………………………………………………………………… 13

VI. Bibliography………………………………………………………………. 15

I. Introduction

This case study is based on a successful Hummus bar located in Hungary, which is planning to enter the international market. The founder of the restaurant is thus seeking investors in order to lower the risks, select the right marketing strategies and to enhance the brand. The
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Some of the examples of packaged hummus that are available in stores are Fontaine Santé Hummus, Summer Fresh Hummus, Sabra Classic Hummus, Sunflower Kitchen Classic Hummus and PC Hummus and Vegetable dips. Most of the people are nowadays turning into vegans or part time vegans due to their concern for health. This is proven by the results of latest surveys done by Google and other marketing research teams. (Sareen) , (Go part-time vegan and get healthy)

* PEST Analysis:
The different factors that affect the industry include competitive, regulatory, economic, socio-cultural, technological, natural environment and demographics factors. The marketing strategy of the company changes along with these environmental factors.

Political/Regulatory factors: The political/regulatory factors can affect the price and the sales of the food products. The price of product varies in different regions depending upon taxes, trade restrictions and other laws.

Economic factors: Hummus bar is a local establishment hence its competition will increase when it enters the international market. Hummus bar is famous for its cheap price which is due to local production. The price of food products will increase when it enters the international market due to changes in economic growth, exchange rates, price of ingredients, transportation, inflation, etc.

Socio-cultural factors: Consumers choose their food by…

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