Sushi Express Report Essay

4654 Words Nov 28th, 2014 19 Pages
Table of Content
1
Introduction--------------------------------------------------------------
2
1.1
About the Company
2
1.2
Vision
3
2
Motives of going international-----------------------------------
4
2.1
Strategic Consideration-
4
2.2
Demand Consideration
4
3
Choice of location (I)-------------------------------------------------
5
3.1
Region
5
3.2
Country
6
4
PEST Analysis------------------------------------------------------------
13
4.1
Political
13
4.2
Economic
14
4.3
Social
16
4.4
Technological
16
5
Choice of Location (II)-----------------------------------------------
18
5.1
City
18
6
International Business Strategy---------------------------------
20
6.1

6.2

6.3

7
Mode of
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Lastly, we will choose one city from the chosen country as our final destination.
3.1 Region
a) Fish consumption,per year,per capita
First of all, fish consumption will be considered as the indicator to help us choose several desirable regions. The reason why we consider this factor is that high fish consumption may imply demand for sushi. As the product of Sushi Express is sushi apparently and fish is the main ingredient of sushi, high fish consumption means that demand for fish is high and people may not be reluctant to eat sushi and even like it.
Figure 1 illustrates per capita fish consumption by continent and region and we can see that the total amount of fish consumed vary according to regions and countries. As shown in Figure 1, annual per capita fish consumption was highest in North America, Europe and Asia as more than 20 kg annual per capita fish consumption in these three regions. Therefore, we will choose these three regions as our location choices.
b) Net export of fish and fishery products
Net export of fish and fishery products can also indicate that there are demands for fish and thus demands for sushi. In order to confirm that we choose the correct locations, we have examined the net export of these three regions and discovered that these regions are characterized by a fishery trade deficit which indicated that there may be demand for sushi.
Figure 2
3.2 Country
a) Demand
Demand which reflects the willingness and ability to buy a good or

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