A simple presentation regarding Cross Culture. Case Was: How an Australian food company can entry into the Bangladeshi market.

1. Bangladesh Market Entry Strategy
Presented By:
Md. Nasir Abeed 15174014
Md. Farhat Ridwan 15174021
Md. Liakat Ali Khan 13374006
Sayed Zahidul Islam 14274007

3. Hungry Jack’s
Type
Wholly owned subsidiary;
exclusive Australian franchisee of Burger King
Industry Restaurants
Genre Fast food
Founded 1971 in Perth
Founder
Warren Haven (Hungry Jack's)
James McLamore and David Edgerton (Burger King)
Headquarters Osborne Park, Western Australia
Products
hamburgers, chicken products, salads, french fries, onion rings,
breakfast and hot and cold beverages, kid's meals, desserts[1]
Revenue A$1.043 billion (as of 2010)
Operating income A$538 million (2010)
Net income A$246.5 million (2010)
Total equity A$1.289 billion (2010)
Number of employees 15,000 (2010)
Parent Competitive Foods Australia
Slogan
The burgers are better at Hungry Jack's
Website www.hungryjacks.com.au

4. Menu

5. Business proposal
Dhaka
Bangladesh
7,000+ in Dhaka
52,000+ in
Bangladesh
Current Market Analysis

6. Market Entry Strategy

7. • Hungry Jacks can exercise more control over the franchisees.
• Hungry Jack’s can get a fixed amount and royalty based on sale as
revenue from the franchisee.
• Franchisee should agree ti adhere to follow the franchisor’s (Hungry
Jack’s) requirement so Hungry Jack’s can ensure the quality.
• Low Financial Risks.
• Low cost way to assess market potential.
• Avoid tariff and restrictions on foreign investment.
Why Not other modes of Entry?
Why Franchise?
• Licensing – Possibility of creating future competitor
• Contract Manufacturing – Nothing to manufacture in large amount
issue.
• Joint Venture- As “Hungry Jack’s” itself is a established brand so there is
no requirement for joint venture.
• Direct Foreign Investment- Direct foreign investment will increase the
cost of “Hungry Jack’s”.

8. Business proposal

9. Business proposal

10. Business proposal

11. Business proposal
Revenue Sources

12. Business proposal
Breakdown of Basic Revenue Goal
Daily Target-
250 Guests
Monthly Target-
7,500 Guest
Yearly Target-
90,000
Daily Revenue-
BDT 125,000
Monthly
Revenue-
3,75,000 Guest
Yearly Revenue-
4.5 Crores
Estimated
Expense per
Guests- BDT 500

13. Business proposal

14. Business proposal
Competitive Review
Upscale class
of Society
Food Change
Lovers
•Popular Fast Food Shop
KFC, Pizza Hut, BFC, Burger n Boost
•Indian Couisine
OH! Calcutta, Koyla, Heritaze
•Mexican cuisine
Mex Tex, Fajitas
•Chinese Cuisine
Mainland China, Golden Rice, Pan Tao
•Italian Cuisine
Spaghetti Jazz, Smoke Music Café

15. Marketing Communication Plan

16. Marketing Communication Plan
•Publish Best
recipes online
Online
Marketing
• Win a free dinner
• Like us on Facebook &
Twitter
Contests
• Podcasting weekly
music session in
Youtube Channel
• Broadcast Live our
Social events
Event
Marketing
• From Which part of
Bangladesh does the
BEEF comes from.
• High light the suppliers
safety profile
Menu

17. Success Metrics and Tracking

18. Cross Cultural Factors

19. • Cross Cultural Factors:
1. Language and dialect
2. Alphabet
3. Input method (PC, mobile, tablet
4. Religion
5. Wealth
6. Climate and weather
7. Dress sense and clothes fashion
8. Product distribution systems
9. Color codes and meanings
10. Style of government
11. Travel distances
12. Population density
13. Rural or city forms of living
14. Bicycle, car, bus, train, or underground
Factors to be considered
• Cross Cultural Factors:
15. Parcel delivery speed expectations
16. Use of credit cards
17. Pre-pay systems available
18. Level of education and literacy
19. General living standards
20. Employment regulations
21. Women vs. men relationships
22. Typical number of children per family
23. Tax systems
24. Explicit or implicit cultural behaviors
25. Role of public sector in the economy
26. Diet
27. Freedom of speech and press behavior
28. Preferred architectural styles

20. Factors to be considered
• Factor 1: Get company-wide commitment
• Factor 2: Define your business plan for accessing global markets.
• Factor 3: Determine how much you can afford to invest in your international expansion efforts.
• Factor 4: Plan at least a two-year lead-time for world market penetration.
• Factor 5: Build a website and implement your international plan sensibly.
• Factor 6: Pick a product or service to take overseas.
• Factor 7: Conduct market research to identify your prime target markets.
• Factor 8: Search out the data you need to predict how your product will sell in a specific geographic
location.
• Factor 10: Find cross-border customers.
• Factor 11: Establish a direct or indirect method of export
• Factor 12: Hire a good lawyer, a savvy banker, a knowledgeable accountant and a seasoned transport
specialist
• Factor 13: Prepare pricing and determine your landed costs
• Factor 14: Set up terms, conditions and other financing options
• Factor 15: Brush up on your documentation and export licensing procedures.
• Factor 16: Implement an extraordinary after-sales service plan.
• Factor 17: Make personal contact with your new targets, armed with culture-specific information and
courtesies, professionalism and consistency.
• Factor 18: Investigate international business travel tips
• Factor 19: Explore cross-border alliances and partnerships
• Factor 20: Enjoy the journey