Report on Hummus Bar located at Budapest, Hungary.

1. HUMMUS BAR: DI PPING I NTO
I NTERNATIONAL MARKETS
Submitted by:
Hari Padmakumar
Jijo Francis
Navtej Singh Sran
Case 1

2. INTRODUCTION
Learning objectives:

To evaluate potential international markets using various
business models.

To develop decision-making skills.

To use quantitative data to make decisions.

To consider and evaluate several modes of market entry.

3. HUMMUS BAR
• Hummus bar is a successful, customer friendly bar located in Budapest,
Hungary.
• It has got 7 restaurants in that region.
• It is known for its cheap price and healthy fast food.
• They offer different kinds of salads, desserts, soups, meat and vegan
dishes.
• It has been recognized and awarded for being the best exotic cheap eatery
by the Time out magazine
• It has got take out and delivery services.
• It has got many loyal customers.
• They conducts several events in order to entertain
the customers.

4. WHAT IS HUMMUS…??!!!!
• Hummus is Middle Eastern and Arabic food dip/spread made from
cooked, mashed chickpeas with tahini, olive oil, lemon juice, salt
and garlic.
• Both vegan and non- vegan customers consume hummus.
• Hummus is a really healthy dish due to its ingredients.
• Hummus can be used as a side dish for almost most of the food
items.

5. MARKET RESEARCH

Data Collection Method:
Face-to-Face Interviews:
This quantitative data collection
method is used for gathering
information. In this method the
customers are called upon to conduct
direct interviews.

6. 
Went to stores and restaurants and conducted face-to-face
interviews with 50 customers.

65% female and 25% male participants.

Customers of age between 18 and 60yrs.

92% liked humus ;
among which 83% bought hummus products and dishes
on a regular basis.

Customers prefer the hummus bar because they get tasty,
healthy and variety dishes for lower prices.

7. MARKET ANALYSIS
PEST Analysis:

Political/Regulatory factors:

Affect price and sales of the food items.

Price varies with different region (Taxes, Trade Restrictions and
other laws).

Economic factors:

Hummus bar sells products at cheaper price, because they are
made locally.

For international market, product price will increase due to
economic growth, exchange rates & inflation.

8. 
Socio-cultural factors:

Customers choose their food by price, promotions and preferences.

Socio-cultural factors customer needs, size and nature of market.

Hummus products will not be affected by this factors because of the
quality and price.

Technological factors:

This factors deals with the manufacturing, packaging and
distribution of products.

Hummus bar does not rely much on this factors.

9. SWOT ANALYSIS
Strength
Weakness
• High quality food
• Low brand awareness
• Variety food items
• High competition
• Low cost
• Less investments
• Loyal customers
• Rapid growth in hummus
market
• Fresh & healthy fast food
• Increase brand
awareness
Threats
• Threat of over competition while market
expansion
• Possibility of failure in
attracting trust and
interest
Case 1
Opportunities

10. MARKETING PLAN:

Target market :

Age between 18 and 40yrs

Healthy and quick food

Vegans

Women customers

11. 
Marketing Mix:

Product: Cheap due to local preparation of hummus dishes.
Hummus bar has got variety of dishes. The place attracts a lot of
people due to its cost and freshness.

Price: Provides fresh and tasty fast food for a cheaper price.
More loyal customers. It is a great threat for its competitors.

Place: Need to increase the number of wholesale grocery store
clients, thus improving the business and brand awareness.

Promotion: Promotion is necessary for expanding the business.
Proper promotions can lead to increase in brand awareness of the
restaurant.

12. SUMMARY

It’s wise for hummus bar to stick with the domestic expansion.

More loyal local customers.

Hummus market will keep on growing.

More business can be achieved by selling the products to the local
wholesales stores. This also increases the brand awareness.

The business will promptly spread to nearby
regions.