Mo'men International Marketing Research Plan

A.Situation analysis: Definition of company & product.

Momen is an Egyptian stiff food chain, with branches all over Cairo, Alexandria and El Mansoura. The restaurants menu offers a selection of sandwiches, featuring mainly beef, chicken and seafood, in addition to an diverseness of finger foods and side orders.

B.Problem formulation.

Momen is thinking of expanding internationally and is considering London, UK, for its new branch. The counseling needs to make a decision about the accident of such a thing and how to proceed with the needed go to make such a decision.

C.What kind of information do we need.

Generally, we need data to assess market potential difference and enthronisation climate, as well as the risks and costs of operating in the UK market. The next step is to make an explicit evaluation of indigence in the UK, specifically the London fast food market, which is weighty when considering initial market entry, because of the high costs and uncertainty associated with entry new markets. Consequently, the Momen management has to make an initial estimate of withdraw potential in the market.

Secondary Data:

Secondary data is particularly blue-chip in assessing opportunities in countries with which the management has little familiarity.

We need substitute(prenominal) data to:

1.



Develop estimates of demand in the UK, using lead-lag analysis and econometric forecasting models, but more preferably using replacing indicators and barometric procedures. For the UK market, surrogate indicators argon not appropriate, as they are useful in markets where little data is available, market potential is limited and relatively crude estimates will suffice. Barometric procedures, on the other hand, provide more precise estimates at both the aggregate market level and for specific market segments.

2.Assess the point of market interconnectedness, using macroeconomic trade data, data concerning flows amid countries and industry and product market data. In this...

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