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Americana Group - Research Paper Example

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The group encompasses the most recognized brands globally and includes in its list of franchise brands worldwide known brands like Pizza Hut, KFC, Hardee’s Costa Coffee, Krispy Kreme, and TGI Friday’s; recently the group has took over the franchisee of Signor Sassi. In addition, with a proper understanding of the Middle Eastern taste the Americana Group has created 6 own brands which are also equally successful among its consumers as global counterparts of the aforementioned successful brands (Americana Group, 2012). The project critically evaluates the trends of marketing environment by using the PEST analysis, a complete market analysis is performed to gather information about the nature of product, market operations along with the type of strategy the firm has undertaken over the years and also determine the strategic option which is made available to the firm. Finally, a set of recommendation has been provided to America group stating the strategy that the company should adopt for its further operation considering the skills, resources and capabilities available to the firm. ...
Americana Group deals in restaurants and holds franchise for some big brands globally and includes consumer food and food related products in its product category. It has been analyzed there exists a huge demand for Quick Service, Casual Dining and Fine Dining categories and with change in consumers taste and preference the fast food centers have gained a huge attraction and are expected to grow globally in the near future. Therefore, PEST analysis has been adopted to critically evaluate the marketing trends. PEST Analysis PEST is used to scan the general market environment and is referred to political, economical, social and technological factors. It helps to detect as well as monitor the weak signals that might affect the working of the organization (Henry, 2008, p. 51). Political Factor: Americana Group deals with restaurants and consumer food products and operates on international grounds and therefore the political factors plays an important role in dealing and setting up of franchise in foreign countries. Different countries impose different laws and it is important for the company to comply with the concerned rules and regulation to successfully operate in international countries. Economic Factor: When the countries perform well the business operating in the area also seems to have performed well and has an opportunity to increase its revenue and profit. Americana Group based in Kuwait has been operating in the MENA region and has tasted success over the years and has its operation franchised globally. It can be inferred that the economic condition are important while implementing the marketing strategies. For example, when Americana Group goes for international expansion along with the political factors ...Show more
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Americana Group Table of Contents Introduction 3 Critical Evaluation of Trends in the Marketing Environment 4 PEST Analysis 4 Market Analysis 6 Nature of the product 6 Market (Local/Global) 7 Current Strategy Pursued by Americana Group 7 Alternative Strategic Option 8 Recommendation 9 Conclusion 10 References 11 Introduction The paper deals with the analysis of the product offered by Americana Group Company, which is based in Kuwait and operates in Middle East and North Africa region…
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