Americana Group Research Paper

Americana Group Research Paper Research Paper example
Research Paper
Finance & Accounting
Pages 8 (2008 words)
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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.


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. ...
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