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Dinner in the Sky. Export in Pakistan from the UK - Essay Example

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Dinner in the Sky. Export in Pakistan from the UK

Dinner in the Sky currently operates in about more than 15 countries (Dinnerinthesky.com, 2010). This report presents an opportunity to launch the service in Pakistan which appears to be a lucrative market. Pakistan is a growing economy as it will be shown through facts and figures mentioned in the report. The 12 C Framework on international business is also analyzed briefly for brevity purposes. In this, all the possible aspects of launching an international venture are discussed such as: external factors like cultural, political and economic factors which may negatively or favorably affect the business, along with the marketing communication adopted to promote the venture and competitive analysis over Dinner in the Sky’s advantage of its idea over its competition. ...
Restaurants in Karachi are predominantly filled with customers and with waiting lines on weekends. Currently, the market is untapped as this will be totally a new attraction for the people of Karachi. As Dinner in the Sky is a Belgium based franchise, some property will have to be purchased/leased in Pakistan to gain the first mover advantage. The franchisee in Pakistan will be the owner of Dinner in the Sky in the UK and will purchase the property in Pakistan as a corporate entity or as an individual under business interest according to International Law (Mehdi, 2001). 3 Methodology: The methods of research used for this report was secondary data obtained from the Government of Pakistan’s regulatory bodies, in the form of reports, industry insights etc. The data is authenticated by the Government of Pakistan itself. Besides this, specifics of the restaurant industry were also studied and analyzed throughout the course of this report to gauge the prospects of launching Dinner in the Sky in Pakistan. 3.1 Market Segmentation: Dinner in the Sky will be aimed towards Social Economic Class A+, A, B+ and B. This consists of about 10% of the population of the city Karachi who belong to the SEC A and B (Saqib, 2007). The brand will be positioned as a premium brand and as a value leader in the restaurant industry. 3.2 The 12 C’s Framework: 3.2.1 Country Pakistan has a growing middle class which leaves it a lucrative market for lifestyle products/brands. The country registers a GDP of approximately $180 billion with per capita income of $2,000 (State Bank of Pakistan, 2011). On the negative side however, the economy is faced with a high inflation rate. This is damaging as it slows down economic growth. The country currently stands at 2%. This is 2% ...Show more
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Summary

Dinner in the Sky is a restaurant with its head office in Guildford UK. It presents a unique idea and experience of taking its diners literally to the sky. The restaurant itself if suspended by cables which are operated by cranes on the ground…
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