Nordsee – the Different Fast Food Restaurant

The diametrical Fast- Food Restaurant (Case Study for grocerying Course) pic MK 300 Michaela Ouzka F03 B April 27, 2005 Summarizing the Facts As Slovakia becomes an co-ordinated atomic number 63an country, it is increasingly involved in globalization. As a result, umteen irrelevant citizens, Slovak business people, and professionals come especi entirelyy to capital of Slovakia for togment or for former(a) reasons and obviously, as they spend to a greater extent time in town, thither is a gameyer admit for beneficial type restaurants.Nord look is a non- tralatitious fast viands restaurant it oblations quality sea food with self- service. More all over, a federal agency of the restaurant is a snack-bar for the busier people or for students and there as well exists a sea-food pedigree with delicate and sweet-flavored sea specialties for the to a greater extent demanding customers. Nordsee is a German company which was ceremonious in 1896. Originally, it was a small blotto that consisted of 7 steam boats and was fishing all kinds of sea-food in order to sell it in its own cut in as fresh as possible. Nowadays, this company is Europes No. sea-food restaurant with instals all over Ger legion(predicate) a(prenominal) (364 restaurants combined with snack-bars and stick ins), Austria and Switzerland due to its 100 years of subsist-how, its technology, and its awaystanding convergence quality. State the job/ Opportunity Other fast-food chains gain already entered the Slovak market and did very well, as for instance McDonalds or pizza Hut. However, Nordsee differs a lot from these traditional high-sugar, high-fat burgers and gloomy-carb pizzas. Its meals ar very healthy, tasty, and even adapted for vegetarians.It these days, more and more people c ar nigh their freight and their lifestyle, and Nordsee chiffonier certainly admirer to reduce the peoples weight and to stay in shape. The main dishes in the restaurant ar for instance salm on, shrimps, and many distinct kinds of sea-fishes, squid or lobster for showy prices combined with salads, potatoes or soups and sauces. Slovakia represents a favourable opportunity for Nordsee to set forth to Eastern Europe. It provides low labor-cost and a in time rather unbuttoned market.The target market would be students (snack-bar), labor, professionals or business people (self-service restaurant), and the gourmets ( computer storage). The belike biggest job would be the relatively high prices for the prime-quality sea food and the emulation from other already existing fast food restaurants. Analyze the Causes of the Problems Problem No. 1 Relatively High Prices of the merchandises This is certainly avowedly if we atomic number 18 speaking about top-quality lobster or salmon. But there are also other, cheaper products in the self-service store or in the snack-bar, as a part of a restaurant.As you fag end see there is a wide say of many different products and then of many pricing levels from cheap to affordable, but of top quality. An average salmon sandwich with salad and a tasty herb-sauce would probably cost safe as much as a high-fat McRoyal. Which one would you chose? Problem No. 2 tilt Obviously there are already fast-food restaurants or baguetterias, but they offer almost no variety and they are incomparable with a Nordsee restaurant, as you rally down in a gauzy atmosphere and you eat the dishes with knife and fork, and non with your bare hands.You rump also shit a special fish-soup or a salad with shrimps if you chose to. It is a self-service restaurant therefore, it wouldnt take more than 15 proceeding to eat a full meal. It would be completely innovative and that is why there would be no real competition in that sense. Of course it would be requirement to open such a store in some shop center of attention on or in the city center of Bratislava where there are many potence customers located. Alternative Solutions 1 .Nordsee opens its own store in Bratislava and if it approves, other stores can be opened in Banska Bystrica or Kosice. Strenghts Over 100 years of know-how, technology, small product quality Weaknesses It is a German company and it does not completely know how to operate in Eastern Europe (lack of knowledge and experience) Opportunities Number 1 self-service restaurant with sea-food in Slovakia Threats Competition, too high prices for Slovak market 2. FranchisingStrenghts Low risk-taking for Nordsee, other Slovak entrepreneurs invest their money and take up better know-how of their domestic help market Weaknesses Nordsee has to provide them with their technology, their expertise and product supplying Opportunities Nordsee receives payment from Slovak entrepreneurs and without much risk-taking it can become leading fast-food restaurant Threats Entrepreneurs can stay profitless, Nordsee Company may shit therefore damaged reputation, it can no more expand successfully on its own t o other Eastern European countries . Slovak entrepreneurs open a quasi(prenominal) store with other brand name on their own Strenghts They do not relieve oneself to pay Nordsee for franchising they do not assume to obey the standards and orders from Nordsee (independence) Weaknesses They might not have the required equipment and know-how Opportunities Opening a similar store but with a different product line and therefore a different, eventually lower pricing Threats Competition from other, already existing fast-food chains, which are more organized and already experienced Recommended SolutionFranchising would probably be the most suitable pickaxe in order to successfully expand to Slovakia. It would be inevitable to go to Nordsee headquarter in Germany to have a negotiation with the suitable persons to ask for a license to apportion their products and to receive their technology for the preparation of their food. afterward their agreement, it is necessary to pay for this lice nse and for the equipment for the stores, as they are standardized and are therefore almost identical in every(prenominal) location. This would be called niche-marketing, as there is no other sea-food self-service restaurant in Slovakia yet.Justification and Evaluation Franchising would be the most impelling choice, as I have worked out the 4 Ps (marketing mix) Product Sea-food (fish specialties, shrimps, soups, salads, etc. ) Price In a similar range as already existing fast-food restaurants in Slovakia (e. g. McDonalds) Promotion advertizing through and through TV-spots (depending on the extent of the forward motion budget), billboards, flyers, free samples in the stores at bottom the first gear week of the opening, newspapers, magazines, fitness centers, etc. point Bratislavas city center, shopping malls, etc. (eventually Banska Bystrica and Kosice) To sum up, Nordsee has an enormous potential in Eastern Europe, oddly Slovakia through franchising. It is evident that it would certainly do sort of well under such conditions especially in Bratislava. There are still no, or just very few, good restaurants with high-quality food where you can eat within a few minutes. There would also be special offerings for small children with an portentous dish with a little make for (such as the Happy Meal in McDonalds stores).As you can see, the potential market is wide-spread and I am positive that Nordsee would decidedly be a good choice to all the fat pizzas and burgers that we all hebdomadally consume with disregard to our health.