Bubba Gump Shrimp Company-
Q1. What are Bubba Gumps’ ‘Key success factors’ when going international? The overall concept for the restaurant chain is definitely one which is suitable for international roll out. The factors which are necessary for going global are definitely evident for the company and its concept. Firstly, the brand awareness is well established, well enough to support the international introduction of the products into new markets. It is already obvious that the success of the service offerings of nine restaurants in five countries outside of the US would highlight the mass of its appeal. The Film was a worldwide hit and the relationship between the restaurant and the film mean that the brand is instantly recognisable and also associated with success. The success of Forrest Gump creates an instant appeal. Overall the strong brand has the same name all over the world; this will give Bubba Gump the opportunity to compete with other novelty restaurants such as Planet Hollywood. The “Country of Origin” is also something that the restaurant has going for them. USA is seen in most parts of the world (particularly Europe) as cool and quirky. Some examples of products that have embraced this would be the Budweiser beer, Jeep and Abercrombie and Fitch. All in all, the ‘key success factors’ are extremely relevant in the Bubba Gump shrimp case. On the surface of things they seem to have all the necessary ingredients to go global. Q2. Should Bubba Gump Shrimp co. further industrialize its product? Why or Why not? As stated previously there are no obvious factors as to why it would be suggested that the company shouldn’t expand globally. However, if the iceberg principle is to be recalled here, it would be well known that ninety per cent of the factors lie below the water, while ten per cent are merely obvious to the naked eye. Therefore, Bubba Gump should take part in a vigorous marketing research regime in the markets they desire to tackle. Focus Groups...
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