The country I would choose to launch the Indian Fast Food would be Bulgaria. In order to evaluate the marketing strategy we have to make research and to discover the differences between the Bulgarian and the UK market 1. Fast food in Bulgaria
There is a little amount of information regarding the fast food market free on internet. A survey, done by Synovate (Synovate, 2009), shows that the Bulgarians love fast food more than that Americans and the Brits. According to the survey more than 68% of the people in Bulgaria confirm that they like so much the taste of the fast food that they can’t give it up. The survey also shows that there is a real passion for fast food in Bulgaria. Compared to the matured market like US and the UK the Bulgarians still find the quick service restaurants quite trendy and creative. Moreover there is no sign of the consumption to go down. The main players on the market are McDonald’s (since 1994), KFC (since 1994), SubWay (since 2008). In Bulgaria there is difference between the burger and sandwich fast food and the typical Bulgarian fast food, which offers pre-cooked or fast prepared dishes. Typical Bulgarian fast food chains are Happy, Ugo, Divaka. They all are quick service restaurants. And all of the fast food chains international and domestic are experiencing substantial growth during the years.
2. Indian restaurant in Bulgaria
The next step is to check the market and the appearance of Indian food in the country. Actually after a short research in the internet I have found just four Indian restaurants Gurkha, Saffron, Kohinoor and Taj Mahal (Inyourpocket, 2012), all of them are in Sofia. Checking the online published menus confirm that the Indian food is expensive and therefore is accepted as exclusive high standard cuisine. 3. Demographic research
The third issue is demographic research. Are there any Indian groups living in Bulgaria? In the research done online there are no traces of substantial number Indians...
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