Analysis for Miller's Ale House Restaurant

The purpose of this proposal is to provide a detail analysis for Miller's Ale House Restaurant the possibility of entering Australian market with the globalization pressures.

Cafés and restaurants sales in Australia provides lucrative total revenues of $5,309.1 million for the Australian foodservice market in 2009, equivalent to 42.1% of the market's overall value (Datamonitor, 2010 p.8). This acts as the core benefit to lure an investor like Miller's Ale House to seek for profitability in exchanging with risk as opportunity cost.

Food retailers have had to alter their product range to meet consumer requirements as there are trends of growth of coffee houses as a focus for casual meeting and snacking occasions while increasing consumer consciousness of cuisine besides growth in breakfast meals (Australian Government Department of Agriculture, Fisheries and Forestry, 2010). Finally, besides increasing level of income levels, Australian consumers have continued to demand highly competitive pricing. This is evident from the strong price competition between the major retailers and the various other promotions used to attract consumers (Jacenko & Gunasekara, 2006). Another significant finding is that the prices at the smaller retail outlets are often higher than the prices of products at larger retail outlets, but some consumers are likely to pay the higher prices if they are being provided with additional services (Jacenko & Gunasekara, 2006).

Moreover there is growth in consumer preference for casual dining reflected in the general increase in retail spending in the channel identified. Through industry analysis, we come to conclude that convenience and quality are prevalent concern of consumers. Hence, the key issues to establish brand awareness and recognition while closing the gap of need for healthy and quality food in lean waiting time to penetrate Australian market.

Miller's Ale House, a successful casual-dining