Exportation of the Concept In-N-Out Burger

Introduction: Executive summary

Historic

Figures

1- Market Analyse

1.1- Study of the French market

1.2- Targets

1.3- Regulations

1.4- Competitors

1.5- PEST

2- In-N-Out in France.

2.1- Structure and organization

2.2- Strategy

2.3- Positioning

2.4- Mix Marketing + Life cycle

2.5- SWOT

3- Financial Plan

3.1- Sales forecasts

3.2- Implement costs

3.3- Profitability

Summary & Conclusion

Appendices

EXECUTIVE SUMMARY

Fast restoration market tends to growth every year for about two decades. French people use to eat more often outside in fast restoration because they have less time at lunch. With the crisis, fast restoration starts to represent the ¾ of the global restoration. Finally we can say that French fast restoration is destined for a good future.

We will keep the same strategy and positioning that in USA: freshness, friendly service and good quality are our words.

Concerning the organization and the personnel we have decided to put one manager with eight employees per restaurant the first year. We don't know yet if our project will work in the future that's why there is no headquarter in France. However, we look foward to open more restaurants in others cities in france and hire more personnel for the next five years. Furthermore, we are very exigent with the background of the empoyees.

In term of regulation, In-N-Out has to take into account the different laws and rules in the countries. We have to adapt the American way of doing business with the regulation in France

Concerning the competitors, In-N-Out has a high number of competitors such as Mc Donald's, Quick or KFC. Others French brands more based on French sandwiches have a significant part on the French market of the fast restoration with more healthy and less fat food. In-N-Out plans to be less expensive than its competitors and healthier.

In addition to regular American In-N-Out products we will add salads and chicken nuggets