Joint Venture in India

Executive Summary

Situation Analysis:

The Fisherman’s Wharf is a locally owned fast food outlet that will be positioned as an international franchise through our creative approach to the company's image and detail presentation. The Fisherman’s Wharf will provide a combination of excellent food at value pricing, with fun packaging and atmosphere.

In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Our main priority is to establish twelve outlets in crowded malls, preferably in the prominent shopping malls in New Delhi, and later, our effort will be a further development of more retail outlets in the surrounding area.

This plan is prepared to obtain twelve locations for the initial launch of this concept. Additional financing will need to be secured for the three subsequent outlets, anticipated in month thirteen and four more early in year three. The financing, in addition to the capital contributions from shareholders, this will allow The Fisherman’s Wharf to successfully open and expand through year two. The initial capital investment will allow The Fisherman’s Wharf to provide its customers with a value-driven, entertaining experience through the creativity of its founders.

The Fisherman’s Wharf will entice to bring their friends and family to our innovative environment with free WI-FI, big screen TVs, lots of games, and loads of fun.

An analysis of the internal and external environments indicates the company enjoys important strengths in its product, its employees, and its reputation, while weaknesses are apparent in its limited size, financial resources, and product capabilities. The Fisherman’s Wharf faces a supportive external environment highlighted by a growing interest in fast foods, and limited threats primarily from potential competitive growth.

Marketing Objective

The Fisherman’s Wharf’s objectives are to increase gross sales (40 percent), distribution, and to introduce at least five new product lines over the next three years.

• To establish a presence as a successful local fast food franchise and gain a market share in India’s fast food industry.

• To make The Fisherman’s Wharf a destination spot for young mall-goers.

• To establish our products in the supermarkets, as quick and tasty meals eaten at home.

• To expand into a number of outlets by year three, and sell the franchise to neighboring metropolitan cities, such as Panaji, Pupe, Valparai, Amritsar.

Marketing Strategies

The fast-food companies' marketing focus efforts on what the average consumer wants: convenient, inexpensive food