Andrey Gorbachev, Ilja Yarusov, Elja-Illari Suhonen, Vadim Vinogradov
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HAAGA-HELIA ammattikorkeakoulu |
Fast food market in Porvoo research |
Group Assignment |
Introduction
This research concerns the analysis of market situation in the field of fast food chains in Porvoo. It consists of the comparison of market positions of fast food cafes from different market segments.
The actuality of the research is explained by the fact, that it represents the comparison of competitive advantages and disadvantages between fast food cafes in Porvoo, which offer different lists of meals and drinks, and arrange additional services as well. By means of this research we will try to define the current trends in fast food market and to find out which company is the leading on the fast food market in Porvoo. The fast food chains, which were analysed are Hesburger, Viking Pizza, Drennica, Taxi Pizza, etc.
The issues which were taken into account during the conduct of analysis are completeness and diversity of menus, additional services, location, operation time, the quality of services, average dinner price, the size of the portion etc. The methods by which analyses were conducted are actual place observation and examination and SWOT.
Hesburger
About Fast-food chain based in Turku, Finland. The largest hamburger restaurant chain, with a larger presence in the Finnish market than U.S.-based McDonald’s. With only 12 outlets in 1992, Hesburger expanded to over 200 restaurants in 60 towns across Finland over the following decade.
Hesburger has also expanded to international markets, opening outlets in the Baltic states and Germany.
SWOT
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Strenghts
Well-known brand in Finland, which is already spreading in foreign regions (Baltic countries, Germany)
Biggest market share in Finland
Good reputation among finnish consumers
Customer loyalty
Location in the center of Porvoo (behind the bus station)
Weaknesses
High prices
Poor menu selection
Opportunities
Further expansion in Porvoo, and on Scandinavian/Baltic markets
Threats
Other big fast-food chains’ expansion to Finnish market (McDonald’s, Burger King)
Changing of consumer preferences for healthier food
Place visit review
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Appearance
3.5
= Casual outlook
Athmosphere
5
+ Quiet non-distracting music
+ Clean premises
Food quality
5
+ Great Finish quality
+ Good ingridients
Customer service
5
+ Fast food delivery
+ Friendly personnel
Total points
18.5 of 20
* + Positive point -- Negative point = Nothing special
Summarization Overall though Hesburger doesn’t have a broad menu list and prices in this café are a bit high, it has deserved the trust of Finnish customers because of unbeatable quality when it comes to food ingredients (beef meat, etc).
Due to developed strategy, customer recognition and amazing location in Porvoo Hesburger attracts a lot of clients.
Marketwise Hesburger is doing great and also they have some possibilities to expand in city of Porvoo and outside Finland’s market .