Food Republic in France

Final Market Entry Proposal

Food Republic France

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Table of Contents

Executive Summary 3

1. Description of Service 4

1.1. Service concept 4

1.2. Food Republic France 4

2. Country and Industry Analysis 5

2.1 Size of the Industry 5

2.2 Macro-environment Analysis: PESTLE 5

2.3 French Consumer Foodservice Industry Analysis: Porter’s 5 forces 7

2.4 Competitive Environment Analysis 8

2.5 Evaluation for Entry into France 9

3. Selection of Business-Level Strategy 10

3.1 Target Segment 10

3.2 Value Drivers 10

3.3 Opportunities and Threats (see section reasons for intro) 10

3.4 Strengths and Weaknesses 11

3.5 Integrated Cost Leadership/Differentiation Strategy 12

4. Entry Strategy 13

4.1 International strategy – Multi-domestic strategy 13

4.2 Entry mode: Strategic alliance – Equity strategic alliance 13

4.3 Strategic Partner – Agapes Restauration SA (Agapes) 13

4.4 Why we chose Agapes? 14

4.5 Why Agapes will partner BreadTalk? 15

4.6 Format of the Strategic Alliance 15

4.7 Evaluation of International Strategy 16

5. Implementation of Strategy 17

5.1 Organisation Structure 17

5.2 Organization Control System 18

5.3 Marketing Strategy 20

5.4 Sustainability Considerations 20

6. Future Challenges and Risks 21

6.1 Internal Risk – Strategic Alliance 21...