MARKET ENTRY
Transcript: Cultural Incorporation Financials In order to create the most AUTHENTIC experience: Sales Team: Cali Lavey, Daigo Hoshino, Fendi Wang, Gagan Singh, and Marin Peterson S.W.O.T. Analysis The Ruby's Experience Human Resources lavey.ca@husky.neu.edu (631)902-2572 April 11th, 2012 Focus on local intrests and companies which pose potential to form partnerships i.e. Classic Car Dealers, T-shirt vendors, etc. Offer fundraising opportunities for local schools, organizations April 11th, 2012 Main Competition = Johnny Rockets Emerging market, good idea to invest now as it rebuilds Tourism is increasing with a diverse crowd & constant turnover Middle Eastern countries are drawn to Western culture Ruby's originality will attract attention Our Location & Target Market Hire wait staff with knowledge of American culture & American image Utilize identical training program currently used in the United States Mode of Entry Small-scale Entry Familiarize with foreign market Localize Limit exposure Mimic the success of our competitors and avoid their mistakes and failures Competition and Financials Why Dubai? Local culture is a top priority! We at Ruby's International understand the religious practices of the local populations & find it of upmost importance to respect them. In proximity to: The Palm Jumeira Dubai Knowledge Village Dubai Media City Annex Dubai Internet City High-traffic Coastline Any Questions? Halal Meat Logo Choice Mode of Entry Wholly owned subsidiary Greenfield venture Complete sovereignty Ensuring quality and efficiency Tight control over operations Major Competition = Johnny Rockets Forming Relationships & Gaining Local Support Sales Team: Cali Lavey, Daigo Hoshino, Fendi Wang, Gagan Singh, and Marin Peterson Ruby's Goes to Dubai! Al Sufouh, Dubai, United Arab Emirates Many businesses, industries & universities nearby Has demonstrated success in various high-traffic location in Dubai Ruby's offers: Unique experience More menu options Local culture incorporation lavey.ca@husky.neu.edu (631)902-2572 600,000 people Establishing Local Relationships RUBY's We at Ruby's International find it vital to form relationships with local companies & plan to utilitize local operations such as t-shirt manufacturers and classic-car dealerships to aid in project advertisement. Competition -Privately owned restaurant chain recreating the look and feel of a classic American diner, echoing Swing Era of the 1940's and 1950's -Proudly serving breakfast, lunch, and dinner -Menu includes the classic diner fare -Currently 6 operating facilities in the U.S. Great Food + Great Service + Great Facilities = GREAT EXPERIENCE! 300 corporate & franchise-owned restaurants 30 states, 16 countries 6 locations in Dubai (tourist areas) Specific franchising plan for each location abroad vs. Cultural Incorporation Ages: 25-29 19.47% 30-34 19.50% Ruby's Goes to Dubai! TARGET MARKET Offer a unique, more authentic experience Provide a larger menu Capitalize on competition's mistakes Wholly owned subsidiary ensures quality food, service and experience!