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Shake Shack: Market Entry Plan
Transcript of Shake Shack: Market Entry Plan
Singapore - Orchard Road
Entry Mode Strategies
Market Attractiveness & Potential
Modern day “roadside burger stand”
Expanding in both domestic and international locations
Quality ingredients/ products
Reason to expand into Singapore
Establishing a loyal customer base
Alternative distribution channels
Advertising of all natural ingredients
Company Sales Potential(5yr)= N x MS x P xQ
N=Potential Consumers: 2,397,245
MS= Shake Shack is looking to acquire 8% of Singapore Fast Food market
P= Single Shack Burger cost S$6
Q= On average Customers frequent Shake Shack 10times/year
MP= 2,397,245 x 8% x S$6 x 10=
Market Entry Plan
One of the largest shopping districts
High population density
Large percentage of teenagers and young adults
Easy access location
Most expensive location
A Wholly-owned Subsidiary would provide Shake Shack with the most control and possibly the most revenue out of all the options.
Industry Market Potential (%) = Shake Shack Sales / Total Market Sales
Unit Sales= Estimated Shake Shack Sales of S$11,506,776
Total Market Sales= Singapore Fast Food Industry sales total S$937 mill
IMP= 11,506,776 / 937,000,000 =
Population of 5.4 million
GDP of 274.7 Billion USD
Lower avg rent than Hong Kong
Highest food consumption in S.E.A.
Imports 90% of food
Eats out often
Wholly owned subsidiary:
full control of day-to-day operations
avoids risks involving partners & contract disputes
smooth transition from the West to South East Asia