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Ruth's Chris Steakhouse

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by

Madison Freeston

on 23 April 2014

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Transcript of Ruth's Chris Steakhouse

Ruth's Chris Steakhouse Case
SWOT
Summary
Quantitative
Per Capita Beef Consumption
Disposable Income - GDP
Urbanization Rate
Population
Industrialization Rate
Employment Rate
Top 10
Germany
Belgium
Spain
Brazil
Singapore
Russia
France
Dubai
Italy
Australia
Germany
- Tradition of beef consumption with 74.3kg of meat consumed per capita
- In 1989, Europe placed a ban on hormone-treated U. S. meat
- In 2009, they established a duty-free high-quality beef quota making the demand for U.S. beef increase
- Imports from previous suppliers (Brazil, Argentina) are declining
Belgium
86.1kg Per Capita Beef Consumption
$31,400 Per Capita GDP
9 Metropolitan Areas
97% Urbanization Rate
10,379,000 Population
Spain
118.6kg Per Capita Beef Consumption
$25,500 Per Capita GDP
53 Metropolitan Areas
77% Urbanization Rate
40,397,000 Population
Qualitative
Meat Eaters
Country Relationships with USA
Legal to Import USDA Prime Beef
Room for Growth
Competition
Similar Culture
High Quality Food
Excellent Customer Service
Experienced Management Team
Ruth- Background of Success
Largest Steakhouse in USA
Brand Loyalty
Good Market
10 International Countries
Success with Franchise Model
Expensive Prices - Competitors may be cheaper
Fine Dining Cannot Become Global
Name may not be Appealing
Only Selling USDA Prime Grade Steaks
Strict Criteria for Franchisee - Hard to find qualified workers
A Lot of Room to Grow
Can Host up to Six Restaurants
Similar Cultures
Different Cultures - Menu Expansion
High Income Countries will be Attracted
Success in Competitors
Technology Advancements
Limited Growth
Meeting Wall Street's Expectations
Customers not going out to eat
Importing/Exporting Costs
Low Disposable Income
Anti-USA Countries
Different Cultures

Agenda
History
SWOT
Qualitative/Quantitative Factors
Top 10
Top 5
The Winner
Modes of Entry
Top 5
Germany
Belgium
Spain
Singapore
Brazil
Why Europe?
82.1kg Per Capita Beef Consumption
$30,400 Per Capita GDP
80 Metropolitan Areas
88% Urbanization Rate
82,422,000 Population
Why Asia?
27.8kg Per Capita Meat Consumption
9.45% Growth Rate
Already in Hong-Kong
Singapore
71.1kg Per Capita Meat Consumption
$28,100 Per Capita GDP
8 Metropolitan Areas
100% Urbanization Rate
4,492,000 Population
Brazil
82.4kg Per Capita Beef Consumption
$8,400 GDP
100+ Metropolitan Areas
83% Urbanization Rate
188,078,000 Population
Why South America?
69.7kg Per Capita Beef Consumption
8.57% Growth Rate

And The Winner Is.....
Singapore!
Qualitative
Meat Eaters
Country Relationships with USA
Legal to Import USDA Prime Beef - More than 99% of all imports enter the country duty-free
Room for Growth
Competition - No Morton's, Fleming's, or other competitors


Quantitative
High Per Capita Beef Consumption, GDP, Urbanization Rate and Population
Industrialization Rate - 100%
Unmployment Rate - 2.1%
One of the world's most prosperous countries with strong international trade
Thank you!
Modes of Entry
Franchising
Costs $100,000, a 5% Royalty Fee and 2% Sales Fee
Market Development Path- Taiwan and Hong Kong are Profitable
Effective Quality and Administrative Control
Widespread Brand-Name Recognition

Wholly Owned Subsidiary
Reduction in Risks - Emerging Market
Opportunity to diversify by branching out into different products for their culture
Helps Unemployment Rate - 97% Literacy Rate
Control over Management
Began in 1965 in New Orleans
1976 Kitchen Fire - opened under "Ruth's Chris Steak House"
1976- First Franchise Opened
1980- Global Phenomenon
2005- More than $154 Million Equity Capital
93 Restaurants with 10 International
Market Development Model
Where should they go next?
Should franchising be continued?
Full transcript