Launching Indian Fast Food in Bulgaria

The coun drive I would involve to launch the Indian Fast forage would be Bulgaria. In order to survey the tradeing strategy we have to bring explore and to discover the rests in the midst of the Bulgarian and the UK merchandise 1. Fast diet for thought in Bulgaria There is a little centre of info regarding the unwavering food market free on internet. A survey, do by Synovate (Synovate, 2009), shows that the Bulgarians love desist food more than that Americans and the Brits. According to the survey more than 68% of the great deal in Bulgaria bear discover that they like so much the enjoy of the troubled food that they cant give it up.The survey also shows that on that point is a real passion for fast food in Bulgaria. Compargond to the matured market like US and the UK the Bulgarians still get a line the quick service restaurants quite fashionable and creative. Moreover on that point is no get of the consumption to go down. The important players on the ma rket atomic number 18 McDonalds (since 1994), KFC (since 1994), vacuum tube (since 2008). In Bulgaria in that respect is resistence amidst the burger and prep are fast food and the normal Bulgarian fast food, which offers pre-cooked or fast prepared dishes.Typical Bulgarian fast food chains are Happy, Ugo, Divaka. They any are quick service restaurants. And all of the fast food chains international and domestic help are experiencing substantial growth during the years. 2. Indian restaurant in Bulgaria The next flavour is to check the market and the appearance of Indian food in the country. Actually by and by a short seek in the internet I have engraft just four Indian restaurants Gurkha, Saffron, Kohinoor and Taj Mahal (Inyourpocket, 2012), all of them are in Sofia.Checking the online published menus incarnate that the Indian food is expensive and thitherfore is accepted as exclusive last standard cuisine. 3. Demographic research The trio issue is demographic resear ch. Are there any Indian groups living in Bulgaria? In the research done online there are no traces of substantial amount Indians living in Bulgaria. 4. Identifying the differences in the merchandise strategy Armed with the research information I would point the first difference from the original projects. The two fragments of consumers identified in UK are not applicable in Bulgaria.There is no Indian society and the quite a little are not familiar with the Indian food. A rawfound primary research should be conducted in order to observe and segment the clients. Next- the marketing strategy should be changed to work those needs. In the UK in cost of consumer value workd we are going to meet stated needs by the interviewed authority clients. In Bulgaria we will have to create value by oblation tout ensemble new cuisine. We need to create thirstiness for Indian food in the potency clients. We will do it with the mystic of the Indian food offering it at a very good price .So in wrong of positioning strategy we will cope mainly with the fast food restaurants offering cooked food and not much with the sandwich and burger fast food. Competing with the Indian restaurants will be in the part of food pitching and again targeting the fast food segment we wont have macroscopical difficulties beating them with conk out prices. Beca pulmonary tuberculosis of the huge demographic differences in the country I do not hope that the service should be offered nationally. I would rather choose between three and four big cities for presentation the restaurants.Another interesting spot to open a fast food restaurant is on the highway. The segment targeted will completely differ from the two identified in the UK Market. As potential clients I would point the great deal practicing Yoga. 5. Identifying differences in the marketing mix Because the crop will be completely new for the local clients the menu variety mustiness be easily recognizable. The primary res earch will give a better idea about the taste of the pack and expectations they have. In terms of pricing there is huge difference between the UK and Bulgaria so the prices should be adjusted accordingly.And again the prices should be in a close rivalry with the fast food restaurants offering cooked meals. The places for the restaurants are going to differ from those in the UK for example. The condition is that in Bulgaria the train stations are usually used by the mass below or around the meagerness line. So the locations should be chosen conservatively. I would start with one in the metropolis center in Sofia, another in some of the city malls and third in the biggest business park where more than 10000 are working every day.Again changes in the advancements should be made not just to make the clients enter the restaurants but also to make them try the food. A promotion mix should be selected very carefully so to turn every new client into regular one. With having most of the main differences identified I still believe that launching Indian fast food restaurants will be successful. First because the people love it, second because they use it on daily basis, third because the dining out culture is highly accepted in the bigger cities.Another reason is that the people use for centuries the Indian species, moreover we love dreary hot dishes, and finally but not least Bulgarians are open to try new things especially when it comes to food. Inyourpocket, 2012. Inyourpocket. Online lendable at http//www. inyourpocket. com/Bulgaria/Sofia/Restaurants-and-Cafes/Indian Accessed 22 11 2012. Synovate, 2009. Softpedia. Online Available at http//news. softpedia. com/news/Bulgaria-Is-the-Real-Fast-Food-Nation-Study-Reveals-113448. shtml Accessed 22 11 2012.