International Business Section G

Hummus Bar : Dipping into Into International

Markets

Group 3
PGP/22/197 Rashi Mittal
PGP/22/370 Pratik Tagwale
PGP/22/384 Siddharth Saraswat
PGP/22/385 Skanda Prasanna
PGP/22/393 Zaid Merchant
 Overview Market Prioritization Mode of Entry Recommendation

 Hummus bar used to be a small restaurant which focused on good food

and good service
 Within 6 months, the first outlet started earning profits
 Eventually, it expanded to 6 outlets and 1 joint venture
 After its success it was looking forward to international expansion in
Europe
 It business model was majorly financed through direct ownership and
partnerships
 They focused on healthy eating
 They heavily relied on social media for market research and promotions
 Their major target market was middle and upper income customers
 They were looking into 11 criteria for market entry
 They were contemplating the channel of entry
 Overview Market Prioritization Mode of Entry Recommendation

Factors Considered
Prioritized List of Cities
Population
Disposable
Income/month($)
Expenditure on vegetarian Berlin, German
Market Size and food
Growth Rate
Meat consumption per
person

Prevalence of dining out

Urbanization
1.Warsaw, Poland
Corruption
Market
Attractiveness Ease of doing business
Institutional Context GDP
Unemployment/Labor
Market
Bratislava, Slovakia
Industry Structure
Competitive Competitors
Environment Supporting & Related
Industries
Cultural
Administration
CAGE Distance
Geographic
Economic

Level-1 Level-2
 Overview Market Prioritization Mode of Entry Recommendation

oCapital Investment

oQuality of Service

oRisk of Partnering

Area Franchising Flexibility

oCultural distance

Local Value Chain Expertise

Local Culinary Expertise

 Overview Market Prioritization Mode of Entry Recommendation

Expansion Priority

Berlin, Warsaw, Bratislava,

Germany Poland Slovakia

Mode of Entry- Area Franchising

Appendix
Click Icon to View Detailed Calculations on the Google Sheet

Microsof t
Excel Worksheet