Wawa entering Germany:
Wawa is an American Company engaged in Convenience store, Gas Station, Fast food industry.
Wawa deals with the products as a convenience store with drinks, chips and soda., its own branded orange juice, ice tea and milk.Sandwiches, coffee also included.
International Market Research:
Germany has fast food outlets to more extent as there are more consumers according to the research.The preparation of their food is less complex and elaborate.Since the fast food growth is increasing among Germans due to their hectic life style it has led to favorable economic climate. Common fast food consumed in Germany is sandwich which will be an advantage if Wawa enters Germany as it specializes in it. The fast food is however diverse and cheap.There would exist competitors however for Wawa where they account for 60 percent in the industry.Fast food industry overview worldwide determines globalization on this market. Wawa has to study volume, value, segmentation and market statistics to establish its market in Germany.
Defining the problems & establishing research objectives:
Germany has a highly competitive market.It is very challenging to become a significant player.It is difficult to convince people on their first buy.But once consumer relies on one product he becomes a loyal partner to the buyer.Testing sessions and feedback can be undertaken to attract more customers.Sometimes people are interested with the product's quality and where it comes from and have to be convinced if the product possesses good ingredients and manufacturer's name if they feel they can trust.
Price also is challenging where people being price sensitive looks for bargains and tends to check differences in price between products. Hence a well calculated price is the key for company's survival.
The product brands should have unique traits to stand out in the competition.
A company's packaging, social media and website communication also accounts for the Company's sustainability in the market.
Market experts have to be contacted if the Company is newly entering the market and launching its products.The experts helps in validating ideas and plan expansion and also they will have the knowledge of first listings in supermarkets. If the company has inadequate budget or manpower the market may not pay out.
If the Company lacks proper preparation with its product packaging, quality websites or marketing it can't survive.
Since Germans are not proficient in English it will be difficult to convince the consumers and buyers about the product.It's only that the Company can get one one chance to convince the customer on the product.
While on a meeting with the sales partner or client, the Company has to prepare the documents in German language with better co operation.
Decenter is displacement from the center which is to move from the primary place.If the Company opts to displace the concepts here includes;
1. The company has to strategically plan for the changes that it is about to face in the sector.
2.Managers have to be conscious on the activities to be undertaken.
3.Policy makers need to take steps on how to lay a strong base on to the shifting place and researches advice is more important in order to incorporate the changes in their effective way of work.
Thus everything is challenging for WAWA entering Germany. However if better steps taken the Company can have a better economic growth and survival.
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