Instructions for Capstone Project Assignment Part 2

 

Instructions for Capstone Project Assignment Part 2

Now that you have your approved idea for the project it is time to begin the second part of the project, which builds on Project Part 1. Using the same company of choice that is proposing an expansion opportunity overseas, conduct research on the country. Specifically focus on the culture and cultural exchange. For the culture, review the web site http://geert-hofstede.com/ to compare the cultural differences between the countries. Identify the cultural differences and consider the cultural exchange. In addition, research and choose the best distributions method: Product/Market, Pricing, and Positioning.

Identify the following:

• Cultural differences
• Cultural exchange
• Distribution Methods

Submission Requirements:

Submit a two- to three-page Word document using 12-pt. font and APA format

*** Please use attached paper to complete the assignment. This is a continuation of the paper you completed for me on Nordsee. You will use the same company for this assignment.

RunningHead: PROJECT PROPOSAL 2

PROJECT PROPOSAL 1

Project Proposal, Nordsee

Demarco Newton

Grantham University

The following research proposal presents analysis and growth opportunities for Nordsee, which is a German-based Health fast-food chain, in the United States. Nordsee (Nordsee, 2020) is a German-based fast food company which aims at providing healthy fast food alternatives primarily in the domain of seafood. The company serves a large number of products which centers around seafood and salads. Some of the company’s most popular products are fish sandwiches and canned food (Nordsee Menu, 2020). The company started its operations in 1896 and now has emerged as an international food chain with almost 370 outlets which are spread across Europe and Central Asia. At present, the total company revenue is estimated more than 354 million EUR which is equivalent to $ 408 million USD (Nordsee GmbH, 2020).

The country we have chosen for our company’s launch is the United States. The US is considered to be as one of the most potential markets for the growth of new businesses. With a large number of population and high GPD, the new business can survive easily, if they can provide quality services to the masses. The United States is considered to be one of the largest consumer markets on the earth with a GPD exceeding $20 trillion (ESOMAR, 2019). Among different sectors of the market, the American food industry related to fast food and restaurant is expanding exponentially. This particular sector generates more than $1 trillion in sales revenue (Restaurant Industry to Reach Over $1 Trillion in Sales, 2019).

However, with the recent boom of the fast-food chain in America, the country has been labelled as a nation consuming the most unhealthy food daily (Zachary J. Ward, 2019). The expansion of franchises like Mc Donalds, KFC, and Burger King has provided the people with a straightforward approach to make fast food a daily part of their lives. According to a recent survey, obesity in America has reached its most crucial state. As per the latest survey, more than 39.6 percent of American citizens have been categorized and obsessed. Similarly, around 18.5 percent of the children in the age bracket of 2 to 10 years have been found to be obese. This figure makes America the most obese nation in the world (TFAH.org, 2019).

Many organizations and doctors in the US have blamed the fast-food chains as the main culprit, which is linked to the high number of obesity in the US (Donahue, 2018). The recent studies show that most of the food that is delivered to the customer through some of the most famous fast-food chains is extremely low in healthy nutrition. Most of the food served in these food chains are very high in calories and contain a large number of trans fats. Similarly, to attract more potential buyer, most of the fast-food chain has tripled their serving sizes, which exceeds the daily recommended allowance’s of nutrition as recommended by the Food and Drug Administration (FDA). These factors have not only contributed to the development of bad healthy habits but has also been linked with the increasing health issues related to diabetes, high blood pressure and heart disease .

Analyzing the above-market scenario, the US food market has tremendous growth potential for a food brand that can offer healthy and nutritional food to the citizens daily. Thus the proposed franchise can easily capture a large number of a potential customer by highlighting the benefits of seafood and how it is linked to the development of better health.

The franchise will enter the market with online where people will be able to order food from an online menu. At present setting up large food spaces for the dine-in option will not be beneficial as people are avoiding to go to cafes and restaurants due to COVID-19. Also, the salad and sandwiches offered by the food chain will provide the people with healthy alternatives to the burgers and fries as offered by the competitors.

Moreover, the company can easily target and capture customers who are linked with sports and healthy lifestyle. It is a proven fact that a high intake of protein is essential for people who are linked with sports, aerobics and athletics. The seafood alternative, as offered by the Nordsee, can quickly provide the required amount of protein intake through their menu. The company can set up their stores near offices and gyms, which would allow employees time to dine in or go back to their place of work and enjoy healthy food during their lunch break.

References
Donahue, J. (2018). Obesity in the US and UK. Journal of Nutrition and Food Sciences. DOI:DOI: 10.4172/2155-9600.1000708
ESOMAR. (2019). Consumer Market Research -USA. Retrieved July 19, 2020, from https://www.ama.org/wp-content/uploads/2019/09/Country-Market-Research-2019-USA
Nordsee. (2020). Nordsee- We are Fish. Retrieved from nordsee.com: https://www.nordsee.com/en/
Nordsee GmbH. (2020). Retrieved July 19, 2020, from Z-Info: https://www.zoominfo.com/c/nordsee-gmbh/346832210
Nordsee Menu. (2020). Nordsee Products and Menu. Retrieved from Nordsee: https://www.nordsee.com/en/products/
Restaurant Industry to Reach Over $1 Trillion in Sales. (2019). Retrieved July 19, 2020, from https://www.specialtyfood.com/: https://www.specialtyfood.com/news/article/restaurant-industry-reach-over-1-trillion-sales/
TFAH.org. (2019). The State of Obesity – America. Retrieved July 19, 2020, from https://www.tfah.org/wp-content/uploads/2019/09/2019ObesityReportFINAL-1
Zachary J. Ward, S. (2019). Projected U.S. State-Level Prevalence of Adult Obesity and Severe Obesity. The New England Journal of Medicine, 381, 440-2450. DOI:DOI: 10.1056/NEJMsa1909301