Business Plan International Expansion Otomat

Details

Supervisors

De Jaegere, Tanguy

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

Otomat, a Belgian pizzeria concept, successfully launched six dine-in and one take-away stores in Belgium in less than five years. Although the market isn’t completely saturated yet, the next potential step would be to expand internationally and therefore a thorough analysis is required. With easy access to the founders, a complete internal and external analysis was performed of the company and its environment in Belgium. This allowed us to finalise our first research question by conducting a summarising SWOT analysis. Next, with the conclusion of first part, research could be done on where to expand exactly. With some pre-requisites from the management, we managed to filter out many countries and ended up with five promising expansion markets, more specifically: France, Spain, United Kingdom, the Netherlands and Germany. In order to choose the most promising country, we used the CAGE framework to measure how distant all five countries are compared to Belgium with regards to Cultural, Administrative, Geographical and Economical factors. Next, we analysed how the resources and competences of Otomat can be leveraged on those new five markets based on the gained insights from the CAGE. By combining both frameworks, we concluded France would have the most promising city for a first international expansion for Otomat.