Global restaurant chains entering the Finnish market : Hypothetical Case: Chipotle Mexican Grill
Juutila, Jami (2019)
2019
Kaikki oikeudet pidätetään
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903163216
https://urn.fi/URN:NBN:fi:amk-201903163216
Tiivistelmä
A growing number of global restaurant chains have entered the Finnish market. This bachelor’s thesis takes a look at how these companies are performing in Finland, and how they entered the market. This information is researched with a goal of finding out, if it would be economically sensible for Chipotle Mexican Grill, Inc. to expand their operations to Finland.
Chipotle Mexican Grill, Inc. is a Mexican-style pioneer fast casual restaurant chain mainly operating in the United States of America. Analysis of the company is included in the thesis, with the addition of analysis of comparable and competitor companies. Also included is analysis of Finland as the target country, and how the macro-economics of the country impact restaurant business.
The theoretical framework and concepts & tools used in the thesis consist of theory behind market entry modes, as well as PESTEL analysis on the target country and SWOT analysis of the case company.
The results of this thesis offer information about the target country and financial and organizational data covering the competitive companies. This information is concluded into a suggestion of market entry modes for the case company, in addition to an estimation if such entry would prove to be profitable.
Chipotle Mexican Grill, Inc. is a Mexican-style pioneer fast casual restaurant chain mainly operating in the United States of America. Analysis of the company is included in the thesis, with the addition of analysis of comparable and competitor companies. Also included is analysis of Finland as the target country, and how the macro-economics of the country impact restaurant business.
The theoretical framework and concepts & tools used in the thesis consist of theory behind market entry modes, as well as PESTEL analysis on the target country and SWOT analysis of the case company.
The results of this thesis offer information about the target country and financial and organizational data covering the competitive companies. This information is concluded into a suggestion of market entry modes for the case company, in addition to an estimation if such entry would prove to be profitable.