International Marketing Plan For Grill D 1 
International Marketing Plan for Grill’d in INDIA
Submitted to: Submitted by:
Mr. Kimble Montague Angela Francesa Volpe Ankita Mehta Prateek Garg Ritesh Thodupunori
Table of Contents
Executive Summary 3
Situation analysis 4
Economic Environment 5
Social Environment 5
Industry Environment 6
Technical environment 6
Political environment 7
Objectives 8
Mission statement 8
Target Market/Segmentation 9
Strategy and Implementation 12
Mode of entry 12
Product 13
Price 13
Place 13
Promotional Mix 14
Service 15
Finances 16
Division of finances 16
Risk & Control Measures 18
Evaluation and monitoring 18
References 20
Appendix 22
1) GRILL’D SWOT ANALYSIS 22
2) FIVE FORCES ANALYSIS – INDIAN FAST FOOD MARKET 23
3) FLYER/PROMOTIONAL PROTOTYPE 24
4) FINANCIAL GRAPHS 25
Executive Summary
Grill’d is an Australian business specialising in serving healthy, quality burgers. The company now has 67 restaurants across Australia. . This report outlines a plan for Grill’d to open its first international restaurant abroad in India. The Indian fast-food market is an attractive proposition with the countries industry estimated to be worth over a billion dollars (Nowak, 2013). Indians are showing a growing appetite for eating out and faster eating options with the Indian fast-food market
Environment of Indian market
Indian consumers are shifting from the concept of traditional home cooked meal to dining out. International and domestic fast-food chains are growing rapidly in India. There is a substantial growth in the availability of varied cuisines in India. About 60% of India’s current population is younger than 30 years old and are welcoming all international brands. Fast food has gained acceptance after the various international food chains adapted their menu’s according to the local Indian taste, that is including vegetarian options. Foreign brands have grabbed 63% share of the Indian quick service restaurants market.
Submitted to: Submitted by:
Mr. Kimble Montague Angela Francesa Volpe Ankita Mehta Prateek Garg Ritesh Thodupunori
Table of Contents
Executive Summary 3
Situation analysis 4
Economic Environment 5
Social Environment 5
Industry Environment 6
Technical environment 6
Political environment 7
Objectives 8
Mission statement 8
Target Market/Segmentation 9
Strategy and Implementation 12
Mode of entry 12
Product 13
Price 13
Place 13
Promotional Mix 14
Service 15
Finances 16
Division of finances 16
Risk & Control Measures 18
Evaluation and monitoring 18
References 20
Appendix 22
1) GRILL’D SWOT ANALYSIS 22
2) FIVE FORCES ANALYSIS – INDIAN FAST FOOD MARKET 23
3) FLYER/PROMOTIONAL PROTOTYPE 24
4) FINANCIAL GRAPHS 25
Executive Summary
Grill’d is an Australian business specialising in serving healthy, quality burgers. The company now has 67 restaurants across Australia. . This report outlines a plan for Grill’d to open its first international restaurant abroad in India. The Indian fast-food market is an attractive proposition with the countries industry estimated to be worth over a billion dollars (Nowak, 2013). Indians are showing a growing appetite for eating out and faster eating options with the Indian fast-food market
Environment of Indian market
Indian consumers are shifting from the concept of traditional home cooked meal to dining out. International and domestic fast-food chains are growing rapidly in India. There is a substantial growth in the availability of varied cuisines in India. About 60% of India’s current population is younger than 30 years old and are welcoming all international brands. Fast food has gained acceptance after the various international food chains adapted their menu’s according to the local Indian taste, that is including vegetarian options. Foreign brands have grabbed 63% share of the Indian quick service restaurants market.
References: Anand, R. (2011). "A study of determinants impacting consumers food choice with reference to the fast food consumption in India". Society and Business Review , 176-187. Canadean. (2013). Global Food and Beverage Industry CEO . Business Outlook Survey, 2. Kotwal, A., et al. (2012). "The Political Economy of Food Subsidy in India." Copenhagen Journal of Asian Studies 30(2): 100-121. Mallya, P. D. (2011). "Can Global Food Inflation be blamed for Food Inflation in India?" International Journal of Global Business 4(2): 1-14. Mehrotra, S. (2011). PETAWRAP: The Indian Grilled Wraps. 1-12. Robert, C. (2013). Differences in perception and fast food eating behaviours between Indians living in high and low income neighbourhoods of Chandigarh, India . Nutrition Journal, 12. Tiwari, P. and H. Verma (2008). "Consumer Perception About Fast Food in India: An Empirical Study of Dehradun City." ICFAI Journal of Consumer Behavior 3(4): 80-91.