Your assignment is to prepare and submit a paper on opening a spanish franchise in lebanon and using marketing strategies and techniques to help create a successful business and results, taking into c

Your assignment is to prepare and submit a paper on opening a spanish franchise in lebanon and using marketing strategies and techniques to help create a successful business and results, taking into consideration the competitors in the lebanese market. In high profile restaurants in Beirut, majority of customers are complemented by Lebanese expatriates and Arab tourists. It has been observed that restaurant business in the city is governed by the seasonality. Summer is the peak season for restaurant owners and during this season restaurant owners try to offer Mediterranean and special Lebanese dishes to lure patrons. The market is highly fragmented due to presence of small numbers of standard restaurant. Restaurant owners have incurred a loss of 65% in sales volume in last five years and this can be cited as the reason for high degree of fragmentation (London 420-425). It has been observed that major portion of customers prefer to take lunch in restaurants (Amin, “Security crisis takes toll on Beirut’s restaurants”). The study has selected Achrafieh (this district is located in East Beirut, Lebanon) hence the report will exclusively focus on food preference of customers that belong to Achrafieh. The district is consisting of more than twenty seven restaurants but only nineteen of them offer Mediterranean dishes. Ta3mini has pointed out that almost 50% of customers prefer pizzas, sandwiches while 20% prefer other Mediterranean dishes (“Restaurants in Ashrafieh around 18$”.

Majority of the customers in Ashrafieh are Christian hence there is natural tendency among them to take European cuisine in comparison to traditional Lebanese dishes during lunch time. 100 Montaditos has the opportunity to cater the demand for Mediterranean dishes in the district by opening up restaurant franchisee chain (“100 MONTADITOS”). Customers in the district can be segmented in accordance to their spending capacity on per person meal. Post Hoc segmentation strategy can be used to define the target market (Zoltners, Sinha and Lorimer 66).