Finnish market entry planning of franchising Kungfu catering

Abstract

The purpose of this thesis was to carry out a market entry planning by franchising Kungfu catering in Finland. Kungfu catering was a typical Chinese fast food restaurant, of which there was a gap in Finnish fast food market. McDonald’s and Hesburger were succesful examples of franchise business, experiences of those 2 restaurants were used for reference to create a suitable franchise strategy for Kungfu Finland. Finnish market entry planning of Kungfu Finland has been explained from several angles to support author’s sucessful idea. Primary data and secondary data have been collected by using questionaire, interview, observation and document review methods. Document review from books, online document, ebrary, etc. was used to build up theoretical background and information of McDonald’s. Document review was to collect academic support about Finnish market, Finnish fast food market development, international marketing research, marketing objective, franchise strategy, marketing mix. What’s more, marketing objective, franchise strategy, segmentation, targeting, positioning, and marketing mix of McDonald’s were gathered through document review as well. On the other hand, manager of Hesburger Rauma and regional manager of Kungfu Zhuhai have been interviewed with structured questionnaire, together with author’s observation, a mass of information of those 2 restaurants were obtained. The objective of this thesis was reached with theoritical application, useful data support and thorough understanding of author. The franching Chinese Kungfu catering concept was created with interpretation of international market entry planning.