A.Situation analysis: Definition of company & product. Momen is an Egyptian wicked fodder chain, with branches all over Cairo, Alexandria and El Mansoura. The restaurants menu offers a selection of sandwiches, featuring mainly beef, chicken and seafood, in addition to an motley of finger foods and side order of battles. B.Problem formulation. Momen is thinking of expanding internationally and is considering London, UK, for its new branch. The counselling needs to make a decision about the possibility of such a thing and how to proceed with the needed go to make such a decision. C.What kind of information do we need. Generally, we need data to assess market potential conflict and enthronisation climate, as well as the risks and costs of operating(a) in the UK market. The next step is to make an explicit paygrade of indigence in the UK, specifically the London fast food market, which is weighty when considering initial market entry, because of the high costs and incertitude associated with entry new markets. Consequently, the Momen centering has to make an initial visualise of withdraw potential in the market. alternative Data: Secondary data is particularly blue-chip in assessing opportunities in countries with which the management has bitty familiarity. We need substitute(prenominal) data to: 1.Develop estimates of demand in the UK, using lead-lag analysis and econometric forecasting models, but much preferably using replacing indicators and barometric procedures. For the UK market, surrogate indicators argon not appropriate, as they are useful in markets where little data is available, market potential is limited and relatively raw(a) estimates will suffice. Barometric procedures, on the other hand, provide to a greater extent precise estimates at both the aggregate market take aim and for specific market segments. 2.Assess the point of market interconnectedness, using macroeconomic trade data, data concerning flows amid countries and industry and product market da! ta. In this... If you want to fuck off a full essay, order it on our website: OrderEssay.net
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