Essays on Charcoal BBQ Chicken Moving to the Poland Market Case Study

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The paper "Charcoal BBQ Chicken Moving to the Poland Market" is a perfect example of a marketing case study. Despite the numerous challenges operating a business in a foreign country pose, more than ever before businesses have continued to expand their operations globally. This is because many are seeking opportunities that will help them grow their businesses in terms of market share and revenue generation. This trend, however, has been accelerated with the liberalization of the global market and removal of trade barriers which in the past have hindered penetration into foreign markets (Tsang, 2004). The purpose of this study is to carry out a critical analysis of the move by an Australian company into the Poland market.

Charcoal BBQ Chicken is a well-established business with over 300 stores in Australia and has a mature experience in the ‘ roast chicken’ business and also a good revenue base. The business also has expertise in delivering quality services (Blanchard, 2011). Further, with a large business presence, the company has managed to develop their experience by managing numerous stores and using strategies in the market. This report will first provide a critical overview of Poland through a PEST analysis, and then Porter’ s Five Forces will be demonstrated in order to better analyze the country’ s market attractiveness for the firm.

This detailed analysis of operation management for the firm to operate the business in Poland and some ownership strategies will be introduced. Finally, a summary will be provided and some suggestions for the firm’ s expansion will also be given. 2. CRITICAL OVERVIEW Poland is located in central Europe at 52 00 N, 20 00 E between Eastern and Western Europe, and encompassed by Germany, Belorussia and Ukraine which as shown in the map below.

This country is also the most populated Eastern European country with a total population reaching 38,510,960 in 2006 providing a large consumer market (Euromonitor International, 2012). In order to attempt to determine whether Poland is a suitable country for the Australian Charcoal BBQ Chicken to operate in, the analysis will entail consideration of five factors including politics/legislation factors, economic factors, social/culture factors, technology factors and environmental factors, which can have an influence on the company’ s ability to deliver in the new market (Blanchard, 2011).  

REFERENCES

Brzeszczynski, J and Michael, M. (2006). “Explaining trading volume in the euro”. International Journal of Finance and Economics, 11(1), p. 25–34.

Elaine A. (2005). Polish-Style Roast Chicken: Ingredients, retrieved on 28th September 2012, available at: http://www.food.com/recipe/polish-style-roast-chicken-143040

Fotios, P. (2006). Business environment and investment opportunities in Poland, New York: Pearson Education Ltd.

Hill, W.L. (2005). International Business: Competing in the Global Marketplace (International ed.). New York: McGraw-Hill,.

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Neuliep, J.W. (2003). Intercultural Communication: A Contextual Approach. USA: Houghton Mifflin.

Porter, M.E. (2008). The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008

Tsang, E.W.K. (2004). ‘Toward a Scientific Inquiry into Superstitious Business Decision- Making’. Organization Studies, 25(6), p. 923-946

References

Blanchard, O. (2011). Macroeconomics Updated (5th ed.). Englewood Cliffs: Prentice Hall.

Brzeszczynski, J and Michael, M. (2006). “Explaining trading volume in the euro”. International Journal of Finance and Economics, 11(1), p. 25–34.

Dwivedi, D.N. (2001). Macroeconomics: theory and policy. New Delhi: Tata McGraw-Hill.

Elaine A. (2005). Polish-Style Roast Chicken: Ingredients, retrieved on 28th September 2012, available at:

http://www.food.com/recipe/polish-style-roast-chicken-143040

Fotios, P. (2006). Business environment and investment opportunities in Poland. New York: Pearson Education Ltd.

Gärtner, M. (2006). Macroeconomics. Pearson Education Limited

Hill, W.L. (2005). International Business: Competing in the Global Marketplace (International ed.). New York: McGraw-Hill.

Kotler, P. (1997). Marketing Management. Prentice-Hall, Inc.

Mishkin, F.S. (2004). The Economics of Money, Banking, and Financial Markets. Boston: Addison-Wesley.

Neuliep, J.W. (2003). Intercultural Communication: A Contextual Approach. USA: Houghton Mifflin.

Nickel, S., and Lewis, M. (2010). operations management, 6th edition, Pearson. Prentice Hall.

PKF (2012). Accountants and business advisers: Doing business in Poland, retrieved on 2nd October 2012, available at: http://www.wipfli.com/Resources/Images/28998.pdf

Polish Information and Foreign Investment Agency (PIFIA 2012). Invest in Poland: Why Poland? Retrieved on 2nd October 2012, available at: http://www.paiz.gov.pl/why_poland

Porter, M.E. (2008). The Five Competitive Forces That Shape Strategy. Harvard business Review, January 2008

Snowdon, B. and Howard R.V. (2005). Modern Macroeconomics: Its Origins, Development And Current State, Edward Elgar Publishing.

Tsang, E. (2004). ‘Toward a Scientific Inquiry into Superstitious Business Decision- Making’. Organization Studies, 25-6, p. 923-946.

Warsh, D. (2006). Knowledge and the Wealth of Nations, Norton.

WARSAW (2011). Poland sparks controversy on EU Environmental policy, Business journal, accessed on 22nd June 2011, available at: http://www.wbj.pl/article-55093-poland-sparks- controversy-on-eu-environment-policy.html

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