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LocalMarketAnalysispp.pptxLocal Market Analysis
Concentration
There are many great burger chains in the country (Keegan & Green, 2015).
These include Shake Shack, Burger Fuel, and Five Guys among others.
However, not all consummate burger aficionados are comfortable with all these burger chains because they have no Holy Grail of the grilled meat itself (Bowie et al., 2016).
Thus, In-N-Out Burger will serve those consumers well.
Market Structure
Growth
Burger chains set the biggest increase in Dubai (Bowie et al., 2016).
The fast food restaurant industry in Dubai is growing at a rapid pace to keep up with increased demand (Keegan & Green, 2015).
The increased demand is attributed to the several factors.
Growing population in the country
Increase in the number of tourists visiting the country
Changing lifestyle of the people
Cont.
Competition
Dubai is a very competitive market for fast foods (Bowie et al., 2016).
However, the competition is international.
The influx of international chain has made it difficult for the homegrown restaurants to compete.
With this environment, In-N-Out Burger which has very strong brand awareness will dominate the market.
Supporting Industries
Fast food franchise partners like McDonald's
Coffee and specialty dessert purveyors
Cont.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. Routledge.
Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ: Pearson.
References
