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FRANCHISING PLAN
O'BRIENS IRISH SANDWICH BAR
Manan Kapoor
FEASIBILITY STUDY
We are a team of management consultants who have been hired by O'Briens Singapore to study the opportunity for them in other parts of Asia as a part of their expansion initiative.
O'Briens is into the business of Sandwich Bar and coffee shops, it is a renowned name in this part of the World and is targeted to affluent A class people in higher income bracket.
After doing the necessary research we have finalised India as a prospective market for them because-
? As per the study conducted by AC Nielson-With increasing health consciousness, desire for better hygiene and convenience, Indians feature amongst the top 10 most frequent visitors of coffee shop(37%), so there is a growing market for a concept like O'Briens.
? The trend in aggregate consumer spending also corroborates the
consumption boom in the economy. The rate of growth of spending on discretionary items has been growing at an average of 9 per cent per year over the past five years(AT Kearney survey), so there is ample scope for such concept as O'Briens.
? Growing coffee culture and presence of chains like Barista and Café coffee day have already established the market but these are competitors only to the extent of serving coffees and do not focus on providing an esoteric experience.
? Increasing health conciousness among middle class in metros is also a favourable trend as O'Brien's focus has always been on healthier choices, it has constantly strive to introduce a more ethical way of doing business with organic deli dishes and snacks.
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