Entry strategy for A Beautiful Fairytale Pizza Restaurant (ABFPR): Creating an entry strategy based on the combination of Porter’s Five Forces and the Blue Ocean Strategy

Hepeng Chen

Studenteropgave: Kandidatafhandlinger

Abstrakt

The Chinese pizza restaurant market is experiencing a rapid growth and to entrepreneurs it represents exciting business opportunities. In order to explore the opportunities of competing on this market, this thesis applied two existing theories: Porter‘s Five Forces (Porter, 1980) and the Blue Ocean Strategy (Kim and Mauborgne, 2005) to understand the market and create an entry strategy for A Beautiful Fairytale Pizza Restaurant (ABFPR). The purpose of the thesis was to see if a combination of Porter‘s Five Forces and the Blue Ocean Strategy was useful for providing an analytical framework to create an entry strategy for ABFPR. Both qualitative and quantitative methods were utilized in this study as both primary data and secondary data were involved. The qualitative data consisted of five in-depth interviews with experts and managers from pizza restaurants. The quantitative data were collected from the internet and questionnaires. The results of the study showed that the combination of Porter‘s Five Forces and the Blue Ocean Strategy was useful for providing analytical frameworks to create an entry strategy for ABFPR. The findings indicated that Porter‘s Five Forces can help with providing an analytical framework of the Chinese pizza restaurant market, and the Blue Ocean Strategy can help creating differentiated value offerings in order to address the competition related challenges revealed during Porter‘s analysis, thus creating an entry strategy for ABFPR. The results are relevant to entrepreneurs interested in opening restaurants in the Chinese pizza restaurant market.

UddannelserCand.merc.mib Management of Innovation and Business Development, (Kandidatuddannelse) Afsluttende afhandling
SprogEngelsk
Udgivelsesdato2010
Antal sider102