Culture and Strategy Report

Executive Summary

This report talks about the Macro analysis study of Yoshinoya, a Japanese Fast Food chain's expansion in Melbourne. Many aspects have to be considered to set up business successfully in new country such as, economical Factor, government policies, and all other external factors which may affect company's expansion in Melbourne. The cultural and ethical analysis of Australian market has also been done, and the report concludes with HRM resource analysis and global marketing strategies. Recommendations are also included.

Melbourne is known as the city of restaurants. Its multi cultured and stands among one of the most happening city in the world. Food culture is very rich in the city that is the reason so many successful fast food chains like McDonalds, KFC, Don Don, Hanaishi, Ootoro, Hungry Jack's, Shandong Mama, Schnitz, Wonderbao, Domino's, has been already established as tough competitor. This report will focus on economic and political-legal environment in Melbourne.

Executive Summary1

Introduction3

In the end it will provides recommendations and conclusion.3

Background3

Company Background3

Yoshinoya's success story as a global player4

International Country Background5

Victoria - Melbourne5

Overseas Market and Industry Analysis6

Australian Fast Food Market6

Industry Analysis6

Economic Analysis7

Political/Legal Analysis9

Role of government10

Trade Agreements and Barriers11

Ethical & Cultural Environmental Analysis12

Culture12

Ethics13

Recommendations13

HRM Resource Analysis and Recommendations14

Global Marketing Strategies14

Conclusion15

References16

Introduction

This Macro report is about which external factors may affect to one most popular Japanese restaurant if they want to expand their business in Melbourne (Australia). The analysis will provide a brief background to the restaurant and given better idea about its current markets and what global trends may be occurring within the fast food industry to prompt such expansion.

The report will provide a brief introduction on Melbourne and then set down a detailed analysis of the region's economy, politics, and legal system. Discussion will take place on the advantages and disadvantages which should be mull over before expansion. It will also focus on some of the current issues in Melbourne's food industry with certain information about how this expansion would be done to survive profitably, what would be the approach to deal with local competitor, what would be the market entry strategy for this food.

In the end it will provides recommendations and conclusion.

Background

Company Background

Yoshinoya Holdings Co., Ltd has been operating in Japan since 1899 through manufactures and a Japanese fast food restaurant called “Yoshinoya”. More than 1400 branches have been launched. Nutrition, fresh, healthy ingredients are considered to be the significant features of Yoshinoya. Their signature dish is beef bowl. Meanwhile, they are offering various options to their customers such as BBQ set, kid meal set, soup, salad and dessert. Moreover, some of the menus are modified with respect to different cultures. The products and services are acceptable and suitable to all-aged customers. Yoshinoya's goal is to be a successful Japanese fast food restaurant in the world (Yoshinoya, 2010).

Yoshinoya's success story as a global player

The first Yoshinoya restaurant was opened up by Eikichi Matsuda in Tokyo, back in 1899. The location was Chuoku's (Tokyo) Nihonbashi market. The restaurant belonged to Mr. Matsuda, and was named after the place where he ...