Abstract
Nowadays, the World has become a one big country with borders transparency and unique money. This phenomenon, called globalization, has made it harder for companies to survive against competition and international firms. Indeed, companies can become unprofitable and go bankrupt. This is why they must innovate and surprise customers with new products, services or locations. To do so, they must implement a strategic marketing plan on the basis of three simple analyses:
-The external analysis which includes things that the company cannot control.
-The internal analysis which includes things that the company can control.
-The realistic expectations which answer the question: How much can we realistically expect to sell on the short and the long term?
By asking these three questions, we can decide or not if we should start the new concept or implement the company in a new location.This essay is going to give an overview of this marketing plan by implementing the California based company In-and-Out Burger in Paris, France. This fast food chain was created in 1948 with the first drive-thru system or this essay, a first part will focus on the description of the company and the definition of the new project. Then in a second part, we are going to analyze the external environment as well as the internal environment in a third part. To finish, we are going to study the realistic expectations of the project and see if we should or not move forward.
