External Analysis of Kartoffel the Original SRL

External Analysis of

Kartoffel The Original S.R.L.

1. Introduction

Kartoffel The Original S.R.L. it is a Romanian company with activity in Restaurants and Fast Food Industry. Legal office of the company is in Bucharest and two restaurants in first cities of Romania, Bucharest and Timisoara. Both are located in commercial shopping centers. First was open in Iulius Mall Timisoara in 2005, in concept of Fast Restaurant. Second restaurant was open in Auchan Titan Bucharest in May 2011.

- ‘’Varied menu for own taste’’ & ‘’If you care about the weight, we are the best option’’

Company mission is to create a fast food meal in a healthy, delicious and varied option. Kartoffel team created this using fresh ingredients and vegetables, for varied salads, being aware of customers’ tastes and suggestions.

Baked potato filled with fresh salads it is the icon of company. Also a part of company success is the option to fill the potato on customer own chosen mix of salads. All the dishes are prepared keeping high hygienic standards at a high level.

Another famous dish of Kartoffel are ‘’Papanasi’’, a traditional Romanian desert made from boiled pastry filled with fresh crème and any kind of sour jam.

- Why Kartoffel?

1) For us health is on first place.

2) For us quality is a MUST.

3) Our receipts were tested successfully.

2. External Situation of Kartoffel The Original S.R.L.

For my analysis I will use a part of marketing analysis from Lovelock and Wirtz mixed with a section of (SW)OT analysis, with focus on external environment

2.1 Market analysis

1) Market Size: Company has to Fast Restaurants located in capital of Romania, Bucharest and another in third city of the country , Timisoara. Looking at total population of the cities is summing around 2,5millions inhabitants excluding metropolitan area population.

Both restaurants are located in big commercial centers (malls), which mean daily afflux of customers. For a good image of market size, Romanians Malls Centers are in a total of 62, and Bucharest Restaurant is located in the 8th mall of Bucharest, with a turnover of 9,3 millions €

Foodservice was valued at 8.5 millions RON in 2007 or approximately €2.39 billion.