Unit 53 assignment details Pizza GoGo's Greek market entry strategy, PESTLE analysis, Ansoff growth options, €1.36M venture capital plan, competitor analysis, and exit strategies like business sale.
Growth planning is defined as continuous business planning procedure which aids businesses to be concentrated, grow swiftly and adjust swiftly to change. In order words, it is a strategic business activity which permits business owners to track and plan organic development within their revenue. It enables businesses to allot their restricted resources towards a focussed effort in order to adapt to evolving changes within the industry (JOHNSON, et al, 2019). The report will focus on planning for growth of Pizza GoGo. It is a British pizza chain. The company begin its operation in year 1987 with its first outlet opened within London. With the time, it has diversified to ninety restaurants worldwide, still its chief present is within the Southeast of England. The business offers a range of pizza-based menu products involving garlic bread, deserts and more. Further, the company would like to diversify further to countries like North America and Europe, as these countries are well-thought-out appealing marketplaces for pizza.
This report will study and scan the growth opportunities for Pizza GoGo in Greece, which is one country within South-eastern Europe. Linking competitive edge with chances or opportunities for growth, it will analyse the chief factors that company should take into account. Further, utilising Product Life Cycle and PESTLE analysis, the report will critically assess the opportunities for progress in order to establish an understanding of the competitive edge at the company. Moreover, it will critically analyse potential sources of funding available to the company. This report will further develop a detailed and comprehensive business plan for investment and growth, offer a critical analysis of possible succession or exit options for the company.
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Diversification by Pizza GoGo within Greece represents numerous opportunities for growth. Although, there are chief factors to take into account for confirming that the company succeed within a new market. These factor involve customer preferences, market demand, competition, cultural diversity and much more. Further, for critically analysing the opportunities for growth for establishing an understanding do the competitive edge at the company, PESTLE analysis can be done. It is a tool or framework utilised by businesses for evaluating and monitoring key external factors which are elaborated below in terms of Pizza GoGo expansion into Greece:
Product life cycle (PLC) is the journey a product goes through from ideation and growth to the time period it is removed from the market (Zindros, and Anagnostopoulou, 2024). The PLC for the brand’s menu items within Greece would expected to adhere to the stages elaborated below:
For evaluating growth opportunities for brand in Greece, application of Ansoff’s Matrix can be helpful. It is framework which can help in exploring numerous growth strategies for business, concluding with opportunity which offers most appropriate plan for expansion. The framework has offers four growth strategies which are:
Growth strategies which Pizza GoGo can sensibly consider is Market Penetration and Product development. In context of market penetration; as pizza is well-known in Greece, the brand can concentrate on improving share in Greek market through targeting tourist areas and urban hubs. Loyalty programs, collaboration with local food delivery businesses, and promotional marketing campaigns, can help in improving consumer acquisition. Further, increased competition and market saturation from foreign and local companies can limit development. In order to mitigate such risk, emphasizing on innovative marketing, improved customer support and adopting menu items as per local tastes is going to aid to distinguish the brand from other players in the market.
Moreover, in terms of product development; launching exclusive and unique food items, like Greek-animated pizza like with baby spinach, olives, and feta, or broader variety of vegan choices, can assist to appeal customer who are searching for creative food items and categories (Abdul-Azeez, et al. 2024). Further, there are risks to such growth strategy, significant investment in likely alignment with tastes of consumers in Greek market as well as product formulation. For mitigating such risks, Pizza GoGo can do market evaluation and trial assessment of new food items in selected hotspots in order to know response of customer prior to complete implementation.
As the brand look forward to diversify its business operations within Greece, it will require significant funding in order to provide for the costs related to opening new restaurants, adapting its offering as the local tastes and preferences, and marketing campaigns. Two potential sources of funding accessible to Pizza GoGo are as follows:
Venture Capital
Venture capital (VC) is a type of private equity funding which is usually offering to companies and start up at nascent stage. Often, it is given to firms which display substantial revenue generation and pontifical for growth. It covers raising funds from investors who offer funds in exchange for equity possession. Such type of source of funding is generally appropriate for companies looking forward to expansion and heightened growth.
Advantages of this venture capital funding is obtainability significant amount of money and probability of getting mentorship and tactical tips form the high knowledgeable investors. Further, venture capital firms support diversification and scaling business operations, that is crucial for the brand’s growth within Greece (Nguyen, Nguyen, and Nguyen, 2024). However, is can even result into loss of regulation and equity, and also puts high pressure for quick profitability and development. Moreover, acquiring VC funding is a complicated and time consuming process.
Loans
Loans from financial institutions and banks is widely utilised funding source for business at numerous phases of development. Often, loan offers the necessary capital for operational expenses, expansion and various other business requirements. This is a traditional and common source of funding for businesses. Pizza GoGo can get loans from financial institutions or band in order to fund its foreign investment to Greece. One of the advantages in comparison VC is, the brand would not require to give equity ownership of Pizza GoGo. The business owners would have complete decision making control as well as would not be answerable to any investors.
Further, if the brand can get a loan at a modest rate of interest, this can be a cost-efficient choice of funding for further diversification. Loans from banks and financial institutions comes up with fixed terms, because of this brand can forecast flow of cash and also manage it. However, there exists stress on the businesses to repay loans, in case if the expectations of the company regarding expansion does not align with reality, repaying loan can be challenge (Pereira Ferraz Soares Ferreira, and Marques, 2024). Loans can impact company’s debt-to-income ratio, and many a times need collateral, like instruments or property against such loans.
Justification for recommended source of funding
A source of funding which would be most suitable for Pizza GoGo to expand its business operations to Greek market is Venture Capital. Since the brand is tapping into a new market, the tactical assistance, sector related perceptions, as well as network which VC’s provide can considerably make the entry procedure to Greek market easy. Further, their mentorship can assist the brand to accept and adapt easily with the local customer tastes and operational issues in the country. Further, VC offers an improved opportunity for sharing risk. This will help the company to concentrate on improvement without taking stress about instant repayment of money (Yurynets, and Yurynets, 2023). Moreover, expansion of Pizza GoGo will probably need an investment time prior to earning profits. With VC, the brand can emphasize on improving its business and scaling up operations.
Overview of the business
Pizza GoGo, a Britain pizza and fast-food chain, intending to diversify its business operations into Greek market. The Greece foodservice market produced or generate a returns of $13.6 billion in the year 2021. The sector is expected to develop at a CAGR of higher than 6 percent during estimate period (Greece Foodservice Market Report Overview. 2025). This states a developing fast-food sector, and the country also has a solid culture of pizza eating, and rising demand for reasonable and good-quality pizza. Through exploiting its modest pricing practices, fresh raw material and immediate delivery facilities, the brand can found a robust presence within the Greece.
Product and service description
Pizza GoGo will provide an assort menu in Greece, which will involve items like classic pizzas like Ladenia Kimolou, speciality pizzas like meat feast, Greek special, DIY (do-it-yourself) pizzas, and customised pizzas. Further it will also involve vegan and vegetarian options, and other dishes like chicken wings, garlic bread, and desserts. Along with this, the brand will come up with a Pizza insipid by Greek tastes in its own style, with topping like seasoned lean ground beef, tomatoes, slick black olives, onions and feta cheese.
Unique selling proposition (USP)
The unique selling proposition of Pizza GoGo in Greek market will be reasonable prices with premium quality, and quick delivery. The brand will use high quality ingrdients and make sure that their offering would be supplied within half an hour (Tseng, 2021). Further, other USP’s of brand will be personalised menu and customer retention strategies like discounts for repeat buyers.
Business aim and objectives
Pizza GoGo aims to establish its position as a top pizza and fast-food chain within the Greek market in the upcoming years. The objectives of business are:
PESTLE analysis
| Political factors: As Greece is the member of EU, there is stable political environment in the country. The government of the country is actively promoting foreign direct investment through incentives like tax breaks, golden visas, which create a supportive for companies like Pizza GoGo (Greece’s startup boom: What can we learn from its supportive policies? 2025). | Economic factors Economy of Greece had been hit hard by factors like government debt, unemployment rate. Although the country’s economic environment is augmenting, with rising purchasing power of consumers. Tourism sector in the country is booming creating need for fast-food outlets. |
| Social factors: Fast food consumption within Greek customers and clear tendency towards tasty, healthy, and easily obtainable can be observed. Further rising demand for food delivery facilities, offers numerous opportunities for growth to Pizza GoGo. | Technological factors: Increased usage of digital platforms and online applications for ordering food items can be seen in Greece. Adoption of the digital menus and booking tables online are the growing trends in Greek food industry. |
| Legal factors: Pizza GoGo need to comply with food safety laws by European Union. Also, the brand has to consider labour guidelines and employment costs within the Greek market. | Environmental factors Increasing demand for sustainable packaging and environment-friendly and responsible sourcing should be take into account by the brand, as these practices can affect its business. |
SWOT analysis
| Strengths: Pizza GoGo’s strengths are solid brand recognition and image in home country, UK, reasonable pricing in comparison to other players, online ordering and fast delivery. | Weaknesses: Some of the weaknesses of the brand in context of its expansion to Greece, are significant investment for tapping the new market and less awareness about brand in the country. |
| Opportunities: Opportunities for growth to the brand are collaborations with locally established fast food delivery services, and augmenting culture and consumption in relation to fast food within Greek market. | Threats: Threats which Pizza GoGo can face while operating in Greek market are powerful competition from other positioned players and fluctuations in economic environment (Zaidi, and Farooq, 2022). These variations can impact customer purchasing power, which would be a challenge for the brand. |
STP approach
Marketing mix
Competitor’s analysis
| Basis of difference | Domino’s Pizza | Pizza Hut | GoGo |
|---|---|---|---|
| Pricing factor | As compared to local pizzerias, price of dominos is high. | Pizza hut offer food items at reasonable prices. | It offers pizzas at low to medium prices in comparison to other two. |
| Delivery time | Dominos aims to deliver in thirty minutes. | Pizza Hut intend to deliver within thirty minutes. | It takes around or sometimes more than forty minutes to deliver food. |
| Market share | Dominos in Greece have high market share. | Pizza hut in Greece has moderate market share. | GoGo pizza retains low market share within Greek market. |
Management team or structure
The management team or structure at Pizza GoGo’s outlet in Greece will involve a Chief executive officer (CEO) who will supervise and managed expansion plan. A general manager who will guide brand’s vision and superintends all teams. Further, kitchen staff would be needed, including one chef, and two line cooks (Huang, et al. 2023). Moreover, a marketing manager will manage branding and promotion and an operation manager will confirm effective logistics as well as supply chain.
Budget
| Expenses | Amount (in €) |
|---|---|
| Store setup | 610,000 |
| Employee salaries | 140,000 |
| Marketing | 230,000 |
| Capital expenditures (Website and app) | 120,000 |
| Operational expenses | 260,000 |
| Total estimated investment | 1,360,000 |
Monitoring and control
8 Years | MA
Monitoring covers frequently collection information, analysing progress and comparing results with the initial strategies. And control is where measures are employed in response to perceptions gathered from monitoring. For monitoring, Pizza Gogo will use Key Performance Indicators like customer retention rate, online application downloads, sales revenue and delivery time. Further, the financial performance of the company will be assessed and audits of the customer reviews will be done in order to improve more. The brand will further integrate technology for gaining augmented business perceptions.
Since the company endures to develop, it is crucial to take into account possible succession or exit options. Such consideration would make sure that a smooth shift takes place, while safeguarding the welfares of workers, business owners and also the stakeholders of the company. Some of exit or succession strategies available to the brand are discussed below:
Selling the business
Selling the business is a usual exit strategy which covers transferring ownership to other private equity enterprise, firm or individual. This option offers business owners with instant money in hand, which further can be invested within other business ventures or utilised for own prosperity. It is particularly attractive if the business owners desire to seek other chances of growth or get retire. Moreover, selling the business requires less efforts if managed appropriately, enabling for a shift of operations and management. This can confirm that the company and its workers are assisted by new business owners (Cefis, et al. 2022). Moreover, sale of a business refers to that owners would not be covered by the dangers related to operating the brand, like competitive compression or market recessions.
However, selling a business result into loss of control, this can be tough for the owners of the company is they have a robust emotive connection with the company. Getting the suitable sale rate for the company can be difficult. In case if the company is not valued precisely, the owner of Pizza GoGo’s Greece brand might get less amount in comparison to the businesses’ worth. Few buyers might enforce conditions which need variations to the company’s business, like layoffs or rearrangement that might be disliked by workers. For mitigating such risks, the brand can involve expert professionals in such process in order to exactly value the company, search for appropriate buyers as well as confirm a flawless change of authority.
Floating the business
Floating the business means converting a private business into a public business through issuing shares for purchase by general public. Further, initial public offering (IPO) includes selling the private company shares to the public for raising capital from public investors. This way can offer Pizza GoGo with significant capital, this can be utilised for funding new market expansion, improving business operations or paying debts. Further, this approach can increase company’s visibility and eventually appeal new investors and buyers. In addition, workers can be given stock options, this can encourage a sense of authority among staff members within the company.
On the contrary, the IPO procedure requires significant amount of money and is complicated. It also needs continuous adherence with public company guidelines. Further, ownership dilution leading from issuance of public shares can decrease power of decision making doe early stakeholders and founders. Share prices of public companies can be impact by numerous external factors, like investor sentiment and economic situations (Lemley, and McCreary, 2021). In order to address such risks, the company need to cautiously get ready for an initial public offering through confirming growth possibility, limpidity as well as financial steadiness. Pizza GoGo can take help form financial advisors for the same.
Going into administration or declaring bankruptcy
In few situations, like battling with overwhelming debt, a business might go through financial sorrow, and the business owners might require to opt for bankruptcy or going into administration. Going into administration shield or protect the company from any type of legal actions, offering short-term relief to the business owners. Further, it also offers a framework to businesses in order to reform their companies into a better and feasible business. This further offers an opportunity to business to continue trading which preserves jobs and value of stakeholders.
However, going into administration or declaring bankruptcy can lead to loss of control; directors surrender business management to the manager. The brand’s financial challenges become known to large crowd, possibly impact the businesses’ reputation and image in the market. Along with this, it can be a costly process; high costs might decrease returns to creditors. Generally, shareholder and business owners also mislay their investments and the business might not recuperate any properties or assets. In order to eliminate these risks to the extent possible, Pizza GoGo can uphold robust financial wealth, evade additional debt and formulate contingency strategies for walking through unpredictable financial issues.
Overall, selling the business would be the most suitable exit plan for Pizza GoGo if the strategic situations rises. This plan orders liquidity to business owners and confirms that the company endures to function and possible grow under the fresh possessions. Along with this, it the brand retain a significant market position and attains considerable success, initial public offering can also be a choice which can be taken into account. But, declaring bankruptcy or going into administration need to be evaded, as this represent substantial risks to the brand, its workers as well as stakeholders.
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Conclusion
On the basis of above discussion, it can be concluded that it is very crucial for Pizza GoGo to have knowledge about numerous factors like market trends, consumer preferences, challenges, opportunities and so on, to effectively establish its business within market of Greece. The report aimed to analyses the factors impacting the expansion of the brand in new market. It addressed various influences in terms of diversification of the company to Greece, using framework like PESTLE analysis that emphasized political, legal technological, environmental, sociological and economic landscapes of the country. Further, by utilizing Product life cycle, the journey of business through different stages like introduction; growth; maturity; and decline has been illustrated.
Moreover, to analysing growth opportunities for the brand in new market, application of Ansoff’s matrix has been done. And, product development and market penetration growth strategies has been suggested for the expansion of the business to Greek market. In addition to this, potential sources of funding accessible to the company has been discussed such as venture capital and loan from banks and other financial institutions. Venture capital has been recommended most suitable for business through stating its benefits for the company in the particular scenario. Together with this, a comprehensive business plan for investment and growth, involving components like business description, service and products, USP, aim and objectives and so on, has been proposed. Lastly, exit or success options which the company can opt in case any strategic situation arises, has also been critically analysed.
References
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