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Market Selection

Development legal framework for franchising | International offer from Wok to Walk Franchise BV | International contract | International operation and intermediary selection | Future benefits and caveats | Wok to Walk Franchise BV Offer Outline | International Contract Outline | Franchising Agreement Outline | References |


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  7. International operation and intermediary selection

As the new market for Wok to Walk restaurant expansion we choose Saint Petersburg, Russia. The product is high-touch: tasty, fresh and served with good service, unique, because there are no similar restaurants in Saint Petersburg and has overall perceived image described as ‘simple, fresh, young’. Moreover, Russian people are fond of orient food and traditions, and Wok to Walk emphasize Asia as ‘area of origin’.

In order to substantiate the choice of market, we made PEST analysis and identified the main tendencies in Russian market:

Political factors:

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