Burger Delight's market viability for expansion into Kenya

Burger Delight Expansion to Kenya was recently contacted by the Kenyan Minister of Trade and Commerce in relation to Burger Delight commencing operations in Kenya. With the Minster's support for this, I have investigated the Kenyan market to ascertain whether it would be a viable market to enter. Based on this research, I have concluded that the possibility is worth considering further. Please find to follow a summary of the research conducted, with reasoning showing the viability of expansion into Kenya.

Kenyan Economy

The Kenyan economy has been stagnating due to poor government and poor management since the 1990's, however despite these setbacks Kenya is well placed to serve as an engine of growth in East Africa (Emulate Me). In 1993, Kenya had the support of the World Bank and the IMF and economic performance improved remarkably. Since that time, various events caused a downturn in the economy. In 1999 a new economic team was put in place to manage the reform and the World Bank and the IMF have renewed their commitment to Kenya (Emulate Me). In this environment, the future for Kenya can be expected to be one of economic growth. In this environment, the Kenyan government is also keen to encourage development in Kenya and so would be receptive to Burger Delight's expansion into the area.

Kenyan Culture

Kenya has a diverse population with the majority of the population concentrated in cities. The living conditions in cities were once high compared to much of Africa, but have been declining with the declining economy (U.S. Department of State). With the economical environment expected to improve, the living conditions will also improve. It is also important to note that the United States and Kenya have good relations, with about 35,000 Americans visiting each year and over 6000 Americans living in Kenya, almost 4000 of them serving as missionaries (U.S. Department of State).

Kenyan Diet

The Kenyan diet is very versatile, reflecting a versatile culture. The Kenyan diet includes African dishes, English dishes and Indian dishes (JamboKenya). Quality beef is popular and restaurants in major cities offer good quality foods and American products such as Coca Cola are already in the market (JamboKenya). In this environment, Kenyan's would be receptive to American foods, especially if these foods were available in cities at reasonable prices.

From this research, it is recommended that this opportunity be considered further. After looking at this brief overview, please contact me to discuss this opportunity further and advise if any further information is required.