Feasibility Study Milan

Project Group 09 Lauran Beers

Tim Denissen

Joey Gillissen

Carolin Quast

Justine Roche

Bryan Thijssen

Avans School of International Studies 10th June, 2011

-------------------------------------------------
Executive Summary

Oil & Vinegar is a chain of culinary gift shops that was founded in 1999 by Dutch entrepreneurs John Blogg and Femke Stevens. The concept has been praised for its unique retail formula and exclusive positioning. The brand has, since its establishment, expanded with 84 retail stores spread over twelve different countries using a master franchise business model. “Oil & Vinegar”, which is the actual and only brand of the company, offers a wide variety of products. All of them fall under one of the following categories: appetizers, herbs and spices, salads and dressings, oil and vinegar, pasta products, sweet food, biological products and gift sets. (ASIS-IBMS, General information O&V, 2011)

The reason for writing this report is to research whether Oil & Vinegar is able to expand to Milan, Italy. Oil & Vinegar operates on the business-to-consumer food retail market where they are categorized as food specialists. The research will show whether the market is attractive or not.

This report contains information about the four separate parts of feasibility, which are market-, product-, organizational-, and financial feasibility. From all parts together, a conclusion will be drawn. When all four parts are feasible, the project will be accepted. When one or more parts are not feasible, the project will be either dropped or rethought. The research for every feasibility part consists of different sub-subjects as well. These subjects will be explained further in the report.

Every feasibility part looks for different factors in order to determine whether Oil &