Objective
Identify and evaluate international business strategy challenges, opportunities and risks. Assess international market opportunities
Ascertain implications to current or previous strategy.
PAPER SHOULD CLEARLY:
Demonstrate critical and analytical thinking in regards to business assessment and strategic plan development.
Evaluate/correlate implications of external environment/risk to business results.
Apply relevant terms and concepts from all course content.
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Assignment:
Harvard Business Review (HBR) Case Study Wendy’s: A Plan for International Expansion
Read the case and address these questions. Be sure to support your assertions/position with evidence from case.
Consider: all aspects of business (value chain, competitive market), four areas of risk and concepts and strategies we have learned in this course. Think about Chapter 11 Strategy learnings (types of markets, strategic alternatives vis a vis standardization/localization pres- sures). For Q#3 you might want to research Wendy’s current marketing mix in the US.
1. What are the implications of past international expansion failures to Wendy’s present expan- sion efforts?
2. What specific/unique challenges and opportunities does expansion into Africa pose to Wendy’s?
3. Choose any one of the other markets discussed in the case: In a compare and contrast ap- proach with Africa, evaluate how the marketing mix (positioning, product, promotion, place, price) would be adapted in order to capitalize on the expansion in each foreign market. (Choose three of the five elements as you see most relevant to question).
4. In light of your assessment of Q1-3, should Wendy’s pursue international expansion in the countries discussed in the case? Why/Why not. Support.
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