This assignment is worth 100 points (10% of your total grade). The purpose of this assignment is to give you an opportunity to apply what you have learned so far about international business foundations to a real-world situation that happened in the recent past.
Di Muro, F. (2018). Wendy’s: A Plan for International Expansion. Richard Ivey School of Business Foundation. If you purchased the case pack for Assignment #1, this case was also included. If not, see “Individual Assignments Overview” above for a link.
This case touches on material we have covered throughout the course; in addition to more recent chapters (especially 12-16, be sure to consider concepts discussed in chapters 2-5 when writing your responses).
Background and Alternatives
As the case explains, Wendy’s has a weak track record in international expansion; however, with slow growth and fierce competition in the US fast food market, international markets provide the primary opportunity for growth for both Wendy’s and its major competitors.
The case suggests several countries in Asia, Africa, and South America that Wendy’s could consider entering. To simplify things, we will narrow the consideration down to three possibilities: South Africa, India (where Wendy’s has just two restaurants at present), and Colombia.
Of the three countries listed above, which one do you think is the best choice for international expansion for Wendy’s? Explain your reasoning. Be sure to consider a variety of factors, and to address both the advantages and disadvantages of your choice. There is not a “right” answer to this question; rather, the quality of your analysis is what matters.
What challenges related to supply chain management will Wendy’s face if it enters your chosen country?
What challenges related to marketing will Wendy’s face if it enters your chosen country? How will the company need to localize its product, pricing, distribution, and promotion strategies to address these challenges?
Your supporting arguments are more important than your recommendations, so be sure to provide solid arguments supported by facts in the case. Your answer to #1 should primarily discuss advantages of your chosen alternative, but will be stronger if you also address key disadvantages of the two other alternatives.
You may do some research if you think it will be helpful; however, this is not expected. Also, although Wendy’s has announced a general intent to expand overseas, it hasn’t happened yet and they haven’t announced any details, so don’t bother looking online to see what choice they made.
Format and submission requirements
Click the link above and submit your assignment as a Microsoft Word document.
Your assignment should be at most 1,000 words long. This requires you to be complete but concise.
See the Individual Assignments Overview item in this area for rules and guidelines about content, format, citations, and late penalties.
See the rubric attached to this assignment for grading criteria.
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