INTERNATIONAL MARKETING
Case Study
Ruth's Chris: The High Stakes of International Expansion
1. What did Dan Hannah do to make a list of less than 35 potential new markets?
Which variables seemed more important in his decision-making?
2. What type of data did Dan Hanna overlook?
What unused variables might have been useful?
3. What would be your choice for the top 5 opportunities?
What equation/data did you use to reach your conclusion and why?
4. Dan Hannah focused on franchising as his mode of entry.
Do the critical variables change if a different mode of entry is used? Explain.
5. What are some of the internal and external challenges Hannah will face in moving from a list to actually opening restaurants?
Attachment:- Ruths chris.rar