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CircusTrix: The Ups and Downs of International Expansion
內容大綱
CircusTrix Trampoline Parks (CircusTrix) was started in San Francisco, California, in 2011 after the founder first experienced an indoor trampoline park. Less than five years later, the business had grown to more than 28 facilities worldwide, grossing US$24.5 million in 2014 alone. The company had originally expanded internationally to maintain its first-mover status in the emerging extreme recreation industry, but was now facing a problem that could derail the company’s international growth for years to come. A customer in the brand new CircusTrix park in Edinburgh, Scotland, had injured himself and blamed CircusTrix. As a result, city officials had shut down the facility, with another park scheduled to open in just over two weeks in Glasgow. The public relations issue was threatening to cost the founder not only his brand new operations in the United Kingdom, but likely also the additional upcoming locations in Germany, France, and Holland.
學習目標
This case is designed for use in international business programs at the undergraduate level, but all discussions and assignments could be used at the graduate level, if approached with greater scrutiny. After completion of this case, students will be able to<br><ul><li>evaluate the attractiveness of a market;</li><li>outline the challenges of international expansion;</li><li>perform a PEST analysis and generate an actionable strategy based on the result; and</li><li>identify and discuss the various options businesses have for international expansion.</li></ul>