Ruth's Chris: The High Stakes of International Expansion

In 2006, Ruth's Chris Steak House was fresh off of a sizzling initial public offering and was now interested in growing their business internationally. With restaurants in just four countries outside the United States, a model to identify and rank new international markets was needed. This case provides a practical example for students to take quantitative and non-quantitative variables to create a short list of potential new markets.

This case is appropriate for use in an international business course to introduce market entry strategy. It provides a practical example for students to take quantitative (e.g. per capita gross domestic product (GDP), population and urbanization rates) and non-quantitative variables (e.g. political and social issues) to create a short list of potential new markets. It can also be used in sessions on international marketing, global franchising and business strategy.<br><br>The case can help achieve these objectives as it:<ul><li>Allows students to familiarize themselves with relevant procedures for short-listing possible new markets via identifying critical variables</li><li>Encourages students to discuss the primary problems confronting the franchisor in balancing quantitative and non-quantitative data</li><li>Provides an illustrative example of an experienced company venturing out of its comfort zone</li><li>Asks students to create a list of countries - and the methodology employed to create that list - to answer the question, where do we go next?</li></ul>

• Market Strategy
• International Business
• International Strategy
• Market Entry