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Hummus Bar: Dipping into International Markets
內容大綱
The founder of Hummus Bar, a successful restaurant in Hungary, is considering expansion. He is struggling to identify and select the most promising market. Should he pursue domestic expansion or consider internationalizing his concept? The founder wants to recruit and involve additional investors to spread risk, enhance the brand through diversified skill sets and ensure he selects the most appropriate entry strategy.
學習目標
This case is appropriate for use in international business, marketing and strategy classes to illustrate market selection and market entry strategies. Using both quantitative and qualitative information, students will determine which markets and entry modes are most suitable. <br><br>The teaching objectives include the following:<ul><li>To evaluate potential international markets using various business models.</li><li>To develop multidisciplinary decision-making skills. </li><li>To use quantitative data to make decisions.</li><li>To prioritize foreign markets to determine which countries, if any, the decision maker should enter. </li><li>To consider and evaluate several modes of market entry. </li></ul>