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This 2 page Class Notes was uploaded by Lizzy Gruber on Sunday February 28, 2016. The Class Notes belongs to at 1 MDSS-SGSLM-Langley AFB Advanced Education in General Dentistry 12 Months taught by in Summer 2015. Since its upload, it has received 15 views.
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Date Created: 02/28/16
Ruth’s Chris Steak House Case How did Hannah make a first cut in the list of potential countries? Which variables seemed most important in the selection process? Which unused variables might have been beneficial for the analysis? Criterion o Beef-eaters o Legal to import US beef o Population/high urbanization rate o High disposable income o Do people go out to eat? o Affinity for US brands Important Variables o Affinity for US brands Very American name -> name plays a huge role in getting new customers in the door initially o Beef Eaters Restaurant appeals to beef eaters -> can’t appeal to a market that doesn’t consume their food o High disposable income Need money to spend at the restaurant Density of income level should be shown Would help determine how many potential locations the country can offer o Do people go out to eat? Won’t be successful if there are no customers Beneficial unused variables o Alternatives to US beef, that meet the same standards Ex. cheaper to import Australian beef to New Zealand than US beef o % of wealthy population that consumes meat Can help confirm the presence of specific target market What would have been your top five candidates? Explain your answer! 1. Ireland th a. Meat Consumption – 4 b. High GDP – $41k 2. France a. Meat Consumption – 5 th b. GDP – $29.9k 3. Spain rd a. Meat Consumption – 3 b. GDP - $25.5k 4. Bahamas a. Meat Consumption – 2 nd b. GDP - $20.2k 5. Hungary th a. Meat Consumption – 6 b. GDP - $16.3k GDP is less significant than meat consumption b/c GDP is an average o Ruth’s Chris doesn’t need the entire country to have enough disposable income to dine there A steakhouse won’t be successful in a country that doesn’t eat meat Hannah was focused on franchising as his mode of entry. Do the critical variables change if a different mode of entry is employed? The same critical variables are still critical b/c they have to do with the target market More legal and political variables are relevant b/c they now have to establish business in a foreign country – instead of leaving it up to someone else What are some of the internal and external challenges Hannah will face in moving from a list to actually opening restaurants? Finding franchisees Finding/importing quality beef Marketing an American restaurant to non-Americans Building brand recognition Incorporating local culture while still maintaining authentic American flavor/dishes/reputation
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