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Chipotle Case Study Essay

578 Words3 Pages

Chipotle is a very successful fast food restaurant business within the domestic boards of the United States; therefore it would seem like the next step would be to expand the business internationally. There are many opportunities to be enjoyed by expanding Chipotle into the international market, however there are also many challenges that need to be considered before this decision is made. Some of the great opportunities Chipotle has the ability to achieve when expanding internationally are things such as increased profits, well recognized brand name, and growth. The strongest motivator for a business to expand is the idea that more Chipotle restaurants equal more profits. This idea can be found valid if the expansion into foreign markets …show more content…

Location can determine how well a business will do in another country. If a business for a fast food restaurant decides to build in the middle of sacred ground, this could be detrimental to the business. For example, the Starbucks located in the forbidden city in China caused a lot of political unrest. The elderly native population were angered by this choice of location. Another factor that plays a factor in how to orient your business in a foreign market is culture. Culture includes language, social norms, values and beliefs of a society. For example, McDonalds would not try to sell a beef cheeseburger to Hindus people. McDonald’s noticed the restriction of beef in this culture and revised their menu to fit this specific foreign market. Translation of slogans and advertising including billboard images and commercials will also need to be monitored. Many languages do not have exact translation of English words. For example, when KFC tried to directly translate their “finger licking good” slogan in japanese, it translated to “eat your fingers”. Obviously this slogan needed to be modified to fit this culture. All laws of another country must be obeyed when entering their market. There are no exceptions for this aspect as it could cause unrest among nations if laws are

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