Wendy's: A Plan for International Expansion by
Fabrizio Di Muro. For the following questions, please provide a
full detailed response concerning the case study provided
As the case explains, Wendy's has a weak track record in
international expansion; however, with slow growth and fierce
competition in the US fast food market, international markets
provide the primary opportunity for growth for both Wendy's and its
we will narrow the consideration down to three
possibilities: South Africa, India (where Wendy's has just two
restaurants at present), and Colombia.
- Of the three countries listed above, which one do you think is
the best choice for international expansion for Wendy's? Explain
your reasoning. Be sure to consider a variety of factors, and to
address both the advantages and disadvantages of your choice. There
is not a "right" answer to this question; rather, the quality of
your analysis is what matters.
- What challenges related to supply chain management will Wendy's
face if it enters your chosen country?
- What challenges related to marketing will Wendy's face if it
enters your chosen country? How will the company need to localize
its product, pricing, distribution, and promotion strategies to
address these challenges?