Eslsca- Winter 2014
International Marketing- Midterm Exam
Instructor: Dr. Shahira El Alfy
Note: your answers are evaluated based on your understanding of the concepts, your analytical skills and your capability of relating the concepts to the business world. This is expected to be an INDIVIDUAL effort
In light of the case study attached “Ruth’s Chris: The High Stakes of International Expansion” and any other resources you think might be relevant to the questions below. Answer the following questions analytically
1. What do you think of the decision criteria being used in the selection of potential nations for expansion? Are there other criteria the company should have included? 2. Of the four potential options for growth, which assumes the most risk? Which is the most risk averse? Defend your answer.
3. The market analysis of each of the potential countries designated for expansion could be conducted using quantitative and qualitative decision variables, such as cultural similarity/ cultural distance, ease of doing business, and perceptions of corruption. Based on the information in the case, make a case for the country Ruth’s Chris should choose based on the following: a. Quantitative variables available in the data table select two potential markets and justify your selection.
b. For the two potential markets selected, conduct a comparative study using qualitative measures such as cultural similarity/distance of the selected country from the united states, ease of doing business, perceptions of corruption ( Hint: identify the scores of the two selected countries in terms of the qualitative measures then comment).
4. Which marketing tactics will Ruth’s Chris have to examine and possibly change when operating in other countries?
All the Best
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