international marketing

Case Study #3

Ruth’s Chris: The High Stakes of International Expansion

1. What did Dan Hannah do to make a list of less than 35 potential new markets?

Which variables seemed more important in his decision-making?

2. What type of data did Dan Hanna overlook?

What unused variables might have been useful?

3. What would be your choice for the top 5 opportunities?

What equation/data did you use to reach your conclusion and why?

4. Dan Hannah focused on franchising as his mode of entry.

Do the critical variables change if a different mode of entry is used? Explain.

5. What are some of the internal and external challenges Hannah will face in moving from a list to actually opening restaurants?