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Product cover image for Ruth's Chris: The High Stakes of International Expansion

Ruth's Chris: The High Stakes of International Expansion

Ilan Alon; Allen H. Kupetz

Product #:9B06A034_P
Supplier:Ivey
Discipline:International Business, Marketing
Setting:United States, Global, 2005
Details:Case (PDF) • 8 pages • 2007-01-09 (Rev: 2017-05-18)

Subjects:

Market entryBusiness managementSales and marketingInternational businessMarketing

Industries:

Food and beverage sector

Geography:

United StatesNorth America
Your Price:$9.71

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In 2006, Ruth's Chris Steak House was fresh off of a sizzling initial public offering and was now interested in growing their business internationally. With restaurants in just four countries outside the United States, a model to identify and rank new international markets was needed. This case provides a practical example for students to take quantitative and non-quantitative variables to create a short list of potential new markets.

Learning Objectives

This case is appropriate for use in an international business course to introduce market entry strategy. It provides a practical example for students to take quantitative (e.g. per capita gross domestic product (GDP), population and urbanization rates) and non-quantitative variables (e.g. political and social issues) to create a short list of potential new markets. It can also be used in sessions on international marketing, global franchising and business strategy.

The case can help achieve these objectives as it:
  • Allows students to familiarize themselves with relevant procedures for short-listing possible new markets via identifying critical variables
  • Encourages students to discuss the primary problems confronting the franchisor in balancing quantitative and non-quantitative data
  • Provides an illustrative example of an experienced company venturing out of its comfort zone
  • Asks students to create a list of countries - and the methodology employed to create that list - to answer the question, where do we go next?
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Case Study: Ruth's Chris: The High Stakes of International Expansion | Ivey Publishing