A plan for International Expansion
What impact (if any) could Wendy’s prior failures in international markets have on its current expansion effort?
What challenges or issues might Wendy’s face in making a significant expansion into Africa? Using the marketing mix (i.e., product, price, place, promotion), determine what changes Wendy’s might have to make to its operations if it opens restaurants in the foreign markets highlighted in the case.
Imagine that Wendy’s will open 1000 restaurants in a foreign market(s). Which foreign market(s) would you suggest it enter, and how many restaurants would you suggest it open in each market?