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Consider: all aspects of business (value chain, competitive market), four areas of risk and concepts and strategies we have learned in this course. Think about Chapter 11 Strategy learnings (types of markets, strategic alternatives vis a vis standardization/localization pressures). For Q#3 you might want to research Wendy’s current marketing mix in the US. 1. What are the implications of past international expansion failures to Wendy’s present expansion efforts? 2. What specific/unique challenges and opportunities does expansion into Africa pose to Wendy’s? 3. Choose any one of the other markets discussed in the case: In a compare and contrast approach with Africa, evaluate how the marketing mix (positioning, product, promotion, place, price) would be adapted in order to capitalize on the expansion in each foreign market. (Choose three of the five elements as you see most relevant to question). 4. In light of your assessment of Q1-3, should Wendy’s pursue international expansion in the countries discussed in the case? Why/Why not. Support.
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