The
American burger chain, Fatbuger has taken an interesting route in the strategy
of global expansion. The Los Angeles
Based Company, which currently has 200 international locations, has become
known for their expansion into less than desirable locations. Andy Wiederhorn,
the firm’s founder recognizes the demand and desire for American brands in
foreign countries. With strong competition in the United States and the pending
financial crisis in 2008, the company went global in 2007.
Numerous
of Fatburger’s locations are settled in places experiencing tumultuous times.
However, this does not concern the company.
Before expanding anywhere significant research is done. This research
starts as examining all risk and concerns and then identifying how to best deal
with them. One of the recommendations made for this research is using a
consulting group. In addition, it was stated that a U.S. management team could
not accurately access dangerous locations for expansion without an expert team
in that location.
With
the reports that have been written in this class examining countries for
business opportunities, very few would recommend entering a country with any
kind of dangerous situation. This article raises the point that if it is done
correctly and through a thorough process companies such as Fatburger can be
successful.
Source:http://www.businessweek.com/printer/articles/235312-how-one-burger-chain-profits-from-turmoil-abroad