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Growth and Global Expansion

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Discuss the nature of franchising. ... Chili's, a U.S. based restaurant chain that offers Mexican food, has its ... Why is Chili's so successful in Monterrey? ... – PowerPoint PPT presentation

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Title: Growth and Global Expansion


1
Growth and Global Expansion
2
Learning Objectives
  • Identify the expansion strategy that a service
    firm is using.
  • Discuss the nature of franchising.
  • Discuss the factors to be considered in
    multinational development.
  • Describe and contrast global service strategies.

3
Expansion Strategies

Single Service
Multiservice
Focused service Clustered
service Single Dental practice
Stanford University Location
Retail Store Mayo Clinic
Family restaurant USAA
Insurance Focused
network Diversified network Multisite
Federal Express Nations Bank
McDonalds
American Express Red
Roof Inns Accenture
4
Franchising
  • Benefits to the Franchisee Management
    Training Brand Name National Advertising Acquis
    ition of Proven Business Economics of Scale
  • Issues for the Franchisor Franchisee
    Autonomy Franchise Contract Conflict Resolution

5
Generic International Strategies
 
Transnational Strategy
Global Strategy
High
Force Towards Global Integration
No International Strategy
Multi-domestic Strategy
Low
 
Low
High
Force Towards Local Responsiveness
6
Multinational Development
  • The Nature of the Borderless World
    (Triad) Customers - information has empowered
    Competitors - nothing stays proprietary Company
    - fixed costs require large markets Currency -
    become currency neutral Country - deprive
    competitor of home market
  • Planning Transnational Operations Cultural
    Transferability Worker Norms Host Government
    Policy

7
International Strategic Service Vision
 
 
8
Considerations in Selecting a Global Service
Strategy

Globalization
Global Service Strategies
Factors
Multicountry Importing
Follow Your Service Beating
the
Expansion Customers
Customers Offshoring Clock


Customer Train local
Develop foreign Develop
Specialize in Provide Contact
workers language
foreign back- office
extended
cultural
sensitivity customers office
service hours of
skills

components service Customization
Usually a Strategic
Re-prototype Quality and
More need for
standard opportunity
locally coordination
reliability
service

coordination Complexity
Usually Strategic
Modify Opportunity for
Time
routine opportunity
operations focus
compression Information
Satellite On site advantage Move
Training Exploit
Intensity network
experienced
investments opportunity

managers
Cultural Modify
Accommodate Could be
Cultural Common
Adaptation service
foreign guests necessary to
understanding language

achieve scale
necessary Labor
Intensity Reduced Increased
labor Hire local Reduced
labor Reduced labor
labor costs costs
personnel costs
costs Other
Government Logistics
Inadequate Home office
Capital
restrictions management
infrastructure employee
investments

morale
9
Topics for Discussion
  • Recall that service operations can be classified
    as processing people, goods, or information.
    What challenges are faced in each category when
    globalization is undertaken?
  • Chilis, a U.S. based restaurant chain that
    offers Mexican food, has its largest
    establishment in Monterrey, Mexico. Why is
    Chilis so successful in Monterrey?
  • What is the inherent conflict in a franchising
    arrangement?
  • What explains the continuing trade surplus in
    services for the United States?

10
Interactive Exercise
  • Break the class into small groups with at
    least one international student in each group, if
    possible. Based on overseas travel, have the
    group report on features of day-to-day living
    that they have found different from home and
    worth emulating.

11
Goodwill Industries International
  • Who are Goodwills customers and how have their
    demographics changed over time?
  • How should the introduction of for-profit thrifts
    affect Goodwills decisions about the role of
    customer service?
  • How can Goodwill differentiate itself from the
    competition?
  • Visit http//shopgoodwill.com/ where Goodwill
    auctions items of special interest and discuss
    why this on-line store has great profit
    potential.

12
Goodwill Industries International Sources of
Revenue
13
FedEx Tiger International Acquisition
  • Describe the growth strategy of Federal Express.
    How has this strategy differed from those of its
    competitors?
  • What risks are involved in the acquisition of
    Tiger International?
  • In addition to the question of merging FedEx and
    Flying Tigers pilots, what other problems could
    be anticipated in accomplishing this merger?
  • Suggest a plan of action that Fred Smith could
    have used to address the potential acquisition
    problems given in your answer to question 3.
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