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Global Marketing-Strategy and Practice ( Chili's ) - Essay Example

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Global Marketing-Strategy and Practice ( Chili's )

Now the restaurant chain is located in 49 states in USA and 30 other international locations. The restaurant mainly serves Tex-Mex food, which means Mexican and Texan food. Other than this they also offer other menu such as burgers, and vegetarian and non-vegetarian menu. In this report the aim is to plan out Chili’s launch in UK. The process of doing so begins with a complete analysis of the strategic factors (Brinker International, 2013). Chili’s Grill & Bar is also located in Australia, Costa Rica, and Venezuela, other than USA and Canada. Now it is planning to expand in London, UK. Every country is different and so its business environment. There are certain strategic factors which influence the decision-making of the companies during expansion or internationalization. Chili’s Grill & Bar has to consider strategic factors like international competitiveness, international growth, trade blocks, macro business environmental factors on which supply chain, logistics, and marketing would depend (Grant, 1991). Market Entry Modes This section will evaluates the market entry modes of Chili’s Grill & Bar in details, but before that decision on the international trade framework in UK is necessary. According to the American Marketing Association, international marketing is a multinational process which involves planning and implementation of concepts of promotion, pricing, and distribution strategies which will assist in providing satisfaction to the customers, and meet the objectives of the organisation (Doole, and Lowe, 2008). Chili’s Grill & Bar has to analyse the trade framework, trade barriers if any, taste and preference of the customers, players in the market, and most importantly the appropriate market entry mode, for expanding to London, UK (Barney, 1991, 1997). There various feasible entry modes available, but adaptation of entry modes depends on the trade policies of the country. Moreover, when it comes to food habits, every country is different, and people usually do not keep changing or adapting them like their fashion for clothes (Barney, 2001). UK is specifically depended on foreign trade for economic development. This is the reason why government of the company support unrestricted and free trade, and this initiative has also assisted UK in achieving recognition from European Union and World Trade Organisation. They have very free trade barriers or restrictions on foreign trade, and this proved by the fact that among 600 organisations in UK, around 60 are organisations from America. For attracting the foreign investors, the British government has adopted various programs like establishing enterprise zones, where the companies would be exempted from property, and the compensation for cost that is incurred by the companies for new factory construction. Incentives would be provided for companies located in the economically depressed areas (Advameg Inc., 2013). This are called Assisted Areas. Apart from this seven free trade zones are also offer. The extent of competitiveness in the international market is an important strategic factor which is considered because there are existing market leaders and players (Bengtsson, 1998). In London there are innumerable numbers of restaurants serving different cuisines, and also Mexican cuisines. ...Show more

Summary

Global Marketing-Strategy and Practice (Chili’s) Table of Contents Introduction: Chili’s and UK Bar & Grill Market 3 Market Entry Modes 3 Marketing Mix 8 Product 8 Price 9 Place 10 Promotion 10 People 11 Process 11 Physical Evidence 12 Standardisation or Adaptation 12 Logistics 13 Recommendation 15 References 17 Introduction: Chili’s and UK Bar & Grill Market This report aims at discussing certain significant strategic moves for expanding Chili’s Grill & Bar’s operations to UK…
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