Case: Wendy’s International Expansion

MGMT 4488 Individual Case Assignment Page 1 of 3
MGMT 4488 Fall 2018
Individual Case Assignment Guideline
The purpose of the individual case assignment is to apply theory to practice and identify relevant
information to better understand the strategic challenges facing the firm (learning outcomes (a),
(b), (c), (d) and (e) as detailed on page 2 of syllabus).
Case: Wendy’s International Expansion
Prepare a brief international strategy analysis report to Wendy’s CEO Todd Penegor outlining
the international strategies that Wendy’s management needs to adopt in order to compete in the
global market and the actions you think Todd Penegor should initiate to steer Wendy’s into the
emerging markets.
Your report should contain detailed and convincing reasons in support of each one of your
recommendations. It is imperative that the support offered for each of your recommendation be
based on:
 The application of the concepts and analytical tools discussed in Session 3 (External
Environment Analysis) and Session 4 (Emerging Market Economies);
 The content of Session 7 (FDI and entry modes) and Session 11 (Managing Local
Operations) regarding international entering and operation strategies that may be suitable
for Wendy’s in building a stronger competitive position in the global fast food industry.
Guidelines
Individual case assignment will account for 15% of the total grade. The individual paper will
focus on the assigned case text. You will need to answer assigned questions. The case analysis
report must be written individually. No collaboration is permitted for the individual case
assignment. Quality of analysis AND originality of ideas are the key determinants of the grade.
Do not conduct “outside” research for the case analysis. Pretend that you are facing exactly the
same situation and information presented in the assigned case text.
Deadline: Wednesday Nov. 28th, 5:30 pm.
You must print out and hand in your assignment at the start of class on the due date. Please do
not work with classmates on this assignment – it represents individual thinking and effort.
Case study report volume should be within 7 pages (double spaced) appendices & references
inclusive (Times New Roman 12 point font, 2.5 cm margins). Please number the pages.
MGMT 4488 Individual Case Assignment Page 2 of 3
Recommendation on Individual Case Assignment Structure
Here’s an overview of the main sections of your paper:
(a) Introduction and key issues: very briefly introduce the case (couple of sentences) and then
outline or briefly discuss the key international expansion issues facing the company AT THE
TIME OF THE CASE (this should be one paragraph or two).
Please note that you should place yourself at the time of the case and pretend that you are there!
Don’t use any info that you now know and don’t use outside research. The case info may be
incomplete or ambiguous – use your skill as an analyst to do the best you can with the limited
info at hand!
(b) Environment Analysis:
 CAGE framework to analyze the countries listed in the case
 Industry and Competitor Analysis
Provide an analysis of the company’s external and internal situation/environments, using the
frameworks and material in the textbook. Again, do a “current” analysis, AS OF THE DATE OF
THE CASE. Do not spend a lot of time discussing the history of the case! For example, I don’t
need to hear from you about the company’s founder and history (you can assume I already read
the case). As far as possible, try not to repeat case facts from the text; instead, provide a high
quality analysis that uses facts and data to support your main arguments.
Note: You can develop a table to do a comparison of the different environmental factors in
different countries.
(C) International Expansion Strategy
Taking from our discussion on FDI/entry modes, provide two general international expansion
strategies that Wendy’s could use to address the issues you identified in order to enter the global
markets. Remember to discuss the advantage and disadvantage of the alternative strategies (try to
build an alignment with the environment analysis).
(d) Recommendations:
Select from the alternatives you provided – tell us what the best course of action is and how it
may be implemented. Make sure: (a) your recommendations flow logically from the key issues
and environment analysis; and (b) they are comprehensive (cover the main issues well.)
(e) Action Plan:
MGMT 4488 Individual Case Assignment Page 3 of 3
Specify the actions plan you would like Wendy’s to adopt. Discuss specific changes (e.g., with
related to product, price, and promotion) you would like Wendy’s to make if you decide
Wendy’s should adapt to the local environment (based on your environment analysis).
Grading Rubrics