New York Fries’ president and founder, along with its executive vice-president are preparing for the next biannual meeting of domestic and international franchisees. They plan to provide an update on all aspect of corporate strategy and planning for the year ahead, but they only have a few days to formulate a new international growth strategy. The president and executive vice-president are hesitant to expand into new territories partly due to poor experiences in Australia and South Korea; but international franchisees have encouraged them to investigate promising areas of expansion into China and India. Complicating matters was the future development of the company’s chain of premium hamburger restaurants. While a well-received brand in Canada, it was not yet decided if and how to internationalize the brand. How can the president and executive vice-president pursue new opportunities while maintaining their premium brands of French fries and hamburgers?
