Managing International Business | Leon Restaurant

Running head: MANAGING INTERNATIONAL BUSINESS
MANAGING INTERNATIONAL BUSINESS
Name of student
Name of university
Author’s note:

MANAGING INTERNATIONAL BUSINESS1
Executive summary
Leon in order to enter into market of Portugal needs to ensure effective strategies to manage
market challenges and for this identifying a proper market entry strategy is required. It is
recommended that, Leon consider joint venture to enter in market of Portugal. This will allow
them to obtain detailed knowledge regarding local market, its consumers, their preferences
for food and along with this, it will also provide context to share risks in business. While
opting for joint venture it is recommended to define a common vision for joint venture while
integrating organizational missions and visions for ensuing success in this joint venture.
Although in joint venture, business risks are shared between organizations, it is important to
identify how these risks will be shared and for this designing a plan is recommended so that
organizations identify how risks in business will be shared between them. Another important
aspect that is recommended in this context is that while considering organizations for joint
venture, companies need to be analysed in terms of their reputation in local market and their
experience in restaurant industry as well.

MANAGING INTERNATIONAL BUSINESS2
Table of Contents
Introduction:...............................................................................................................................3
NATIONAL ENVIRONMENTAL ANALYSIS:......................................................................4
PESTEL analysis:...................................................................................................................4
MARKET ENTRY STRATEGY:..............................................................................................6
Sole venture:...........................................................................................................................6
Joint venture:..........................................................................................................................8
Conclusion:..............................................................................................................................10
Recommendations:...................................................................................................................11
References:...............................................................................................................................13

MANAGING INTERNATIONAL BUSINESS3
Introduction:
Leon is one of the leading restaurant chains offering fast food to its consumers worldwide.
This restaurant chain, established in 2004 with headquarter in United Kingdom servers
consumers worldwide (LinkedIn, 2020). Along with United Kingdom, it has restaurants in
countries like Ireland, Netherlands, Norway, Spain and United States. However, in order to
expand its international business, it has decided to enter into Portugal, a country it has not yet
explored.
It has entered in Scandinavian market and signed a franchise deal with UMOE restaurant that
also works for Starbucks, TGI Fridays, Peppes Pizza, Burger King and Blender franchises in
Norway. It will serve healthy fast food and coffee at the Oslo Central Station site. It has also
provided a food truck at Aker Brygge pier where a limited number of menu will be served
from its classic menu items.
Along with this, it has also opened its new restaurant in Gran Canaria Airport and this is a
flagship restaurant from the organization.
However, Portugal is still a new market for this organization and as they are trying to enter
into this market, they need a proper analysis of market to identify business strategies for
ensuing business success as well. In this consultancy report, a PESTEL analysis is provided
for that identifies political, economic, social, technological, environmental and legal aspects
of this market to ensure that business strategy is in accordance with these aspects required for
ensuring success in the business as well.
Along with this PESTEL analysis, this consultancy report has also provided analysis of three
market entry strategies that will help this organization in ensuing that strategy to enter into
this market is effective and efficient as well.