This essay explores the global expansion strategies available to Connect Catering Services, a successful UK-based catering business aiming to increase its market share internationally. It primarily focuses on franchising as a viable method, highlighting its benefits such as risk diversification, reduced investment, and leveraging franchisee knowledge, while also acknowledging potential drawbacks like less control and negative impacts on brand image. The essay also discusses the National Competitive Advantage theory as a framework for navigating international market risks, emphasizing factor conditions, demand conditions, and firm strategy. Recommendations include conducting thorough risk-benefit analyses when choosing expansion countries and adopting a differentiation strategy for international market success. This document is available on Desklib, where students can find a wide array of past papers and solved assignments.
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