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BS2240 – Business Economics
You should answer the following topic. Your word limit is 2000 words. In-text referencing can be either Harvard style or using footnotes, either is fine as long as you are consistent. Any footnotes are included in the word limit. The bibliography/references page is not included in the word limit. All sources should be properly referenced.
You work for the coffee house brand Caffè Nero. The company currently operates coffee houses in several countries including the United Kingdom, the United States, UAE, and a number of European countries. They are continually increasing their operations in these regions, opening new coffee shops all the time. However, senior management are also keen to keep expanding into new countries, and for their next international expansion they have come up with three possibilities: Canada, Italy and Qatar.
You have been asked to conduct an initial analysis of the three possibilities. You should consider the advantages and disadvantages of entering each location, any issues that might arise should they attempt to do so, and any significant barriers that the firm would have to overcome. Senior management are particularly concerned about the former.
Ultimately you should make a recommendation regarding which of the locations, if any, Caffè Nero should investigate further.
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