International Expansion Strategy

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International Expansion Plan for Slater's 50/50

Prepared by XXXXXXXXXX
California State University, Fullerton

Sections
1. Introduction ……………………………………………………………………………………………………………………….…3 2. A View of the Company ………………………………………………………………………………………………………...4 3. Reasons for International Expansion ……………………………………………………………………………………..6 4. Advantages and Disadvantages of Expanding to Japan …………………………………………………….……7

4.1 The Economic Environment of Japan ………………………………………………………………….……7
4.2 Cultural and Social Environment of Japan ……………………………………………………………...11
4.3 Characteristics of the Japanese Market ……………………………………………………………….…12
4.4 Potential Competitors ……………………………………………………………………………………………13
4.5 Potential Clients …………………………………………………………………………………………………….15
4.6 Summary ……………………………………………………………………………………………………………….16 5. Possible Strategy for Expansion …………………………………………………………………………………………..17
5.1 Developing a Global Marketing Strategy ………………………………………………………………..17
5.2 Modes of Entry ………………………………………………………………………………………………………18 6. Conclusions …………………………………………………………………………………………………………………………19 7. References ………………………………………………………………………………………………………………………….20

1. INTRODUCTION
Due to the fast paced nature and complexity of today's business world, it becomes more important for smaller companies to maintain a certain competitive advantage over its more large corporation counterparts. This is advantage is needed to survive against their competitors, foreign and domestic. Companies operating internationally have much more competition, also much more difficult market penetration capabilities. New strategies must be considered, which take into account many factors such as the cultural environment of the country in question for international expansion. The following report introduces Slater's 50/50, a Southern California burger restaurant who has won many awards and been featured on television. The report will elaborate on the factors that must be taken into consideration before any international expansion can occur. First, the report will give a view of the company and the services it offers, including the types of clients. Second, the reasons for the idea to expand will be suggested. Third, it will introduce the country that is being considered for expansion, which in this case is Japan. Next will and in depth analysis of the advantages and disadvantages of expansion into Japan. This including potential clients and demand, cultural and social differences, and more. The last thing discussed in this report will include the possible strategy for penetration into the Japanese market. The goal is to find out the best way of market penetration.

2. A View of the Company
Slater’s 50/50 was founded in 2009 in Anaheim Hills, California by Scott Slater. Teaming up with Executive Chef Brad Lyons, they created the world’s first 50/50 Burger – 50 percent ground bacon and 50 percent ground beef – taking the Southern California restaurant scene by storm. In 2011, the second Slater’s 50/50 opened in Huntington Beach followed quickly by the San Diego location. Since opening, Slater’s 50/50 has won a number of awards and accolades including “Best Burger” by The Orange County Register, OC Weekly and FOX 5 San Diego as well as “Best New Restaurant” by San Diego Magazine. (Slater's50/50.com) Some of their other awards includes best dive bar, best happy hour, and best new business. They have also become famous for their bacon infused EVERYTHING. Bacon patty, bacon shake, bacon brownie, and even bacon infused cocktails. There are currently 6 locations, including the original location in Anaheim Hills, Huntington Beach, Lake Forest, Pasadena, San Diego, and the newest location in Rancho Cucamonga. Slater's is not just another ordinary burger restaurant, they offer a "build your own burger" style of service. This includes: (From TheBurgerReview.com) •7 meat patties choices and 1 vegetarian patty choice

4 bun choices
•...
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