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International Market Assessment and Entry – United States’ Fast Casual Firm Entering the Brazilian Food Market

Bizzotto Magalhaes Garcia, Rafael
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1560964690816666

Abstract Details

2019, Master of Arts (MA), Ohio University, Latin American Studies (International Studies).
This thesis strives to analyze the fast casual food market in order to understand if Chipotle would be successful in Brazil and what the concerns would be if the American chain decides to internationalize its operation to Brazil. This thesis has developed as a prospective case study based mainly on business and cultural analysis. The study analyzed Brazil by using the theory of market assessment, and also analyzed the fast casual, fast food, and food service industries and products by applying other business theories such as PESTEL, Porter Five Forces and VRIO. Furthermore, the study interviewed one entrepreneur in the fast casual industry in Belo Horizonte, Minas Gerais, Brazil to understand the local industry dynamics. Regarding all the information analyzed, this thesis creates a business model that consists on explaining how Chipotle would operate in the country. Brazil is an attractive market for Chipotle, there is room for rapid growth, and Chipotle could provide a positive impact for Brazilians.
Arthur Hughes (Committee Member)
Patricia Toledo (Committee Chair)
Grigorios Livanis (Committee Member)
Michael Geringer (Advisor)
125 p.
Business Administration; Business Community; Business Costs; Business Education; Cultural Resources Management; Economics; Finance; International Law; International Relations; Latin American Studies
International business; Brazil; Chipotle; internationalization of companies; internationalization; fast casual; fast food; quick service; international market; strategy; management strategy; international consulting

Recommended Citations

Citations

  • Bizzotto Magalhaes Garcia, R. (2019). International Market Assessment and Entry – United States’ Fast Casual Firm Entering the Brazilian Food Market [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1560964690816666

    APA Style (7th edition)

  • Bizzotto Magalhaes Garcia, Rafael. International Market Assessment and Entry – United States’ Fast Casual Firm Entering the Brazilian Food Market. 2019. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1560964690816666.

    MLA Style (8th edition)

  • Bizzotto Magalhaes Garcia, Rafael. "International Market Assessment and Entry – United States’ Fast Casual Firm Entering the Brazilian Food Market." Master's thesis, Ohio University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1560964690816666

    Chicago Manual of Style (17th edition)

ohiou1560964690816666
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This open access ETD is published by Ohio University and OhioLINK.