Michel’S Patisserie
Global Marketing
325-309
Assignment 2: Michel’s Patisserie
Word Count: 1979
(excluding title page, executive summary, tables, and bibliography)
I Executive Summary
This report analyses the expansion of Michel’s Patisserie into the Chinese market through the creation of joint venture franchise agreements. Michel’s will be evaluated based on the motivations for expanding to China, process of internationalisation, choice of entry mode, and standardisation versus adaptation decisions. This analysis will be undertaken so that recommendations can be made to determine the most effective means of securing the future success of Michel’s in Shanghai. It will be demonstrated that while the motivations for expansion were fundamentally sound (being largely proactive rather than reactive), Michel’s Australian managers should have invested more time and money into research before the commitment was made. The process of internationalisation was perhaps too informal and......
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Approximate Word Count: 2434
Approximate Pages: 10 (250 words per double-spaced page)
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