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Essay / Research Paper Abstract
This 12 page paper considers the potential of IHOP to enter the German market. The paper looks at IHOP and its' parent company to assess the way it competes and the at the German market to asses if there is a potential match. The method of entry into the German market is assessed and a cost benefit analysis is provided with a 5 year budget. The bibliography cites 7 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEIHOPger.rtf
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Unformatted sample text from the term paper:
Pancakes, which is colloquially known as IHOP is a well known and successful chain of restaurants. Founded by Al and Jerry Laplin in 1958 in Toluca Lake, CA, the firm
started to expand in 1960 adopting the use of the franchise model right from the very beginning (IHOP, 2008). The restaurant, which offers a standard menu of high quality, moderately
priced items including unique pancake style breakfasts as well as other meals. The restaurant chain is visually recognizable through the blue A frame style restaurants and the IHOP logo. The
success of the restaurant chain is reflected in the number of restaurants which have opened; 1375 IHOP restaurants are now open, across the US, Canada and Mexico (IHOP, 2008). The
restaurant has already proved its viability as an international chain wit the expansion into Canada and Mexico, with a solid foundation in the US and experience in international markets it
makes sense that the next move in terms of expansion is to enter new markets. One area where many US restaurant chain have done well is Europe; companies such
as McDonalds, Burger King, Pizza Hut and TGI Fridays have all be able to successfully make the transition. This indicates that there is a market that is accessible, IHOP may
have a great potential in this market. One of the largest countries in Europe is Germany; this is also a country that is strategically located to facilitate further international expansion.
Although there is a potential language barrier the market may be very attractive. To assess a potential expansion of IHOP into Germany it is essential to look the firm, the
market, the way the market may be accessed and the potential returns. 2. Internal Environment IHOP has access top a great deal of expertise in terms of international expansion. Or
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