International Strategic Management

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**Case Study 1 Summary: Tricon Restaurants International - Globalization Re-

examined**

The case study "Tricon Restaurants International: Globalization Re-examined" explores the
globalization strategy of Tricon Restaurants International, a leading global fast-food
company. The study delves into their globalization efforts and evaluates its impact on the
company's growth and operations.

Key Points:

1. **Introduction to Tricon Restaurants International:**

Tricon Restaurants International is a renowned global fast-food corporation known for its
popular brands such as KFC, Pizza Hut, and Taco Bell. The company expanded globally,
aiming to replicate its success in the domestic market on an international scale.

2. **Globalization Strategy:**
Tricon Restaurants International employed a well-planned globalization strategy,
customizing its offerings to suit local tastes and preferences. This strategy involved market
research, adaptation of menus, and understanding cultural nuances in various regions.

3. **Challenges Faced:**
The case study highlights the challenges faced during globalization, including cultural
differences, regulatory issues, competition, and market saturation. These challenges
required strategic adjustments to ensure successful market penetration and sustainable
growth.

4. **Success Factors:**
Despite challenges, Tricon Restaurants International achieved success by emphasizing
adaptability, efficient supply chain management, and strategic partnerships with local
businesses. Effective localization and consumer-centric approaches played a vital role in
their global success.

5. **Future Perspectives:**
The case study discusses future perspectives for Tricon Restaurants International,
suggesting continuous adaptation to changing consumer trends, leveraging technology,
and fostering sustainability to maintain their position in the global market.

6. **Conclusion:**
Tricon Restaurants International's globalization journey highlights the importance of a
well-crafted strategy that considers local dynamics. The case study underscores the need
for continuous assessment, adaptation, and agility to thrive in a globally competitive
fast-food industry.

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**Case Study 2 Summary: eHarmony**

eHarmony is an online dating platform that uses a proprietary algorithm and scientific
approach to match individuals based on compatibility and personality traits. Founded by
Neil Clark Warren in 2000, eHarmony aimed to revolutionize the online dating landscape
by promoting meaningful and long-term relationships.

Key Points:

1. **Founding and Unique Value Proposition:**

eHarmony was founded on the idea of utilizing psychological principles to match
individuals based on dimensions of compatibility. Its innovative approach differentiated it
from other dating platforms and attracted a specific target audience seeking serious
relationships.

2. **Scientific Matching Algorithm:**

Central to eHarmony's success is its comprehensive personality questionnaire and
matching algorithm. The algorithm aims to analyze key dimensions of a person's
personality and compatibility to suggest potential matches.

3. **Early Growth and Challenges:**

eHarmony initially experienced rapid growth, gaining popularity for its scientific
approach. However, the subscription-based model and emphasis on a more thorough
matching process posed challenges in attracting a broader user base compared to more
casual dating apps.

4. **Market Positioning and Competition:**

eHarmony positioned itself as a platform for individuals seeking meaningful
relationships, setting it apart from casual dating apps like Tinder. It faced competition
from other dating sites like Match.com and OkCupid.

5. **Adaptations and Expansions:**

Over time, eHarmony made strategic adaptations, including mobile app development
and marketing efforts to reach a wider audience. The platform also expanded its services
to cater to different demographics and markets.

6. **Success and Impact:**

 eHarmony's success lies in its ability to create lasting relationships and marriages,
substantiated by various success stories and testimonials. Its scientific approach and
dedication to compatibility have garnered trust and credibility in the dating industry.

7. **Acquisition and Further Evolution:**

In recent years, eHarmony was acquired by ProSiebenSat.1 Media SE, a move that aimed
to strengthen its global presence and continue evolving the platform to meet the
changing needs of users in the digital age.
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