International expansion can provide many opportunities and threats for any company. This 18 page paper examines the case of Nando’s a company founded in 1987 in South Africa now present in 30 countries. To assess the company the writer performs an in-depth SWOT analysis of Nando’s to assess the strengths, weaknesses, opportunities and threats and then uses this comprehensive expansion to develop a marketing plan for entrance into a new country. The bibliography cites 16 sources.
Name of Research Paper File: TS14_TEintnando.rtf
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way of expansion. International expansion not only allows for more sales, but may also be seen as spreading the risk of single markets with the geographical diversification (Mintzberg et al,
2003). However, international expansion also posses a new range of risks; the remote location presents control issues as well as different cultural barriers to both operational aspects and accessing the
markets. Marketing can be particularly difficult when developing Campaigns for the entrance and growth in new markets, it takes an understanding of the companys own product and the way that
product can fit into the markets in other countries. One company that is looking at expanding internationally is Nandos, there are a number of international locations already, but the
company is still fairly young and has a great deal of potential to grow further. The company is in 30 countries already, but these are mostly Africa and Middle East
countries with a small presence in the UK and USA, there is a large area of potential growth in many other regions. In this paper we will assume that there
is a desire to enter the New Zealand market. Nandos is an South African company started in 1987 by two friends based on the sale of chicken flavour with
Peri Peri chicken, this is chicken that have been marinated in the Mozambican-Portuguese flavouring and then flame grilled, the Peri Peri is also known as the birds eye chilli and
is a very strong chilli that grows prolifically in Africa. The company started by buying out an exiting restaurant; Chickenland on Rosettenville, Johannesburg, and immediately changed the name to Nandos,
short for Fernandos. From the beginning the restaurant was highly differentiated with a very distinct approach to business and culture that was reflected in the product and the promotion of