Market Entry

This simulation enables teams to take charge of the global strategy and operations of a casual dining restaurant chain over a six-year period. Participants work to build a profitable international business by selecting high-potential markets, choosing the right entry modes, and making informed local-market decisions. They must continually evaluate market data, manage operational risks, and respond to a dynamic global business environment.

Teams begin by selecting a home country and analyzing key indicators across 11 additional countries—including income levels, demographics, cultural fit, competitive intensity, trade barriers, and political risk. Each year, they determine where to enter or exit, and whether to establish wholly owned subsidiaries, form joint ventures, or pursue franchising. Within each market, they make strategic choices about product adaptation, supply sourcing, pricing, and promotional spend.

To mirror real-world complexity, facilitators can introduce major global events and crises—from financial shocks and trade wars to partner opportunism, political instability, and extreme weather. These dynamic elements keep the experience fresh, challenge decision-making under pressure, and drive meaningful discussion.