Submit Ruth’s Chris case analysis Develop market attractiveness ranking Recommend best market to enter
Submit Ruth's Chris case analysis
Develop market attractiveness ranking
Recommend best market to enter
Write professional memo with supporting tables
Additional Requirements
Min Pages: 1
Other Requirements: Read Ruth’s Chris Case
Download Excel table from Blackboard (Exhibit 4 from Ruth’s Chris case)
Identify and gather data on at least two additional variables that you think would be important for Ruth’s Chris to consider in making an international market selection. To determine the best additional variables to consider, please consider the suggestions in the case, information from the Hult and Ghemawat articles, and the research resources explored last week.
All variables will be on widely different scales and in need of normalization. Design a method to normalize all variables to allow for further analysis.
Weight your variables based on their level of importance to you as a marketing manager. (The Cavusgil et al. article provides useful insights into variable normalization and weighting).
By integrating all of your variables, develop an overall “market attractiveness” score for each of the countries considered by Ruth’s Chris and sort your table in rank order.
Write a one-page memo that includes:
Highlight recommendation for best country for Ruth’s Chris to enter.
Justify the two additional variables you added.
Explain the method for calculating each country’s market attractiveness formula.
Please read the guidelines for writing a memo and “writing effectively” writing guide to help you write a persuasive memo.