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Name:

University Affiliation:

Course:

Date:

Conclusion

In summation, the paper has clearly indicated that it is certainly impossible to

successfully enter a foreign market without carrying both the internal and external business

environment and industry. The firm must be familiar with the potential foreign market in which

it wants enter hence come up with strategic entry decisions as well as implementations. As

discussed in the various subsections of the paper, it is relatively evident that the decision for a

firm to move into an international foreign market is often fundamentally motived by the

businesss aims as well as organizational objectives. However, the paper has indicated that the

attainment of the objectives as well as aims are often considerably influenced by the firms

internal business environment as well as the uncontrollable external business environment.

Accordingly, the paper has delineated a considerable number of reasons the American firm,

Cheesecake Factory, should explore the Chinese market hence establishing a branch in this

potential foreign market.

Before delving into the analysis of the Chinese market and finding if it is conducive for

the Cheesecake Factory, the paper succinctly identified the strategic issues associated with the

Cheesecake Factory and gave a brief historical background about the company. Among the

strategic issues identified is the fact that Cheesecake Factory developed from a humble

beginning to having more than 200 restaurants today and this was activated the firms mission to
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incessantly establish new branches globally. In other words, the firms business strategy is to

increase its market share by venturing into foreign markets across the globe. After a

comprehensive evaluation or rather analysis of the external environment, especially the Chinese

market, the report gathered that the Chinese consumers are rapidly changing their lifestyles due

to the increase in their disposable income and as such, they would want to consumer quality and

high-end products such as Cheesecakes. Accordingly, the report has found that opening a branch

in China would give Cheesecake Factory a significant competitive advantage over its

competitors as it would record high sales hence burgeoned revenues.

In order to assess the firms internal environment, the report successfully identified the

Cheesecakes resources as well as capabilities. Here, the firms competitive strengths, as well as

weakness, have been assessed. Further, the paper also looked at how the firm can develop an

international competitive strategy as well as entry mode. Ultimately, the report gave a

comprehensive leeway on how the firm can implement the identified business strategy.
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Works Cited

Harrison, Andrew. "International Entry and Country Analysis." Lecture Programme delivered at

the Technical (2011).

Wiktor, Jan Wadysaw. "Internationalization and the Structure of the Companys Marketing

Strategy on International MarketsTheoretical Remarks." Chinese Business Review

13.10 (2014): 642-658.