Advise Hard Rock Cafe to New Market

MSc International Business Management

Managing in Global Markets

“Advise to Hard Rock for new market”

Prepared for:

Peter Erdelyi

Dr. Ke Rong

Prepared by:

Mr Saran Tammikasakul

Reference no. 4439532

June 6, 2012

BUSINESS SCHOOL

BOURNEMOUTH UNIVERSITY

Contents

Introduction…………………………………………………………………………...3

Internal and External factors……………………………………………………….....4

Market selected………………………………………………………………………11

Entry-mode strategies………………………………………………………………..12

Cross-border synergies………………………………………………………………13

Exit mode…………………………………………………………………………….13

Functional strategies…………………………………………………………………13

Organizational structure……………………………………………………………..16

Control system strategy……………………………………………………………...17

Conclusion…………………………………………………………………………...20

References……………………………………………………………………………21

Appendix…………………………………………………………………………….24

Introduction

Hard Rock is an entertainment and leisure firm that continues to successfully grow and scatter with over 175 venues in more than 53 countries throughout the world from Europe and America to Asia including 139 cafés and 16 hotels/casinos. Hard Rock offers a special experience to its customers including memorabilia collection, which comprises of at least 70,000 pieces (Hard Rock(a) 2012).

Hard Rock always looks forward to continue the global expansion their brand. Since opening the new cafés in 11 countries and hotels/casinos five locations, the global economic circumstance worsened significantly. Now the company is continuing to find further internationalization opportunities, as a result of progressive economic climate.

The purpose of this report is to assist Hard Rock for selecting the type of services as well as identifying the new interesting market. The paper contains with two main parts. The first part will introduce the strategies and analysis to identify the new market, including internal and external factors for Hard Rock to consider a suitable country by means of SWOT and PESTEL analysis....