title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½Ð¾Ð¹ Ð³ÑÑÐ¿Ð¿Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of an international strategy for the development of a restaurant group
Creators: name: ÐÐ¸ÑÐ°Ð¹Ð»Ð¾Ð², ÐÐ»Ð°Ð´Ð¸Ð¼Ð¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÑÐ¸Ð¿Ð¾ÑÐ»Ðµ
Ð²ÑÑ Ð¾Ð´ Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ð¹ ÑÑÐ½Ð¾Ðº
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½Ð¾Ð¹ Ð³ÑÑÐ¿Ð¿Ñ
chipotle
foreign market entry
restaurant group development strategy

description: Ð¦ÐµÐ»Ñ ÑÐ°Ð±Ð¾ÑÑ: Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Chipotle Ð¿ÑÐ¸ Ð²ÑÑÐ¾Ð´Ðµ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð Ð¾ÑÑÐ¸Ð¸. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÑÐºÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 2. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Chipotle. 3. ÐÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐµ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð¸Ð³ÑÐ¾ÐºÐ¾Ð² Ð¼Ð¸ÑÐ¾Ð²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¾Ð±ÑÐµÐ¿Ð¸ÑÐ°. 4. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð Ð¾ÑÑÐ¸Ð¸. 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾ Ð²ÑÑÐ¾Ð´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 6. ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. 7. ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÐ²ÑÑÐ²Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÐµÐºÑÐ°. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Chipotle, Ð³Ð´Ðµ ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°: ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÑ Ð¸ Ð¸ÑÑÐ¾ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð´Ð°Ð½Ð½ÑÐµ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð°Ð¶Ð°Ð¼ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐµÑÐ¾Ð´Ñ: ÑÐ°ÑÑÐµÑÑ, Ð¿Ð¾ÐºÐ°Ð·ÑÐ²Ð°ÑÑÐ¸Ðµ Ð½Ð°Ð³Ð»ÑÐ´Ð½Ð¾, ÐºÐ°Ðº Ð¿ÑÐ¾Ð¸ÑÑÐ¾Ð´Ð¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑÑ Ð² Chipotle, PEST Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ñ, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÑÐ¸ ÑÐ¸Ð» Ð¿Ð¾ ÐÐ¾ÑÑÐµÑÑ, Ð¾ÑÑÐ°Ð·Ð¸Ð²ÑÐ¸Ðµ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÑÐ¸ÑÑÐ²Ð°ÑÑÐ¸Ðµ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ ÑÐ³ÑÐ¾Ð·Ñ Ð²Ð¾ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ðµ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: â Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ Ð²ÑÑÐ¾Ð´Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ Ð Ð¾ÑÑÐ¸Ð¸; â ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿Ð»Ð°Ð½ Ð¿ÑÐ¾Ð´Ð°Ð¶ Ð½Ð° 5 Ð»ÐµÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾Ð´Ð½Ð¾Ð³Ð¾ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð° Ð² Ð³Ð¾ÑÐ¾Ð´Ðµ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³; â Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð±ÑÐ»Ð¾ ÑÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²ÐµÐ½ Ð¸ Ð¾ÐºÑÐ¿Ð°ÐµÑÑÑ Ð·Ð° 10 ÐºÐ²Ð°ÑÑÐ°Ð»Ð¾Ð², Ð° Ð²Ð½ÑÑÑÐµÐ½Ð½ÑÑ Ð½Ð¾ÑÐ¼Ð° Ð´Ð¾ÑÐ¾Ð´Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ²ÑÑÐ°ÐµÑ Ð²ÑÐ±ÑÐ°Ð½Ð½ÑÑ ÑÑÐ°Ð²ÐºÑ Ð´Ð¸ÑÐºÐ¾Ð½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿ÑÐ¸ Ð¾ÑÐºÑÑÑÐ¸Ð¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð¿Ð¾Ð´Ð¾Ð±Ð½Ð¾Ð³Ð¾ ÑÐ¸Ð¿Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ð¹ ÑÑÐ½Ð¾Ðº. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ.
description: Tasks that were solved in the course of the study: 1. Study of the organizational structure of the company. 2. Analysis of the economic situation of Chipotle. 3. Competitive analysis of the main players in the global catering market. 4. Analysis of the target market of Russia. 5. Development of a strategy for the exit of the company. 6. Analysis of the effectiveness of the proposed measures. 7. Project sensitivity analysis. The work was carried out on the basis of Chipotle, where a significant part of the factual material was collected: financial statements and historical data on sales and internal activities of the company. Methods: calculations that clearly show how the main activity is managed in Chipotle, PEST and SWOT analyses, Porter's five forces analysis that reflected the company's strengths and weaknesses, as well as taking into account opportunities and threats in the external environment. Results of the work: â measures to enter the Russian public catering market were proposed and justified; â a sales plan has been drawn up for 5 years of operation of one restaurant in the city of St. Petersburg; â based on the conducted research, it was found that the proposed project is cost-effective and pays off in 10 quarters, and the internal rate of return exceeds the selected discount rate. The practical significance of the work lies in the application of the proposed measures when opening restaurants of this type of companies to enter the foreign market. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, and the practical significance of the work has been determined.