Corporate Strategic Management of Global Expansion--Study for Max of entering into China by franchising

Sammanfattning: The thesis investigates and analyzes the possibility for Max entering to China’s fast food market. And the focal mode of the entry here would be franchising. The core conceptual framework of the thesis is based on Decision-Making Model for International Franchising of Mahmood A. Khan. While in order to make the framework fit the purpose of this study much better, Mahmood’s model was developed and specified with sub-theories, such as Diamond of National Advantage Model of Porter M.E, and concepts of Franchising of Charles W.L. Interview and questionnaires were the methods for collecting primary data, and secondary data were collected through reliable literatures, databases, and official websites. By analyzing those data and supplementary information, the conclusion came out. The fierce competition with traditional local Chinese food and other international Hamburger brands may challenge Max’s strategy in going to China. However, current market situation in China’s fast-food market also provides some opportunities to Max as well. It may lead to success if Max could utilize the key factors of franchising in right way.