- MBA FPX 5910 Assessment 1 Capstone Project Summary.
Capstone Project Summary
International business expansion requires companies to navigate diverse challenges, from supply chain management to cultural adaptation. The fast-casual restaurant chain Shake Shack has expanded significantly to different countries; therefore, it is relevant to analyze this company’s international endeavors.
This particular capstone project will center on Shake Shack’s market entry and localization as well as supply chain issues in the Asian market. Studying these aspects, the project intends to reveal further development potential and offer practical solutions regarding the challenges connected with cultural preferences and competition.
Background of the Chosen Organization
The focus organization for this capstone is Shake Shack, which is an American fast-food chain restaurant that is best known for offering hamburgers, hot dogs, fries, and milkshakes. Shake Shack started in 2001 and is in New York City, the Company has grown very fast and has branches in more than 400 outlets across the globe in North America, Europe, the Middle East, and Asia (Hayes, 2020; Walker, 2021).
The company’s goal is to provide quality food and this is achieved by preparing good meals from basic natural ingredients, unlike other fast food companies. The keys to its success are its values-oriented focus on customer relations, product differentiation, and commitment to social responsibility, which makes Shake Shack stand out in the fast-casual sector.
MBA FPX 5910 Assessment 1 Capstone Project Summary
This company is suitable for this capstone project because it is still growing, has the flexibility to adjust to market trends, and has not ceased to continuously improve its brand amid stiff competition. The company has its operations in different countries and the company is conscious of environmental sustainability and quality production (Wall Street Journal, 2024). With its international markets’ entry alongside the constant changes in consumer preferences, it is vital to examine and analyze its business model and further development prospects.
Intended Business Topic, Problem, or Opportunity
The following capstone project will be dedicated to the analysis of Shake Shack’s international expansion with a focus on the Asian market. Currently, as Shake Shack internationalizes its outlets in different countries, especially in Japan, South Korea, and China there are several challenges that the company has to deal with concerning supply chain management, cultural differences, and competition. Earlier efforts have suggested that Shake Shack has identified growth in the Asian market as one of the key sources of growth and the market holds great potential for brand building and market conquest (Gilchrist, 2021). However, maintaining consistent product quality while adapting to local tastes is a critical challenge.
The objectives of this project will cover Shake Shack’s market entry strategies, localization, and supply chain management in Asia. Further, the research will compare the existing opportunities for market penetration into unexplored markets and will give recommendations regarding challenges connected with positioning the brand, competition, and customer loyalty in culturally different environments. In this regard, the project is interested in specific areas that can potentially offer valuable information for Shake Shack to continue with its success in the region.
Level of Accessibility to Data
The availability of the required data for this project is deemed moderate because of Shake Shack’s disclosure policies and the company’s international operations. To evaluate the company’s performance and strategic plans, the information available in the company’s annual reports, SEC (Securities and Exchange Commission) documents, and press releases will be used. Moreover, the supply chain and the franchising of Shake Shack in Asia give possible data on the company’s supply chain and its adaptation to the markets (Gilchrist, 2021). Secondary data collected from market research companies including Statista and Euromonitor will fill gaps in internal company data to give the broader picture of the competition in Asia.
MBA FPX 5910 Assessment 1 Capstone Project Summary
Since it is difficult to obtain internal data on market-specific performance, risks can be minimized through secondary data from industry reports and credible databases such as Wall Street Journal and LexisNexis. As such, more detailed info that is local to Shake Shack could be provided by the company’s representatives or franchise partners, if needed, but this has to be within the legal and ethical requirements on the use of data.
Leadership Ability through MBA Program Outcomes
This is achievable given that the selected topic will enable the demonstration of all seven MBA program outcomes. Firstly, basic business concepts will be used in explaining the market expansion of Shake Shack and explaining the challenges and possibilities of the case using concepts from international business, marketing, and supply chain management. This project is to accumulate and synthesize information from operation management, financial analysis, and marketing in order to create a comprehensive understanding of the company’s international performance.
The project will also focus on leadership in various settings by discussing the challenges of conducting operations in different cultural settings and the regulatory requirements in those areas. Recommendations will be geared towards strategic business development of the company that will enable it to expand strategically across the world while maintaining its integrity, aligning with the study of Walker 2024.
Moreover, this project will focus on ethical considerations by raising the question of how Shake Shack can achieve its goal of profitability while promoting its social responsibilities like sourcing and contributing to the community. The analysis will be specific and backed up by the market data, financial reports, and industry benchmarks as the base for actionable recommendations as well as strengthening the other important MBA program learning outcomes.
Conclusion
The final research project offers an evaluation of Shake Shack’s foreign venture, with reference to the chosen market, Asia, and the concepts of entry modes, adaptation, and supply chain. In doing so, the project reveals the major opportunities and threats of growth and shows how various outcomes of the MBA program, including leadership, ethical decision-making, and strategic innovation, can be applied in practice. Finally, the results provide recommendations that will enable Shake Shack to maintain its growth and development in Asia while staying true to its mission and vision in a challenging and diverse environment.
References
Gilchrist, K. (2021, April 15). Shake Shack has “big plans for Asia” as it ramps up expansion in the region. CNBC.
https://www.cnbc.com/2021/04/15/shake-shack-has-big-plans-for-asia-as-it-expands-in-china-macao.html
Hayes, A. (2020, March 25). The story behind Shake Shack’s success. Investopedia.
https://www.investopedia.com/articles/personal-finance/041615/story-behind-shake-shacks-success.asp
Walker, J. R. (2021). The restaurant: From concept to operation. John Wiley & Sons, Inc.
Walker, J. R. (2024). Franchise your business. Google Books.
Wall Street Journal. (2024). Shake Shack—the anti-fast food chain—Turns to drive-thru as it expands. WSJ.