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Analyze and describe the trends affecting consumer travel

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Reference no: EM13390900

For this assignment, you are going to be part of the Red Lobster Executive Committee as they consider expanding into China. Note: As a Strayer University student, you have access to 10-K reports for free via Mergent Online. Please contact your librarian if you have difficulty accessing Mergent Online.

Write a six to eight (6-8) page paper in which you:

Review key points from Darden Restaurant’s most recent 10-K. Their stock symbol on the NYSE is DRI. 
Currently, Red Lobster operates only in the U.S. and Canada. 
Compare and contrast two (2) other U.S. restaurant companies who have successfully or unsuccessfully entered the Chinese market.
Explain the type of potential target consumers for Red Lobster in China and how this might affect your menu choices.
As a member of the Red Lobster Executive Committee, analyze three (3) considerations before entering the Chinese market (e.g., distribution and availability of supplies, construction, policies, environment, laws, recruitment, talent management, etc.) and determine how each consideration will affect your decision to proceed.
Determine how Red Lobster would measure its success once it establishes a restaurant presence in China.
Use at least five (5) quality academic resources in this assignment.
Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:
Analyze and describe the trends affecting consumer travel patterns and worldwide travel.
Use technology and information resources to research issues in international tourism.
Write clearly and concisely about international tourism using proper writing mechanics.

Reference no: EM13390900

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