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International Marketing Business Plan: Restaurant in Mexico

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Considering opening a restaurant in Mexico that provides authentic Mexican cuisine. Need help addressing the Market Growth & Product offering/product definition. The product is authentic Mexican cuisine.

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Solution Summary

The expert considers opening a restaurant in Mexico that provides authentic Mexican cuisine.

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Let's address the easier of the two components first: product offering/product definition. First, and foremost, you need to determine what "authentic Mexican cuisine" is. As you may know, most of the "Mexican" cuisine you can find in the US, is an Americanized version. Very few Mexicans consider places like Taco Bell to be "authentic". Generally, with food, this means the dish can be made using local ingredients only, and has been made in a certain area (Mexico in this case) for 50 years or more. In many cases, the particular ...

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