the bonaparte group: learning from a chain of restaurants in brazil’s northeast

This teaching case aims to demonstrate the challenges faced by a food service company, in this case, the Bonaparte Group, undergoing a process of international expansion. The corporation is expanding its activities to a more competitive market, the US, and so faces new and difficult situations. Certain issues are central to the company’s actions: why choose the US – the birthplace of fast food and global leader in the franchise industry, which is also much more competitive than Brazil. What are the advantages of entering this market? The case is intended for use at the undergraduate level, after or at the same time as basic strategic internationalization in business administration or marketing courses. It is especially recommended for sessions in which international strategies, marketing services, growth strategies, competitive advantage and entrepreneurship are being discussed.