Spanish language
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Abstract
This is a Spanish translation of the case ''504-036-1''. Bembos Burger Grill is a Peruvian fast food chain specialising in the preparation and commercialisation of hamburgers conceived for the ''Peruvian palate''. The chain has 19 restaurants in Lima. The directors of Bembos plan to enter the Chilean market using the franchise system. The case requires analysis, discussion and the taking of a decision. Information is presented on the fast food markets of Peru, Chile and Argentina. In Argentina ''benchmarking'' is used with a Chilean enterprise (Lomito''n) that holds third place in sales among the fast food chains in Argentina and is the leading chain in its country of origin. Additionally, information is presented for marginal microeconomic analysis (computation of weighted balance volume and estimation of incremental profits) of the company using three different methods.
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Abstract
This is a Spanish translation of the case ''504-036-1''. Bembos Burger Grill is a Peruvian fast food chain specialising in the preparation and commercialisation of hamburgers conceived for the ''Peruvian palate''. The chain has 19 restaurants in Lima. The directors of Bembos plan to enter the Chilean market using the franchise system. The case requires analysis, discussion and the taking of a decision. Information is presented on the fast food markets of Peru, Chile and Argentina. In Argentina ''benchmarking'' is used with a Chilean enterprise (Lomito''n) that holds third place in sales among the fast food chains in Argentina and is the leading chain in its country of origin. Additionally, information is presented for marginal microeconomic analysis (computation of weighted balance volume and estimation of incremental profits) of the company using three different methods.