Taco Bell in the Gulf Region: Re-Entering the UAE Market
商品編號：W44198
出版日期：2025/05/21
再版日期：
商品來源：
商品主題：International Business; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Internationalization;Re-Entry strategy;Multinationals in Gulf Region
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：United Arab Emirates
產業：Accommodation & Food Services
事件年度：2024
Taco Bell Corporation first entered the United Arab Emirates (UAE) market in 2008, but due to strategic misalignments and fierce competition from established brands, Taco Bell withdrew in 2012. Since that exit, the UAE market experienced significant changes, notably a substantial increase in the expatriate population, which led to rapid growth in the consumption of Mexican cuisine.
In June 2024, considering its recent success in some Gulf markets like Kuwait, Taco Bell was considering a re-entry to the UAE. However, there were various challenges to overcome: lingering memories of the past failure, a more competitive environment, and geopolitical tensions that are resulting in boycotting of Western fast food companies. Should Taco Bell face these risks and try the re-entry, and if so, what strategy is most likely to lead to success?
教學手冊：Taco Bell in the Gulf Region: Re-Entering the UAE Market - Teaching Note
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