Internationalization process of h3 to the German market

Abstract

The goal of this thesis is to make an internationalization plan of h3 to the German Market. h3 is a Portuguese fast-food restaurant chain mainly placed in the food courts of shopping centers serving a variety of menus with a mono-product, an hamburger. h3 has started the internationalization process in 2011 being now present in Spain, Poland and Brazil. The success of h3 in these countries encourages the company to keep up its expansion process. Its business can be replicated and transferable to Germany through franchising because h3 has a standardized process in the whole chain. Since the right partnership can define the company’s success, h3 can ask Franchise Pool International (FPI) to find a master partner. Even though h3 has to pay for having FPI’s services, it is expected that these costs will be compensated by the expected gains: the fees per opened store and the royalties per percentage of sales.