Take the role of international marketing strategy consultant for a Mexican food company that has the following problem: The company Comidas Mexicanas Internacionales has tried to expand its brand to the European market, however, it has found the path very complicated. The company of Mexican origin is a restaurant chain that operates under the name of "The taste of Mexico". A few years ago, it successfully expanded into the US market, basically focusing on the southern states and managing to open 13 restaurants strategically located in areas with a high concentration of South American people. Due to their strategy of using 100% Mexican recipes and without variations, they have managed to capture a high-fidelity customer base because the food provokes a certain degree of nostalgia for residents of Hispanic American origin in the states of Texas, New Mexico, Arizona and California. Due to the good results of its expansion throughout the United States, the company has been developing a project to position its line of restaurants in the European market, while continuing its growth in the United States market towards the northern and southeastern states. It is worth mentioning that the restaurants that the company has opened in the United States are 100% owned by the company. The company has hired you to provide consulting and develop the company's expansion strategy for the European market. His goal is to open 3 restaurants in a period of 2 years in 3 different countries to start with a presence on the European continent. Make a brief report in which you propose a business plan as part of the consultancy to the company, in which you include the following points: Identification of potential markets Market entry strategy global marketing mix Suggested alliances and business partners Be as creative as possible in the business plan, remember that they are your clients and you are responsible for the success or failure of the project planning based on your consultancy. The following questions will serve as a guide:

What would be the general strategy to use for the European markets?

Which country should you enter first according to the strategy and why?

What would be the way to enter the market? Is there the possibility of making an alliance or society?

What considerations should be taken regarding the culture for negotiation?

Are there applicable rules and regulations?

What would be the next 2 markets that you think the company should try to enter and what would be the justification for the selection of those 2 countries?

What would be the expansion strategy to the following 2 markets?

Will the markets be treated individually or with an overall strategy?

Draw a conclusion about the chances of success of the project.