Company data:

BEMBOS S.A.C

Trade Name: BEMBOS

20101087647

12/14/1990

Main Address: Cal. Camino Real Principal #1801

MAIN EXECUTIVES OR DIRECTORS:

REPRESENTATIVE: GARCIA URIBE ANDRES MAURICIO

GENERAL MANAGER: KOEHNE ARANA CARLOS FEDERICO GABRIEL

The BEMBOS Organization:

Operations Manager - Sr. Carlos Koehne Arana

Plant and Logistics Manager - Mr. Rolando Díaz Ramírez

Administration and Finance Manager - Mr. Andrés Mauricio García Uribe

General Manager - Mr. Carlos Antonio Camino Linares

Marketing Manager - Ms. María Teresa Luesas

Marketing Manager
In many countries around the world, the undisputed leader in the fast food category and
specifically in the burger line it is McDonald's or Burger King. In the
Peru, however, is a 100% Peruvian company that dominates the category: BEMBOS.

HISTORY:

BEMBOS was born on June 11, 1988, a difficult time for Peru. They started in a location
rented in Miraflores and set as a goal to develop the best hamburger of
country, a business little known at that time.

They worked hard to offer a different product, a grilled hamburger with flavor.
unique with creative and permanently renewed combinations, developed from
high-quality supplies.

They settled in attractive locations that have evolved over time.

They initially grew based on their own investment to later bet on
franchise system that has allowed them to achieve one of the most recognized brands of
country.

2.- GENERAL ENVIRONMENT

The elements of the general environment are those that shape opportunities and generate
dangers for the company. For the purposes of this case, we will analyze each part separately.
element of the general environment of Bembos.

2.1 Economic Environment

The lifting of the economy during Fujimori's first government through

privatizations, this encourages the arrival of foreign investment, which makes a
stronger and more consistent economy.
As a result of the economic recovery, the country's GDP per capita is
increased accompanied by declining inflation trends for the period 1995-
2000. This implies a higher level and quantity of employment, which leads to more
people have purchasing power to consume.
The improvement of the indicator on propensity to buy has allowed, in
concrete, that the consumer climate stabilizes; it is observed that in recent
for years the industry has continuous growth, which provides a climate of
stability in the market.
The investment rate has increased, indicating that there is a strong insertion of
capitals, which can be leveraged to revitalize the industry and put it back
level of developed countries.
Receiving economic income from franchises they have abroad, this is
used as auxiliary capital, because one must always have a plan for
contingency.
 The investment risk in Peru is low and this is an incentive for investment.
foreign in all areas. Therefore, it is a threat.

2.2 Political Environment

The waves of terrorist attacks that shook the country just when Bembos
was beginning to emerge as a company.
The approval of the capital investment treatment law (1993).
The macroeconomic policy applied by governments since 2001 privileged the
private initiative, the opening of the economy, free trade, and stability of
the prices and this gave way to a favorable environment to expand within the country
and beyond its borders.

At the end of Fujimori's government period, a series of scandals broke out.

of corruption that stained the political image of the country in the eyes
international, a determining factor as the country was losing credibility before the
foreign capitals.
Free trade with China is a great door that has opened for PERU and
it would benefit greatly from the immense market available and the advantage in
as for taxes, it would be like selling in our country.
Government-driven investment promotion, which allowed it to expand its
presence and diversify its offer.

2.3 Social Environment

The importance given to the family both locally and internationally,

taken as the reason for being for the company, it is shown in the treatment it gives
Screaming at families, it is their letter of introduction to society.
The complexity of the audience to which the product is aimed; that is, how special
they are the tastes for such products, and taking into account that our country is
developing an increasingly personalized pattern.
The level of habit regarding health, since there are products like the
energy sources, where diversification would already be spoken of, for example:
soy burger with light products.

2.4 Technological Environment

Investment in the latest technology to prepare food on the spot, this

because the client in this sector prefers to spend little time.
The advancements of the internet in the last two decades have allowed the company
create a network with its users, where they segmented their database to send
coupons for every type of customer, this shows the interest in their loyalty
customers, providing them with good service.
Implementation of a processing plant, the lack of standardization of the
Peruvian agriculture has proven to be unwelcoming when it comes to providing a
a homogeneous product that is to the liking of consumers, this is
 could show as a threat; in response, Bembos established a plant to
produce this input in a standard way and thus transform this deficiency into
opportunity since it can also encompass the opportunity costs of producing,
and offer this product to other companies that need supplies like potatoes.

2.5 Environmental Environment

The consequences of the El Niño phenomenon and the Asian crisis in 1997-1998,
They show that recessions affect Bembos doubly; on one hand, it makes it more expensive.
the production process given the higher price of commodities and the contraction
the demand requires an urgent reduction in operating expenses.

2.6 Ecological Environment

There is great concern about using biodegradable materials.

He/She cares about the recycling process.

3.- SPECIFIC ENVIRONMENT: PESTEC ANALYSIS

Porter's Five Forces Matrix

Bargaining power of suppliers

Few customer transport service providers.
Buyer tendency to substitute.
Evolution of relative substitution prices.
The costs of buyer switching.
Perception of the level of product differentiation.
Number of substitute products available in the market.
Inferior quality product.
The quality of depreciation.

2. Threats of substitute products

Existence of multiple substitute products, for this a product that satisfies
a primary need.

3. Rivalry among competitors

Well-positioned competitors.
Faces aggressive advertising campaigns.
Large number of promotions and entry of new suppliers from the
competition.

4. Threat of new competitors

Constant threat of new financial entities entering.
Risk of growth of existing small financial institutions.
Development of municipal savings banks.
Access to distribution channels
 Improve in technology.
Legal claims.

5. Bargaining power of customers

Attractive market share.
Highest quality rating in time deposits.
Very high capacity to pay capital and interest.
Ability to integrate backwards.
Cost or ease for customers to switch companies.
Possibility of negotiation, especially in industries with high fixed costs.

Recommendation: Since your product is aimed at the High Socioeconomic Sector

from the city of Lima and that their product (Hamburgers) is of high quality with high value
perceived by consumers and locales with a very defined personality,
easily identifiable and pleasing to the public. Growth Strategies, such as
result of the experiences and the analysis of the Competition and the current Market
In the future, the following is recommended: Venture into important cities in Peru,
like Arequipa, Trujillo, etc., through franchises or operated by themselves, since
they are markets or niches that are not yet served with this product and service.

Globalization
The growth process and subsequent consolidation of Bembos is marked by a
a series of events or stages that can be considered key in this development. Thus, it is
It is essential to keep in mind that, after five years of almost isolation, in 1990, Peru opens up.
its markets to a world that is in turn changing radically within the
paradigm of what is popularly known today as globalization.

Globalization at BEMBOS occurs by offering its customers abroad the

the same that is offered in Lima but with the Peruvian style, in other words, a hamburger of
large dimensions. Although it is just beginning to expand abroad,
BEMBOS is the only fast food franchise that beats the big franchises.
international companies like MCDONALDS and BURGER KING here in Peru. BEMBOS had
greater acceptance as he conducted studies on these franchises, where he discovered that they offered
their products with the American concept and did not take the Peruvian customer into account,
who liked large-sized hamburgers accompanied by his Inca Kola
(Peruvian drink that is not offered in other franchises).

The fast food franchises that have set up in Lima such as MCDONALDS AND
BURGER KING was received with enthusiasm during the 1990s, but
They have had to struggle to stay in the market due to the advancement of companies.
Peruvians who have BEMBOS as a great representative.

For this reason, the competition had to adapt its products to the Peruvian customer.
and nowadays in these international chains. To be able to standardize their products
due to the opening of more points of sale, since the production of hamburgers
was carried out in the hands of the kitchen of each establishment, they created the Processing Plant in 1993
Distributor of supplies and products. This factory allowed for the achievement of the
homogeneity of the product, as well as economies of scale in centralization of the
distribution and the proper organization of the delivery of goods to the stores.
Success in the national arena led BEMBOS to consider entering other markets.
markets abroad. As part of BEMBOS' plans for its expansion
internationally were Bolivia, Chile, Ecuador, Venezuela, Mexico, and even the United States
United States of North America, where it already has its registered trademark. With the phenomenon of the
Globalization has made Peruvians observe and feel a strong influence of culture.
American in many aspects of ours lives.
With this influence, Peruvians adapted these customs to our style as it has
BEMBOS making burgers with the national flavor as they are liked by the
Peruvians.

Today BEMBOS operates with more than 55 locations in Peru and has entered Panama.
Guatemala. In 2005, to everyone's surprise, it entered the Indian market.
adapting their product for obvious reasons. In the case of this market, the products of
BEMBOS are made from potatoes, beans, lamb, and soy, and always maintained the
BEMBOS brand.
4.- ORGANIZATIONAL CULTURE

It is a complex group of values, traditions, policies, behaviors, and beliefs.

essentials that are manifested in symbols, myths, language, and the
behaviors, where it constitutes a shared framework for everything that
it is done and thought in the organization.

a) Vision

Be value leaders first at the national level, then at the regional level, and finally at the local level.
worldwide.

b) Mission

Generate committed customers. For this, it is an organization with a marked

tendency to generate commitment first with the collaborators that make it up and
consequently with their clients.

The result of this commitment should project towards higher destinations.

excellence on the part of the company as well as achieving increasing productivity and
profitability.

They pursue, therefore, that their collaborators see the company as a source of
personal and professional development.

Generate commitment in your customers through the total satisfaction of their needs.
providing them with hamburgers made with extraordinary quality thus
like first-class attention where cordiality, dynamism, and friendliness prevail.

c) Principles

The principles on which Bembos is based are:

In the dignity of all people and respecting their freedom as such.

Furthermore, work is a way to dignify it.
That all people must govern their actions according to a moral order
objective.
That the best asset the company has is the human quality of the
people who make it up.
One must always act with honesty and integrity in everything one does.
both in personal and work life.
That all people who make up the company are fundamentally characterized
for having a service attitude, meaning for always being available for others or
to meet their needs.
In the private company as the main and essential engine of our development
society.
That the reason for their work is their clients. For through them, they
they generate the income.
d) Values: One of the prominent elements of organizational culture is values,
What is the set of beliefs that the organization has about certain behaviors
specific and about the purposes or objectives of its existence.

Their values are summarized as:

People-oriented.
Satisfied people generate satisfied customers.

Orientation towards your internal and external clients

They are the source of all their income.

Effectiveness
Carry out the tasks with responsibility and thoroughly.

Initiative
Always creators of change.

Multifunctionality
We all play different roles.

Family
Important part of our lives.

Recommendation:

Organizational culture should not be neglected as it provides the company with a framework.
interpretative, a structure established from which meaning is assigned to actions
daily occurrences and organizational phenomena are understood. It is recommended to find the
parameters established by this interpretive framework, since it is from there that
you will gain valuable insights to understand internal communication and, eventually,
to design the actions to be taken.

SOCIAL RESPONSIBILITY
Regarding social responsibility, Bembos has always been concerned about its
team members in training, personal development, in their studies; however, their
the external approach has been slightly deviated so far with respect to the
importance of the economy of some sectors of the country, but this is not to diminish
importance but have dedicated their time to young people and the development of skills,
skills and virtues enhanced musical and personal with the 'Rock in Bembos'.

Over the years, Peruvians have relearned to value our own, this has its
best example in the BEMBOS chain that sells Peruvian products made by Peruvians
despite competing in the market with large transnational chains, it has become
the favorite when thinking about a fast food chain

THE FIVE FORCES OF PORTER:

1. Suppliers:
Foreign suppliers
 French fries come from the United States, the meat from Argentina, Bolivia and
Chile, the toys from China. When reviewing the suppliers' website, it
notice that they have a very wide market all over the world, therefore Bembos
does not represent being its main buyer. Therefore, we conclude that in the case
from foreign suppliers, Bembos does not have high bargaining power,
That is why it diversifies its suppliers.

Local suppliers:
Regarding local suppliers, it is noted in the reading that the supplier
It is Bimbo. Bembos in Peru could be considered one of the companies that
consume more bread, since its field is the sale of hamburgers. Therefore
we consider that in this case, it does have influence over Bimbo, since by the
Bimbo considers the volume of purchases as one of its main customers.
Something similar is seen with Unilever, supplier of Hellmann's, due to the volume of
purchases, it is also a major local client; therefore it has significant influence.
On the other hand, the growth of construction projects has led to the
demand for land increases and consequently, the prices of land and
rentals are becoming increasingly expensive (according to capeco). This situation makes it so that
Bembos, who has the need to purchase or rent for its franchises, should
decrease their bargaining power, as the demand for the same land is
high.

Clients
Customers have several options in the fast food market.
The economically active population spends its income on food expenses.
The high accessibility to the products and services of this sector, in Lima, Callao and
provinces in the shopping malls.
From the above, it is concluded that the client has strong bargaining power,
since in these shopping centers the fast food service provides
diversity of options for the customer, at the same reach and at no additional cost, plus
that the differentiation between one price and another.
This is supported by the tastes and preferences of the customer, which are based on:
Customer loyalty with a good level of service, security, and above all with
a high quality product.
The change in consumer behavior.
Tastes, attitudes, food culture, values, etc., are changing.
continuously; we are moving away from the traditional concept of soup and a main course or
a home-cooked meal to a quicker and more informal one, for various reasons such as;
work schedule, distances between work and home adoption of new
tastes and values among others.

3. Substitutes: Among the possible substitutes, we have companies that have been around for many years.
and with very good seasoning that they could be a possible substitute, which is why
Bembos is constantly innovating, such as the market launch
from the hamburger to the plate, the chicken hamburger. Within the possible
we would have substitutes
 Large chains of Cevicherías and Restaurants,
Mediterranean Chicken
KFC,
Pizza Hut
Dominos pizza
Chillis
Pardos Chicken
Top notch.
Popeyes
Rustic, etc.

4. Potential competitors:
New brands from abroad
merger between small domestic companies
Risk of growth of existing companies

5. Rivalry among competitors:

MC DONALD'S:

Well-known brand at the national and international level

Clients attracted by the brand
Low prices associated with their products
Variety of products
Long queues during peak hours (in service)
Clean environments
Birthday celebration in their environments
Play area for the kids
Global brand leader
Third in Peru
Socioeconomic levels A, B, and C
Young people aged 16 to 39 years
Happy meal promotions

KFC

Well-known brand internationally

Wide recreational area
Warm attention
Clean environments
Bad reputation in the safety of its products
Low-cost products
Music and suitable environments for being with family
Long waiting lines during peak hours

BURGER KING
 Second leader globally
World prestige brand
International experience
Socioeconomic level B and C
Customer orientation and service quality
toys
Children's party events
Youthful modern, family environments
Quality of products and services

BEMBOS:

Leader in Peru with a 58% share

Socioeconomic levels A, B, and C
Customer orientation, product value, quality
Personalized attention
Modern environments, bright colors, youthful music.
The quality of the product and consumer-oriented service (flavor
Peruvian and variety
Expansion plan to socioeconomic level B2
Constant innovation of its products
Peruvian flavor
Incorporation of Peruvian products
Food with high levels of safety
Clean environments

MOTIVATION:

Regarding human resources, given that their staff is young and mostly...
university student cases, it is relatively easy to implement programs of
training and motivation. It is about enthusiastic people, whose own social circle
it coincides with BEMBOS' target market.

It sounds simple: good knowledge of your audience, differentiation, good service and
permanent innovation. BEMBOS, good ambassador of the Peru brand.

On the internal level, it can be stated that Bembos is a young organization both for its
years of operation as per the average age - 20 years - of its workers. In the
In the last two or three years, significant efforts have been made in training and motivation.
of the staff, in order to internalize the Bembos values and achieve maximum commitment
possible for better performance.

Recommendation:

Motivate and train store supervisors more so that they can pass it on to the
respective managers to work in a team and in a more pleasant environment
entrepreneur always seeking to achieve daily goals.

FOCUS:

Its approach...

To achieve leadership in the fast food sector in Peru, BEMBOS has managed to
adapt to the local culture to reach solidly to its target audience. Its strategy of
business is based on the differentiation of its products and a continuous improvement in
service quality. This implies constant communication with clients to generate
stable relationships with them. The Peruvian flavor of their hamburgers defines an advantage
important against its competitors, along with a constant development of products
new. Invest capital for the development of products aimed at children, desserts, tacos
and burritos; whole salads for the audience seeking healthy and nutritious products; and
sides like yuquitas, onion rings, chicken nuggets, cheese fingers, etc. Additionally
has added diet drinks to the range of soft drinks it offers since its
beginnings.

Another key factor of their strategy consists of their backward integration: sourcing
from bread and ground beef through consignment purchases.

It also applies forward integration by acquiring national bottlers and

foreigners as well as service stores. It currently has resources
humans trained to manage the distribution of their own products.

The growth of the chain has involved not only more locations but also modifying its
internal processes. Standardizes all stages of the production process, with
it achieves a homogeneous quality at any of the fast food sales points.
Ello improves its cost efficiency and in mechanisms that allow just in time in the
arrival of supplies.

SWOT

Strengths:

Good positioning in the market and in the mind of the consumer.

The growth process and subsequent consolidation of Bembos is marked by a
a series of events or stages that can be considered key in this development. Thus, it is
It is essential to keep in mind that, after five years of almost isolation, in 1990, Peru opens up.
its markets to a world that is in turn changing radically within the
paradigm of what is popularly known today as globalization.

Globalization at BEMBOS occurs by offering its customers abroad the

the same that is offered in Lima but with the Peruvian style, in other words, a hamburger of
large dimensions. Although it is just beginning to expand abroad,
BEMBOS is the only fast food franchise that beats the big franchises.
international companies like MCDONALDS and BURGER KING here in Peru. BEMBOS had
greater acceptance as he conducted studies on these franchises, where he discovered that they offered
their products with the American concept and did not take the Peruvian customer into account,
who liked large-sized hamburgers accompanied by his Inca Kola
(Peruvian drink that is not offered in other franchises).

The fast food franchises that have set up in Lima such as MCDONALDS AND
BURGER KING was received with enthusiasm during the 1990s, but
They have had to struggle to stay in the market due to the advancement of companies.
Peruvians who have BEMBOS as a great representative.

For this reason, the competition had to adapt its products to the Peruvian customer.
and nowadays in these international chains. To be able to standardize their products
due to the opening of more points of sale, since the production of hamburgers
was carried out in the hands of the kitchen of each establishment, they created the Processing Plant in 1993
Distributor of supplies and products. This factory allowed for the achievement of the
homogeneity of the product, as well as economies of scale in centralization of the
distribution and the proper organization of the delivery of goods to the stores.
Success in the national arena led BEMBOS to consider entering other markets.
markets abroad. As part of BEMBOS' plans for its expansion
internationally were Bolivia, Chile, Ecuador, Venezuela, Mexico, and even the United States
United States of North America, where it already has its registered trademark. With the phenomenon of the
Globalization has made Peruvians observe and feel a strong influence of culture.
American in many aspects of ours lives.
With this influence, Peruvians adapted these customs to our style as it has
BEMBOS making burgers with the national flavor as they are liked by the
Peruvians.

Today BEMBOS operates with more than 55 locations in Peru and has entered Panama.
Guatemala. In 2005, to everyone's surprise, it entered the Indian market.
adapting their product for obvious reasons. In the case of this market, the products of
BEMBOS are made from potatoes, beans, lamb, and soy, and always maintained the
BEMBOS brand.
AB consumers, excellent quality and service have allowed for the construction of a leading brand.
in the market.

GROWTH STRATEGIES

Business Strategies

Operational Strategies

Applying the concepts of specialization and segmentation have grown rapidly

EXECUTIVE SUMMARY:

This work has as its main theme the systematization of the activities that are
they can perceive in the business turnover of a company. To develop the topic, it has been
taken as a critical point to the company BEMBOS since it has an important
partition within the fast food market.
As a starting point, the company is described, a brief history, how it has evolved.
developing over the years until venturing into the city of Piura where it
has focused the study, its areas, products and services, organizational chart, culture
organizational.
With the help of a flowchart, you will be able to see how the service is performed.
client and the preparation of their products, the basic operations and transactions
system modeling.
The work also shows the flow of information between the organic units of the
company, the database model to store vital information for performance
of the company and possible software that could meet or solve needs for
bring this information to those who supervise the company's operations and for
who make decisions.
The work concludes with designs of the operational and strategic reports as well as the
scheme of the critical processes of the company.
There are two more considerations that must be made about organizational culture. For one
side, to say that the main function of culture is to bring together, since in the context of
an organization the culture generates in individuals a sense of belonging. In this
sense, it is considered as the social adhesive that keeps individuals united in
I return to a project.

On the other hand, it is worth mentioning that the cultural factors of the environment exert influence on the
cultural configuration of the organization. The national culture of the country where the entity is located.
insert, for example, print their values in behavior patterns and the
interpretative frameworks of the culture in question.

Some conclusions

Following the trend seen in other parts, in Peru, cases like that of Bembos...
they show that one of the franchises with the most potential for expansion and development is that of
fast food. Although the history of this type of business is not in itself
too long 23, there are plenty of examples of winners and losers just like in any
business.

In the global arena, the franchise system or franchising has earned a place.
privileged as the preferred alternative for investors who want to take less risk
to face new businesses. Nowadays, among the various existing distinct categories
In the system, the fast food restaurant sector takes the largest share of the
Well, the consumption habits of the Latin American customer are changing in tune.
from an increasingly agitated environment. On the other hand, the creation, in 1993, of the new
The law on the treatment of foreign investments and capital played a very prominent role.
in the system since it allowed to open a little more trade starting that year
international, thus contributing to the growth of the business. Despite everything, as in
all other sectors, the consequences of the economic crises that it has gone through
Peru has also knocked on the doors of this activity.

The emergence of the phenomenon of globalization has caused Peruvians to receive a

strong influence of American culture in many aspects. However, in the
In recent years, Peruvians have known how to add national flavor to certain things; it is enough
observe the case of Bembos. The fast food chains that came to settle in
Lima like McDonald's or Burger King were welcomed with enthusiasm during the decade
from the 90s, but they have had to fight hard to not lose ground against the
national entrepreneurs who adopted the best of these chains to incorporate it into
market. Bembos is perhaps the best example of this.
Cases like Bembos show us that Peruvian investors have applied the
franchise system to develop a brand, position it in the market and
expand in the market. However, the crisis has affected the plans of
expansion of many chains and has forced in some cases to wait for better
market conditions. Crises have also affected Bembos although, as we have
seen, the chain has managed to overcome difficulties and offers some guidelines to follow to
other similar businesses.

It is thus that despite the difficulties presented by the Peruvian market, national brands
how Bembos has managed to prevail over foreign brands. But aside from what has been stated,
examples like that of Bembos demonstrate the potential that Peru has as a market for
install new franchises and businesses as there is room to develop new ones
concepts both in products and services to the extent that in this latter
the market is relatively unsaturated. On the other hand, it should be considered that the
The country is currently emerging from an economic and political crisis. As a result,
that improves the situation, in terms of stability and wealth creation the market
it will activate, allowing for a greater number of investments and companies among them the
dedicated to franchising 25.

It is important to highlight that, as the case of Bembos demonstrates, this market is

mainly aimed at an urban consumer of high and upper-middle socioeconomic level,
since in Peru there is still not a large middle class. Very few franchises have
They have set up their stores in the provinces, almost all are concentrated in the capital, Lima.
Bembos has behaved in the same way. This is due to several reasons, perhaps the main one
it is the economy, since as mentioned before the audience with the highest level
purchasing power is found in this city. In addition, the customs in the capital and the
provincial cities are still different, it is worth mentioning that the consumer in
provinces are still not accustomed to consuming so-called fast food and it is more
conservative to accept new concepts of the market. However, continuing with the
previously exposed, little by little thanks to the media and
especially with the arrival of the Internet, a culture is spreading throughout the country
similar in uses and customs that will change these habits in the short term. But, for
So far, only a few franchises have been established in Cuzco and Arequipa since
they are the most important cities in the country after Lima.

However, what places Peru and specifically Bembos as a case

exceptional is what has been termed the phenomenon of 'tropicalization' which consists of
adapt the franchise to consumer tastes. It is not enough to apply the concept and the
model of the chain without further ado, but it must be analyzed very carefully beforehand
entering the market the tastes and needs of potential customers. The sections
precedents have shown us cases of successful franchises in the United States that do not
have been able to adapt properly to their audience in Peru, which is why they have been seen
forced to close.
Precisely in relation to the above, the circumstance has arisen that franchises
they have ceased to be exclusively imported, the purely Peruvian franchises
they begin to invade the market with considerable success in some cases being some of
they are sales leaders in certain products; Bembos is one of the best
examples to take into account.

In times marked by globalization and increasing uncertainty, it is

tremendously difficult to make forecasts and get them right. However, we can
say that, nowadays, the necessary conditions can be found in the Peruvian market to
the development of this type of business, as there are still sectors that are little
saturated and in which there would be greater business opportunities. We will have to wait
to see if this is really true.

Bibliography:

CASE

2000 "Fast food (hamburgers): more stores for 2000". In: Caser Risks
of Market, pp. 95-102.

Basic references

Trade & Production. "Franchises: crunchy and delicious".

CPN. 'Bembos postpones plans to enter provinces.' June 21, 2002.

DECIPHERED. “Bembos is coming to Venezuela”. November 28, 2002.

Bembos Case

ESTRADA, J. "Loyalty to the customer: a necessity in the company". The Magazine of

Strategy. 2002.