James is the president of Taco Rocket

James is the president of Taco Rocket, a new and successful chain of 8 Mexican fast-food restaurants. The success James has experienced in the last 5 years has him thinking of what to do with the business next. Should he expand the business at the current rate? Open new and different restaurants? What?

Part A: James is confused and needs help in making the correct decision.

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1. According to the decision-making process, what steps should James take to make his decision?

2. James decided to collect information about what made his business successful in the past. He is trying to determine if his success was because of the quality of the food, the fact that the restaurant offers Mexican fast food (not burgers and fries), or something else that could be duplicated for a different kind of restaurant. What might James do to gather, segment, and analyze this information? Which steps of the decision-making process are involved?

Part B: James is considering the following options for expansion. For each option, discuss what strategy is being considered and some of the opportunities and challenges that might be involved.

1. James has considered buying a local competitor and the two would combine under the Taco Rocket name.

2. James is thinking of coming out with a new Fifth Degree Burrito that is so hot it “burns a hole in the plate.”