Faced with basically no international growth in the three years to 1999, Mrs. Fields Famous Brands, a USA based fresh-products franchise company, acquired TCBY Ice Cream & Yogurt in 2000 to help grow its international business based on the strengths of its multiple brands. The company combined the international strategies of the two companies and adopted several new strategies including: 1) Drawing in new international master franchising partners by leveraging the strength and quality reputation...

BPIR Categories

4.1.4 Develop & implement marketing strategy
2.2.4 Formulate and review business unit strategy

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