Consider the factors that encouraged and enabled Fresko Psomi to expand into different geographical areas:

Question 3 This question asks you to consider the factors that encouraged and enabled Fresko Psomi to expand into different geographical areas. In your answer, you should consider both sales and sourcing activities.

Part (a) asks you to explain the concept of ‘drivers of globalisation’. You should start your answer with a brief explanation of what is meant by ‘drivers of globalisation’, followed by a short explanation of what each driver is and how it works. Make sure you use your own words for these explanations.

Part (b) requires you to consider which drivers of globalisation seem present in the case study and how they encouraged and enabled Fresko Psomi to expand beyond Greece. You need to provide examples – drawn from the case study – of how each of the four drivers act in this particular case. If you think that a particular driver is not relevant in this case, say so. The more specific your answer is to the situation of Fresko Psomi (as far as you can tell from the case), the better.

Part (c) requires you to consider whether there are any barriers that seem to discourage further international expansion of Fresko Psomi. From the information provided in the case study, explain what these barriers are and how they seem to have affected the business. Explain how this would seem to affect the future success of the business.