Just Mexican –At Entrepreneurial Cross Road

Abstract

The entrepreneur is a young NRI, who resides in the USA. After experiencing downturn in the U.S.A. in early 2000, he decided to start entrepreneurial activity in India. During his early visits to India, he used to miss the Mexican food offerings. This was an idea, which has given an opportunity to him to start offering Mexican food items being the lowest cost provider. For lowering the total cost to capture the highest market share in the short run, entrepreneur has established Deniso Group of Companies, under the umbrella name of “Deniso”, This case is on “Just Mexican”, recently entered into Indian growing fast-food market with the Mexican menu. An untested business model, franchisee development, competitors‟ pressure, fast changing customer preferences and his inexperience in the field were posing challenges to the entrepreneur.