BRINGING BUSINESS TO NEW MARKETS

The article examines the strategies of Dodo Pizza LLC’s entry into new sales markets, in particular, the BRICS countries (Brazil, India, South Africa), taking into account their economic, cultural and competitive characteristics. Based on an analysis of the company’s previous experience (using the example of countries such as China, the United States, Great Britain, Turkey, and the United Arab Emirates), key success factors and risks associated with international expansion have been identified. Special attention is paid to the adaptation of the business model, including the localization of the menu, the introduction of technological solutions and the development of a unique sales offer. Recommendations are offered on minimizing risks and optimizing the strategy of entering the Brazilian market, where a combination of premium positioning and digital innovations can provide a competitive advantage.