Submitted By nisharama
STRENGTH * Company’s marketing strategy
All the stores of The Coffee Bean & Tea Leaf were located at high traffic, high visibility locations in each market. The market entry strategies use by the coffee shop in managing their foreign franchisees when expanding into Asia including master franchising and company owned-stores. A master franchise is a person or entity that provides services to franchisees in a specified territory, typically a major market, geographical region or even one or more countries. The marketing approach is essential to gain a competitive advantage in the foreign market. The construct included market entry, site location, and market positioning. The reason is to choose master franchise as its form of franchising is because of that the master franchising was the most popular mode of entry into distant band cultural dissimilar market such as Asia. The Coffee Bean & Tea Leaf found that the sale of a master franchise as a quick method of establishing a franchise operation. Instead of sub-franchising the units, the master franchisees prefer to own and run the entire unit. The reason also is too attributed largely to be limited size of the marketplace as the products are targeted at specific niche rather than the general public. It entered Singapore, Malaysia, and Taiwan by master franchising. In the other hand, the coffee shop prefers to use company-owned stores in Hong Kong, Australia and United States. Whereas for the more complex markets is more favored like Japan, Philippines and the Middle East. The company is quite geographically dispersed in Asia.
* Recruitment, training and recognition program
The Coffee Bean & Tea Leaf has established a regional office in Singapore to provide training and recruitment support for the region. The previous owner provides no assistance in recruitment of the key managers. They were recruited with the…...