S.W.O.T. Analysis of Coffee Bean & Tea Leaf Essay

2145 Words Mar 4th, 2013 9 Pages
S.W.O.T. Analysis of Coffee Bean & Tea Leaf

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
…show more content…
Then they always have the greatest ability to find suitable adaptable strategies. In additional, special training is provided to staff to be more forward in greeting and helping the customers. The coffee shop has managed to maintain several traditions which are secrets of their success, one of which is having their team members provide to each customer with a total quality experience inspired from the company’s core value .They practice F.R.O.T.H. ( Friendly, Respect, Ownership, Teamwork and Honesty ). When the coffee shop stores open their doors, they aren’t just opening them to the customers as they are als opening or inviting them to new team members as well.

* Company’s franchise practice

The Coffee Bean & Tea Leaf encourage information exchange between franchisor and franchisee to get a better understanding about the environment and problems which faced by the franchisee. Regular communications were made between the franchisor and franchisees during early stages of expansion into a region. The coffee shop also provides franchise training to the franchisees and key managers. For example, the first master franchisee and key managers spent 6 weeks training in the United States. The small firms rely heavily on the professional expertise and advice of their solicitors who specialize in domestic and international

Related Documents