Levendary Cafe China

SOLUTIONS
China Challenge
Evaluation
PRESENTATION OUTLINE

BACKGROUND OF LEVENDARY
PROBLEM IDENTIFICATION
PROBLEM JUSTIFICATION
SOLUTION
EVALUATION
IMPLEMENTATION
CONCLUSION

Implementation
CONCLUSION
MIXED METHOD
A company wanting to incorporate international marketing into their stategy has to go beyond exporting and become much more directly involved in the local marketing environment within the given country (Jeannet and Hennessey, 2004)


Levendary has to participate in and develop entire marketing strategies for foreign markets.


The mixed concept was created to respond to company needs in tailoring their strategies to be in line and identical with their domestic market while giving room to cater to the specific needs of the new foreign market.


"Tasty Fresh Goodness"
problem
Problem Identification
Problem Justification
Requirements for Strategy Making
Roles Play During Strategy Implementation
levendary
Levendary Cafe is a well-known brand in the US expanding into China.
Born as a small soup, salad and sandwich restaurant that developed into a $10 Billion business of 3,500 cafes nationwide.
2/3rd of their cafes are franchised.
Fundamental are strong and performance is in line with forecast
Stock trading at a discount due to:
Slow domestic growth
New CEO

Group 12
STUDENT ID : 9049369, 9074094,
9230838, 9233337, 9138491, 9019592
LEVENDARY CAFE
LEVENDARY LOCAL
THANK YOU!
QUESTIONS
2 main means of evaluation
Theoretical Analysis
Feasibility Analysis
FEASIBILITY ANALYSIS
Planning Stage
Renewal of Chen's contract with additional conditions.

Codification of information from the U.s. restaurants and to develop new manuals to describe new strategy.

Ordering and developing appropriate training sessions for staff regarding differences in business operations due to changes in general company strategy in China and changes in types of restaurants (Local and U.S.)

Creating teams to implement specific tasks
BUDGET
Calculating all expenses that regard to the changes in the Levendary China Strategy

RESOURCE AVAILABILITY AND SKILLS THAT ARE NEEDED
Employ new personnel to provide assistance in generating two types of financial reports.
Create team in the USA to codify all necessary information.
To give all technical assistance that necessary in implementing new way of doing business

SOFTWARE AND OTHER TECHNOLOGY TO BE USED OR PURCHASED
Execute data conversion and translation of all codified business operations (English-Chinese)
Prepare technological facilities for implementation.
StANDARDIZATION
ADAPTATION
MIXED CONCEPT
A company wanting to incorporate international marketing into their stategy has to go beyond exporting and become much more directly involved in the local marketing environment within the given country
(Jeannet and Hennessey, 2004)


Levendary has to participate in and develop entire marketing strategies for foreign markets.


The mixed concept was created to respond to company needs in tailoring their strategies to be in line and identical with their domestic market while giving room to cater to the specific needs of the new foreign market.
LEVENDARY CAFE
LEVENDARY LOCAL
Recommendation
Theoretical Analysis
Source: Urde, et al. (2013)
Levendary lacked strategy as their China campaign commenced.
We offered three strategic solutions
Standardization
Adaptation
Mixed Concept
After thorough evaluation of these options, we decided the mixed concept was best for Levendary to maintain their brand image while still catering to the local market needs.
Our analysis of the case was not without limitations.
Insuffient information on Levendary's distribution in China
Not enough information to provide in-depth analysis about the choice of suitable President and manager for the Chinese market.