Case Study

3382 Words May 22nd, 2015 14 Pages
Winning Global Taste Buds: v Levendary Café v
Hillary Tzeng

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Table of Contents

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Executive Brief

3

Decision Tree

4

Company Overview
Product Mix & Global Presence
Current Business Model
Value Chain
Competitive Advantages
Growth Imperative

5
6
7
8
9

Country Analysis – China
Economic Overview
CAGE Analysis
Target Consumers
Institutional Voids

10
11
12
13

Industry Analysis – Multi-Unit Restaurants
Porter’s Five Forces
Market Attractiveness
Industry Trends
Competitor Analysis

14
15
16
17

Recommendations

18

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Executive Brief

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To reap the profits derived from possessing a strong brand image, quality customer service, and consistent company practices
…show more content…
Many stores offer slight, local menu adaptations.

Global Presence
Levendary Café currently has over 3,500 stores in the United
States, 23 stores in China, and a partnership in Dubai. Its most immediate plans are to expand its store coverage in China to balance out its slowing U.S. growth.

5

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Maximizing Profitability Potential
Current Business Model

Tight Control of store expenses
& operations

Increased need for employees’ operating tools
& learning (OTL)
Raised
consumer demand Global scale Higher margins Speedy service
& order accuracy New franchises Royalty fees Reinvest

Branded grocery items

Volume

Profits

Negotiation power with suppliers Diversified global portfolio

Marketing programs New menu boards International expansion 6

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Coordinating Across All Operations

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Value Chain
Levendary Café’s operations touch upon the entire value chain of running a multi-unit restaurant. Its driving force for keeping the brand fresh originates in its R&D Concept group, while it maintains operating standards at its point-of-sale destination as part of the training enforced in Sales & Service.

R&D

- Concept group senses upcoming food trends - Maintains consistency with the slogan
“Tasty Fresh

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