Case summary:
Country C is famous for tea. Company S started their first shop in State T of Country C in 1998. At the end of 2016, there were over 2,300 stores in Country C and they planned to open 5,000 stores by 2021. The atmosphere of the store is the major advantage for the company, as people of Country C preferred meeting their friends and business partners in the stores. However, some people started hating the coffee, as it is so bitter.
Hence, Company S started offering a customized product which matches the taste of the customers. In addition to this, Company S concentrated on helping students and teachers in a rural part of Country C.
To determine: How the growth of the ready-to-drink market will support the sales in Company S stores.
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Business Esentials, Student Value Edition Plus 2017 MyLab Intro to Business with Pearson eText -- Access Card Package (11th Edition)
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