PREPARED BY: NOR ASMAHANI KUTIP FATANAH IBRAHIM ELENA SABRINA

STRATEGIC MANAGEMENT (HTH 668)

INTRODUCTION

Founded by Herbert and Mona Hyman in 1963 Asia-Pacific Region in 1996 70 successful stores in Singapore, Malaysia and Taiwan. Company background: the mission, vision, core values, history, products and the CEO background. Strategic management analysis Internal analysis and external analysis.

COMPANY BACKGROUND

The Coffee Bean, is a Los Angeles, Californiabased coffee chain, owned and operated by International Coffee & Tea, LLC. First store opened in the Los Angeles neighborhood of Brentwood in September 1963. Celebrated its 45th anniversary during the month of September 2008. Wi-Fi access offered at the most locations

LOGO

MISSION

Friendly Respect Ownership Teamwork Honesty

VISION
To every discerning customer To every valued team members To every unique community

OUR PRODUCTS

Cakes Coffee Teas Party packs

CEO OF COFFEE BEAN

Sunny Sassoon the Chief Executive Officer at International Coffee & Tea LLC on December 19, 1998. About 30 stores in 1998 to over 600 stores in 2007. Beginning in 2008, he continues to participate in the development of the companys strategic plan and serve as Executive Chairman.

SWOT ANALYSIS
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Strength
Recruitment, training and recognition program Companys marketing program Companys franchise practice Intelligence of the leader Companys business strategy Outstanding quality of input and output Experience and innovation Community involvement

Weakness Target market characteristic Franchisees policy Opportunity Market potential Changing of lifestyle

Threat Competition Host country risk management Culture environmental aspect Enthusiasm of health consciousness

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PORTERS FIVE FORCES

BCG MATRIX
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List of Coffee Beans competitors Starbucks Old Town White Coffee San Francisco Coffee Gloria Jean Caf Dome Bangi Kopitiam Stevens Kopitiam

 STARS
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QUESTION MARKS OLD TOWN WHITE COFFEE DOME STEVEN

STARBUCKS

GLORIA JEAN CAFE

THE COFFEE BEAN & TEA LEAF CASH COWS

DOGS

BANGI KOPITIAM

P.E.S.T.E.L ANALYSIS

Politic Health and Safety Guidelines Relationships between coffee producing nations and U.S Domestic Programs

Economic Franchising facilitates set ups. Support from major supplier. Marketing grow Perceive value for money

Social Change of culture Demographic High expectation Technology World Wide Web (www) Wi-Fi

Environment Sites and location Cost implications Entry of other competitor Public opinion

Legislation Halal and Kosher Law International franchise legislation