PREPARED BY: NOR ASMAHANI KUTIPFATANAH IBRAHIMELENA 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, California-based 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 company’s strategic plan and serve as Executive Chairman.

SWOT ANALYSIS

Strength Recruitment, training and recognition

program Company’s marketing program Company’s franchise practice Intelligence of the leader Company’s business strategy Outstanding quality of input and output Experience and innovation Community involvement

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• Weakness – Target market characteristic– Franchisee’s policy

• Opportunity–Market potential–Changing of lifestyle

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

PORTER’S FIVE FORCES

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BCG MATRIX

List of Coffee Beans’ competitorsStarbucksOld Town White CoffeeSan Francisco CoffeeGloria Jean CaféDomeBangi KopitiamSteven’s Kopitiam

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 STARS QUESTION MARKS

CASH COWS DOGS

STARBUCKS

THE COFFEE BEAN &

TEA LEAF

OLD TOWN WHITE COFFEE

GLORIA JEAN CAFE

DOMESTEVEN

BANGI KOPITIAM

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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