Costa Coffee International Expansion to China
Costa Coffee International Expansion to China
TERM 131 6EM705
Course Work I
Assessment task:
Critically analyze the strategic choice and implementation of a hospitality or event organization Benyang (Ben) Yu (BAHE1)
SHMS: YUBE200890
Derby: 100306147
Lecture: Ms. Zainab Atta
Date: 5th, April, 2013
Table of Contents
1.INTRODUCTION ....................................................................................................................... 1
1.1 AIM ......................................................................................................................................... 1
1.2 BACKGROUND ........................................................................................................................ 1
1.3 METHODOLOGY ...................................................................................................................... 2
2. FINDING AND ANALYSIS ...................................................................................................... 3
2.1 CURRENT SITUATION ANALYSIS ............................................................................................. 3
2.2 EXTERNAL ANALYSIS ............................................................................................................. 4
2.3 PORTER’S 5 FORCES ............................................................................................................... 5
2.4 INTERNAL ANALYSIS .............................................................................................................. 6
2.5 EVALUATION .......................................................................................................................... 8
3. RECOMMENDATION ........................................................................................................... 10
4. CONCLUSION ......................................................................................................................... 11
5. REFERENCE
TERM 131 6EM705
Course Work I
Assessment task:
Critically analyze the strategic choice and implementation of a hospitality or event organization Benyang (Ben) Yu (BAHE1)
SHMS: YUBE200890
Derby: 100306147
Lecture: Ms. Zainab Atta
Date: 5th, April, 2013
Table of Contents
1.INTRODUCTION ....................................................................................................................... 1
1.1 AIM ......................................................................................................................................... 1
1.2 BACKGROUND ........................................................................................................................ 1
1.3 METHODOLOGY ...................................................................................................................... 2
2. FINDING AND ANALYSIS ...................................................................................................... 3
2.1 CURRENT SITUATION ANALYSIS ............................................................................................. 3
2.2 EXTERNAL ANALYSIS ............................................................................................................. 4
2.3 PORTER’S 5 FORCES ............................................................................................................... 5
2.4 INTERNAL ANALYSIS .............................................................................................................. 6
2.5 EVALUATION .......................................................................................................................... 8
3. RECOMMENDATION ........................................................................................................... 10
4. CONCLUSION ......................................................................................................................... 11
5. REFERENCE