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Levendary China Case Study

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Levendary China Case Study
Levendary Café:
The China Challenge

By: Anna-Lena Mayer, Tobias Jüngst and Florian Beck

Agenda

Executive Summary
Company Overview
Market Analysis
Market entry China
Recommendation
Implementation

Executive Summary

• The headquarter needs all numbers of all subsidiaries in the same reporting format
• The US Version of Levendarys will not work throughout China
• If the necessary adjustments in some places are too much, Levendary China should get a new name
Executive Summary

Company Overview

Market Analysis

Market entry China

Recommendations

Implementation

Company Overview

•
•
•
•
•

Executive Summary

3500 cafes worldwide
Franchised
$10 billion business
New CEO Mia Foster public company (IPO in January 2011)

Company Overview

Market Analysis

Market entry China

Recommendations

Implementation

Concept

•
•
•
•
•

Executive Summary

High quality fast food
Customer oriented service
Organic ingredients
Warm, comfortable atmosphere
High quality shop design

Company Overview

Market Analysis

Market entry China

Recommendations

Implementation

Organizational Chart
Mia Foster, CEO

EVP,
Administration

Peter Steele,
Chief Franchise Officer

Lucien Leclerc,
Chief Concept Officer

VP, Business
Dev.

Nick White,
Chief Operating Officer

VP, Fin/Acctg
VP, Legal

Executive Summary

SVP, Marketing

Regional VP´s, US
Market

SVP, Food

VP, Real Estate

Director,
Creative

Louis Chen VP,
China

VP, IS

Director,
Distribution

Director, Ops,
Tools & Learning

VP, Purchasing

Director, Online

Director, Catering

Company Overview

Market Analysis

Market entry China

Recommendations

Implementation

STEP Analysis

• Eating habits which are different from the U.S.
Sociological • Increasing trend of eating out

• High use of manual labour
Technological

• Per capita income in middle class surged from $942 to $2.576 in ten years from 2000-2010
Economical • Worlds largest producers of rice, corn and tea

Political

Executive Summary

• Corruption
• High government
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