Case Analysis P3 2 San Francisco Coffee
SAN FRANCISCO COFFEE HOUSE:
AN AMERICAN STYLE FRANCHISE IN CROATIA
By Ionut Georgescu, Cohort 13, Ionut.georgescu@global-‐innovation.com.ro
1. Should Tensek and Pacek consider franchising over organic growth?
In a certain moment, YES. “Franchising is the practice of leasing for a prescribed period of time the right to use a firm's successful business model and brand.”1 First of all they should think how to make from their idea a real model or brand. In the moment they analyze the situation of their idea and local market situation they have had in front of their eyes a non-‐mature market with a minimum experience in both businesses – coffee shops and franchising.
Regarding coffee shops business, they have an European country with a good history and an European future. Croatia has also an important history in tourism as it was the “New French Riviera”; it is very closed to Italy, which is an important country regarding coffee consume per capita and with a positive culture for coffee. Also from their analysis it results a positive attitude from Croatian consumers and also for the foreigners which visit their country. The coffee shops was already a presence in the Croatian style of living and interest. The fact that the
AN AMERICAN STYLE FRANCHISE IN CROATIA
By Ionut Georgescu, Cohort 13, Ionut.georgescu@global-‐innovation.com.ro
1. Should Tensek and Pacek consider franchising over organic growth?
In a certain moment, YES. “Franchising is the practice of leasing for a prescribed period of time the right to use a firm's successful business model and brand.”1 First of all they should think how to make from their idea a real model or brand. In the moment they analyze the situation of their idea and local market situation they have had in front of their eyes a non-‐mature market with a minimum experience in both businesses – coffee shops and franchising.
Regarding coffee shops business, they have an European country with a good history and an European future. Croatia has also an important history in tourism as it was the “New French Riviera”; it is very closed to Italy, which is an important country regarding coffee consume per capita and with a positive culture for coffee. Also from their analysis it results a positive attitude from Croatian consumers and also for the foreigners which visit their country. The coffee shops was already a presence in the Croatian style of living and interest. The fact that the