Coffee Bean

Topics: Coffee, Southeast Asia, Drink Pages: 3 (662 words) Published: July 24, 2012
Executive Summary

The Coffee Bean & Tea Leaf was founded by Mona and Herbert Hyman and it is established in Los Angeles, California in the year 1963. The first Coffee Bean & Tea Leaf were established here in Malaysia in 1997. The company offers a wide variety of its own signature beverages that ranges from coffee to non-coffee drinks and launched their very own signature drink; “The Original Ice Blended” in 1989 and has been the main highlight of its company ever since.

We will take a look into the possibility of bringing in a new product that could be a mainstay for the Ice Blended range that is already available here in Malaysia. Currently, the range of its Ice Blended drinks is limited to several coffee and non-coffee drinks. Although from time to time Coffee Bean has been introducing promotional and seasonal Ice Blended drinks, none of these drinks will be served in the main menu after that the promotion is over. With this.

Although a majority of Malaysians like to drink coffee oriented drinks,

With the introduction of the Honeydew Ice Blended to the market, it will help boost the challenge of bringing in new flavors for the market.

Situation Analysis

The Coffee Bean & Tea Leaf is entering its fifteenth year of operation in Malaysia with many of its products ranging from its well known “The Original Ice Blended” beverages which carries coffee and non-coffee drinks have been well received by the public. However,

2.2 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses for the proposed product and describes the opportunities and threats that it will face.

2.2.1 Strength

The Honeydew Ice Blended drink is offered during the summer seasons and it is well known as the refreshing summer drink in United States. With summer all year long in the South East Asia region, this product has also been proven as a main-stay in the Philippines and Singapore’s The Coffee Bean & Tea Leaf. This product...
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