Gbmt Cilantro Cafe

Topics: Brand, Egyptians, Brand management Pages: 4 (603 words) Published: November 9, 2012
Global Business Environment

1. 2. 3. 4. 5. 6.

Introduction & History Changed by the revolution SWOT Vision Strategy & Implementation Reasons of success Success of the communication strategy The smart and innovative strategies 7. Recommendation

 An Egyptian coffee shop company based in Cairo.
 First modern-culture coffee shop in Egypt.

1999 2000 Two young Egyptian entrepreneurs begin to think about the idea of Cilantro Café. Establishment of Delicious Inc. with “Cilantro” as a trade name. Launch of the first Cilantro Café. Within 4 years, the company opened 8 shops in Egypt. Rise of competition.


2005 2008
January, 25th of 2011 End of 2011

El-Sewedy, an Egyptian local group, won the bid against Starbucks chain to make the acquisition of Cilantro. Beginning of the internationalization of the company with the opening of the first outlet abroad in London, UK. Beginning of a popular uprising which became the Egyptian revolution. The company owns around 70 outlets in Egypt.

Changed by the revolution

 Breaking away from the government
 Self Concepts
 Belonging to Egypt

 Cilantro Café provided values for customer
 Knowledge  Health Consciousness

Transition from local to Global process

1 2

Choice of country for franchise
Selection criteria for franchisee Contract negotiation

3 4 5

Operational preparations Outlet Opening Continuous monitoring & feedback

SWOT analysis - Internal Strengths
 Creation of the concept of a modern-culture coffee shop  Diversified customers  Value of knowledge and value of health-consciousness.  Communication strategy: differentiation while creating add  Value added services.  Good marketing team  Maintenance of the company’s key performance indicators

SWOT analysis - Internal Weakness

 Hardly to control the franchise.  Time consuming for the transition from local to Global process

SWOT analysis - External Opportunities

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