Levendary Cafe

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Explain the function of the choosen International Company..................................................p.3 The global business environment the company operates in. Consider the industry main......p.3 competitions, and the biggest challenge The organizational structure of the company..........................................................................p.4 The impact of culture of the chosen business activities around the world..............................p.5 The key management issues the chosen organization faces....................................................p.6 References................................................................................................................................p.7

Explain the function of chosen International Company

Lavendary Cafe was found in 1978 by Howard Leventhal, who hold chain of 3,500 cafes. After 32 years of holding the business he decided to pass his role to the Mia Foster, who become a new CEO. She had a lot of experience, as previously she had been a president of U.S. business of a large American fast food company for seven years. After gaining the power Foster felt the challenge to make Lavendary Cafe a multi-national brand;Wall Street’s were very skeptical about this idea. Foster did not have previous experience in an international management, therefore the risk was big, especially if the restaurants were supposed to enter China market;she knew that her idea will be in the center of attention.

Over the 23 years Howard had relied on CCO-Lucian Leclerc, who had ability to take control risk and also was following the food-trend;Lavendar was in the top U.S. restaurants. The slogan was introduced: “Tasty Fresh Goodness’-TFG. As the marketing is an important part of the business the CCO decided to cooperate with advertising company to convey TFG concept through advertising images and copy. At the same time the logo was very well-think, as Lavendar Cafe promoted through healthy and cheap food;logo included earth tones to communicate natural. The look of the Cafe in each location is the same, but menu is changing in accordance to the local market preferences as well as pricing differences to meet local competition. But for the recognition purposes the outlook stays the same.

Lavendary Cafe was categorized as the quick casual restaurants, therefore the entrees prices are between $8-$20.The two main characteristics of the Cafe are the salads, sandwiches and wholesome soups which are made using high-quality ingredients and a obligation to service in a friendly and comfortable environment. At the same time Lavender Cafe is recognize as the one which is willing to take a risk, especially those which help to develop and evaluate over the time and as a results in profits.

The global business environment the company operates in. Consider the industry main competitions, and the biggest challenge

Business environment is very competitive especially in food industry is very stable in terms of food and brand loyalty, therefore this forms a high barrier for new competition to break in to the market. ie. Lavendary cafe. Biggest challenge is to change the perception of the local consumers to switch from their staple food of ie. rice, to sandwiches, fresh soups and salads, which is of a more competitive price as wheat prices are booming due to high demand. therefore sandwiches act as a good substitute. to change the perception of new brand ie. lavendary cafe. Will be the most difficult task as there are many factors to consider, some are long term, as taste which requires high promotion especially if the market is very stable, which means high costs are expected. If entering a completely new market people have to see and with time brand is gaining customers. Others are short term as income, demand/supply so, with time and great effort invested in promotional means, changes...
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