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AGW 618 Marketing Management
The Coffee Bean and Tea Leaf

Abdul Aziz Abdul Rahman S-GSM0406/11

Lecturer: Dr. Zurina Mohaidin
Submission Date: April 23, 2013

Case Evaluation and Presentation (20%):
Each student will write a brief overview of the Marketing Management in Practice in their organization and share on salient topical issues covered in class on the appointed day of particular interest to be reported is unique benchmark of Marketing Management Practices.

The written report should be about 5 to 10 pages covering the following:
Students from the same organization may write similar company and Marketing Department Profiles but must write on different aspects of Marketing Management Practices as this is an individual assignment. Full-time students may write about their previous employers and those without prior working experience may visit, interview and report on any organization.

The hardcopy of the written report and PowerPoint Presentations must be submitted after the sharing session (maximum 5 slides and between 3 to 5 minutes each).

Company profile (brief, include number and profile of employees);

The Coffee Bean and Tea Leaf was found by Herb and Mona Hyman in 1963 when they visited Europe to taste and experience the best coffee offered in that region. For that matter they have decided to bring home the specialty coffee concept of a business back to California, United States. They first opened their store in Brentwood, California, and still operating until this day.

Over the next 35 years, the Hymans continued to grow the coffee business and share their passion throughout Southern California. Unique flavours and handcrafted beverages became the cornerstones of their business. They carefully roasted and blended the beans to suit their guests' tastes. These personalized creations have been used in formulating some of our popular and enduring blends still offered in our cafes today.

The Coffee Bean & Tea Leaf has since grown to over 850 stores. Company-owned stores are located in California, Arizona, Singapore and Malaysia. Our domestically franchised stores span from California to New York and include locations in Florida, Hawaii, Michigan, Minnesota, Nevada, New Jersey, Oklahoma, Texas, Washington and Washington D.C. Internationally, The Coffee Bean & Tea Leaf franchise locations can be found in Brunei, Cambodia, China, Egypt, Germany, India, Indonesia, Iraqi Kurdistan, Israel, East Malaysia (Sabah), Kuwait, Lebanon, Mexico, Oman, Philippines, Qatar, Saudi Arabia, South Korea, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. Future cafés are slated to open in Hong Kong, Jordan, Mongolia, Connecticut, Georgia and Illinois. Currently they have over 900 locations in 25 countries. Today, it has more than 6500 employees working worldwide and it is growing bigger.

Retail Format

Traditional

Traditional street side locations and shopping malls represent the majority of The Coffee Bean & Tea Leaf cafes worldwide. Our retail design offers a modern, contemporary look coupled with a highly efficient back-of-house configuration. We have proven to be successful in locations big and small around the world.

Non-traditional

The Coffee Bean & Tea Leaf has over 40 airport locations around the world. We offer the traveler a premium specialty coffee and tea experience wherever they may be, and successfully operate both in-line and free-standing cafes in the airport and travel channels. We have a growing number of locations on University Campuses. The Coffee Bean & Tea Leaf provides an environment for students and staff to work and socialize while enjoying our beverage and food offering. On Military Bases, We are proud to serve members of the United States military and their families. The Coffee Bean & Tea Leaf offers grocery shoppers Store in Store cafes and kiosks that provide our...
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