Strategic Analysis for Best Coffee China

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STRATEGIC ANALYSIS FOR BEST COFFEE CHINA
Linda Qin
Bachelor of Economics,
Guangdong University of Foreign Studies, 1996
PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In the
Faculty
of
Business Administration
O Linda Qin 2004
SIMON FRASER UNIVERSITY
Fall 2004
All rights reserved. This work may not be
reproduced in whole or in part, by photocopy
or other means, without permission of the author.
APPROVAL
Name: Linda Qin
Degree: Master of Business Administration
Title of Project: Strategic Analysis for Best Coffee China
Examining Committee:
Chair: Dr. Neil R. Abramson
Senior Supervisor
Associate Professor
Dr. David C. Thomas
Second Senior Supervisor
Professor
Date DefendedIApproved:
SIMON FRASER UNIVERSITY
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ABSTRACT
Best Coffee Canada, a well-known coffee company founded in 1992, has been actively involved with international expansion.
Best Coffee China (CCC), the master franchisee for Best Coffee in China, started building corporate stores in four major cities in early 2003. Since then, CCC is now experiencing aggressive expansion, which unavoidably requires strong resource management and effective corporate system development.

However, CCC is lacking a centralized decision-making team. Furthermore, CCC finds it difficult to maintain a pool of well-trained managers. This also explains why CCC had to spend a higher cost on everything at the early stage.

This graduation paper aims to examine the key successful factors for Best Coffee to thrive in China, and to provide the reasons that hinder Best Coffee's fast growth in China. By using Porter's five forces to analyse external and internal factors, this paper will provide several solutions...
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