Case Analysis P3 2 San Francisco Coffee

Topics: Franchising Pages: 5 (2030 words) Published: December 5, 2014
SAN
 FRANCISCO
 COFFEE
 HOUSE:
 
 
AN
 AMERICAN
 STYLE
 FRANCHISE
 IN
 CROATIA
 

 
By
 Ionut
 Georgescu,
 Cohort
 13,
 Ionut.georgescu@global-­‐innovation.com.ro
 
 

 
1. Should
  Tensek
  and
  Pacek
  consider
  franchising
  over
  organic
 
growth?
 

 
In
 a
 certain
 moment,
 YES.
 “Franchising
 is
 the
 practice
 of
 leasing
 for
 a
 
prescribed
 period
 of
 time
 the
 right
 to
 use
 a
 firm's
 successful
 business
 model
 
and
  brand.”1
 First
  of
  all
  they
  should
  think
  how
  to
  make
  from
  their
  idea
  a
  real
 
model
 or
 brand.
 In
 the
 moment
 they
 analyze
 the
 situation
 of
 their
 idea
 and
 
local
  market
  situation
  they
  have
  had
  in
  front
  of
  their
  eyes
  a
  non-­‐mature
 
market
  with
  a
  minimum
  experience
  in
  both
  businesses
  –
  coffee
  shops
  and
 
franchising.
 
 

 
Regarding
  coffee
  shops
  business,
  they
  have
  an
  European
  country
  with
 
a
 good
 history
 and
 an
 European
 future.
 Croatia
 has
 also
 an
 important
 history
 
in
 tourism
 as
 it
 was
 the
 “New
 French
 Riviera”;
 it
 is
 very
 closed
 to
 Italy,
 which
 
is
  an
  important
  country
  regarding
  coffee
  consume
  per
  capita
  and
  with
  a
 
positive
  culture
  for
  coffee.
 
  Also
  from
  their
  analysis
  it
  results
  a
  positive
 
attitude
  from
  Croatian
  consumers
  and
  also
  for
  the
  foreigners
  which
  visit
 
their
 country.
 The
 coffee
 shops
 was
 already
 a
 presence
 in
 the
 Croatian
 style
 
of
  living
  and
  interest.
  The
  fact
  that
  the
  already
  existing
  shops
  didn’t
  have
  a
 
sustainable
  policy
  to
  offer
  to
  the
  customers
  a
  pleasant
  and
  interesting
 
interior
 design
 was
 a
 plus
 for
 them
 in
 the
 way
 of
 developing
 a
 real
 brand
 and
 
an
 important
 difference
 between
 them
 in
 the
 others.
 

 
Because
 the
 Croatian
 market
 was
 an
 emergent
 one
 and
 they
 have
 had
 
a
 clear
 route
 to
 access
 European
 Union
 it
 provides
 the
 positive
 arguments
 for
 
developing
 a
 powerful
 brand
 and
 business
 which
 can
 expand
 very
 natural
 by
 
franchising
  it.
  First
  of
  all,
  also
  by
  figures,
  the
  real
  GDP
  is
  growing
  year
  by
 
year
  and
  offering
  the
  possibilities
  for
  the
  potential
  consumers
  to
  have
  the
 
possibility
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