Global Expansion Plan

Topics: Vietnamese cuisine, Foodservice, Globalization Pages: 11 (3328 words) Published: March 23, 2013

22 November 2012
Datuk Steven Sim
Chief executive officer and managing director
Secret Recipe Cakes and Café Sdn Bhd

Dear Sir,
FINAL REPORT SUBMISSION – EXPANSION PLAN TO VIETNAM MARKET Please find attached the reported requested by the Board.
This report reveals an insight into the Vietnamese market and explains why this is a potential one to invest in. We hope that the information provided is useful in the decision-making with regard to further development of Secret Recipe in the future. If you need any farther clarification on the report, please do not hesitate to contact me, the team leader, at an email address:

Yours sincerely,
Nguyen Huynh Bao Ngoc
On behalf of the Global Strategy Team

Table of Contents
1.Executive summary3
4.Findings and Discussion6
4.1. Motives of internationalization6
4.2. Justification of entering into Vietnam6
6.1.Most appropriate strategy14
6.2.Entry mode14
6.3.Appropriate organization structure15

1. Executive summary
This report critically examines the possibility of Vietnam to be the next stop in Secret Recipe’s global expansion plan. Initially, the report highlights the current great achievements that Secret Recipe has been attaining from its very first internationalized activity. Employing the proper strategy and being favored by consumers all guarantee an auspicious future for the chain. Taking all of these merits, the company consecutively looks for new marketplaces with new resources. Simultaneously, findings have shown that Vietnam is an appealing market because of its potentials in a fast-growing economy and long-term profitability, as well as rich resources. Then, the country risk analysis and the country market and industry opportunities analysis were introduced to evaluate Vietnam’s benefits and drawbacks. The result is that there are rooms for both of them. Therefore, so as to be successful, recommendations on appropriate entry mode, strategy and organization structure are specified. To be more detailed, the most suitable entry mode is master franchising via a joint venture because it brings about the positively high certainty in operating. As for strategy, it is an international one to ensure consistency in the menu and concept by taking control over the core competencies and leaving other decisions to foreign subsidiaries. Besides, the Worldwide Area Structure is vital in terms of managing the company’s global expansion as it enables local responsiveness and decentralized authority, which both matter for future growth. Finally, the main conclusion is that Vietnam is the right solution for the Board’s decision to expand overseas. Nonetheless, the management should cautiously take into account the recommendations so that Secret Recipe can win.

2. Introduction
Secret Recipe has gained its popularity not only in Malaysia but also across the region. The great succeed stemmed from the ambience brought to customers and the high-quality food served at reasonable prices. The number of foreign outlets is now exceeding 40 and is expecting to increase. According to Welch and Luostarinen (1988), internationalization can be described as a process by which the level of involvement in overseas activities of a firm rises. Indeed, adding the number of overseas outlets up to 100 was part of the ambitious global expansion plan. Recently, the company has spent RM60 million to invest in 2 more new markets which are India and Cambodia (, 2011). Evangelista (1994) argues that the readiness to fund international activities proves that firms desires to move further. In the past 3 years, the company has witnessed an annual growth rate of 30% (, 2011). Taking advantage of both the reputation and the growth pace, it is the...

References: A recipe for success (2011) [Online]. Available at [Accessed 19th October 2012]
Corruption in Vietnam is serious, blatant, rampant (September 2012) [Online]. Available at [Accessed 12th November 2012]
Dunning, H
Foodservice in Vietnam to 2014 (July 2011) [Online]. Available at [Accessed 28th October 2012]
L.S. Welch, R.K. Luostarinen (1988). ‘Internationalization: evolution of a concept’. Journal of General Management, 14 (2) (1988), pp. 34–55
Secret Recipe to invest RM60m on expansion (December 2011) [Online]. Available at [Accessed 21st October 2012]
Secret Recipe in Malaysia (July 2011) [Online]
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