Marketing Case

Topics: Starbucks, Coffee, Diedrich Coffee Pages: 13 (4267 words) Published: May 3, 2013
Emerging Markets Case Studies Collection
Emerald Case Study: Gloria Jean's Coffee in Malaysia Asmat-Nizam Abdul-Talib, Samshul-Amry Abdul-Latif, Norhayati Zakaria

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To cite this document: Asmat-Nizam Abdul-Talib, Samshul-Amry Abdul-Latif, Norhayati Zakaria, "Gloria Jean's Coffee in Malaysia", Emerald Emerging Markets Case Studies, 2011 Permanent link to this document: Downloaded on: 03-11-2012 References: This document contains references to 37 other documents To copy this document:

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Gloria Jean’s Coffee in Malaysia
Asmat-Nizam Abdul-Talib, Samshul-Amry Abdul-Latif and Norhayati Zakaria

Asmat-Nizam Abdul-Talib is a Lecturer and Samshul-Amry Abdul-Latif is a Student, both at the College of Business, University Utara of Malaysia, Sintok, Malaysia. Norhayati Zakaria is an Assistant Professor at the Faculty of Business and Management, University of Wollongong, Dubai, United Arab Emirates and at the College of Business, University Utara of Malaysia, Sintok, Malaysia.

The history and background
It was in the year 1979, Ed and Gloria Jean Kvetko first started Gloria Jean’s Coffee (GJC) in Chicago, the USA. A total of 25 years and 316 outlets worldwide later, Diedrich Coffee, the owner of GJC decided to sell the GJC franchise. Many offers were made, but the deal went to Nabi Saleh, GJC’s Master Franchisee in Australia. For a cool $16 million, Saleh managed to own the rights to all GJC worldwide minus 146 outlets in the USA and Puerto Rico. Where Dierich Coffee owns the rights to operate free of franchise royalty. In 2010, Dierich sold all of its rights and remaining 102 franchised outlets across 24 states in the USA to Saleh for additional $3.1 million, making Saleh as the owner of GJC franchise worldwide. GJC ranks third globally among premium coffee brands. Saleh had to look into many issues after taking over the GJC franchise. But he loved every second of it. He had to make sure all of the operations worldwide were within his view and was all right. Among many other important matters that he had to look into was the renewing of Malaysia’s Master Franchisee Agreement.

The first Malaysian master franchisee
In 1996, prior to Saleh’s taking over of GJC, the Malaysian Master Franchisee Agreement was signed with Tai Thong Group (TTG) of Restaurants Sdn Bhd, a huge Malaysian F&B company, with a tenure of ten years which covers Malaysia, Thailand, Singapore and Brunei. TTG owned many predominantly Chinese chain restaurants in Malaysia and overseas. One of the well-established Chinese restaurant chains in Malaysia is the Four Seasons Restaurant which focuses and target mainly on the Malaysian Chinese segment. TTG later catered to a larger market segment by venturing into western food and brand name such as Seafood Restaurant, Room Eighteen, Santini Ristorante Italiano, Royal Thai, Palms Cafe &...

References: (n.d.), ‘‘Diedrich coffee’’, available at: (accessed 20 August 2010).
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