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The Coffee Bean Tea Leaf CBTL

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The Coffee Bean Tea Leaf CBTL
Contents
Executive summary 1
Introduction 2
Market Analysis 3
Market Positioning 3
Market segmentation 5
Target Market 7
Culture 8
High Context Culture 8
Religion 9
Dietary Preferences 9
Management 9
High Power Distance 9
Collectivism Society 10
Long Term Orientation 10
Political 10
Legal Environment 11
Planning and Organizing 13
Market Entry Mode 13
Competition of CBTL in Malaysia 14
International Marketing Channel 16
Integrated Marketing Communication (IMC) and Advertising 18
Advertising 18
Online Advertising 19
Sales Promotion 19
Public Relation 20
Pricing for International Markets 20
Market skimming pricing strategy 20
Value Based Pricing 21
References 23

Executive summary
An international company that the group chose for an assignment is The Coffee Bean & Tea Leaf (CBTL). The assignment begins with the introduction of company background, mission, vision and others. The part is discussed about the market analysis of CBTL. The STP analysis was used to analyze the current market condition of CBTL which included targeting, positioning and market segmentation.
Next, the part will be the assessing of culture and management style of Malaysia for CBTL. Factors such as high context culture and religion need to be considerate by CBTL. The assignment also included the aspect of high power distance, collectivism society and long term orientation in management style of CBTL.
CBTL will worry on launching of Goods and Services Tax (GST) about 6% on 1 April 2015. Besides, CBTL also had to follow the Malaysia legal system such as Franchise Act 1998 & Franchise (Amendment) Act 2012, Halal certificate from JAKIM, Employment Act 1955, Food Act 1983 and Business Registration Certificate from Suruhanjaya Syarikat Malaysia with tax payment to Lembaga Hasil Dalam Negeri Malaysia where will be further discuss in the political and legal part.
The first entry of CBTL into Malaysia happened in September 1997 which located at Kuala Lumpur Plaza. The main market entry mode of CBTL is


References: 2) Coffeebean.com,. (2014). - The Coffee Bean & Tea Leaf Official Store. Retrieved 29 July 2014, from http://www.coffeebean.com/store/franchise.aspx 3) Coffeebean.com.my, 4) Entrepreneur,. (2014). Positioning Definition | Small Business Encyclopedia. Retrieved 12 August 2014, from http://www.entrepreneur.com/encyclopedia/positioning 5) Essays, U 6) Essays, U. (2014). Effectiveness Of Marketing Mix Tools Marketing Essay. Ukessays.com. Retrieved 12 August 2014, from http://www.ukessays.com/essays/marketing/effectiveness-of-marketing-mix-tools-marketing-essay.php 7) Essays, U 8) Facebook,. (2014). The Coffee Bean & Tea Leaf - Malaysia. Retrieved 12 August 2014, from https://www.facebook.com/CBTLMalaysiaPage 9) Fastbusinessplans.com,. (2014). Cafe Business Plan - 4.0 Market Analysis. Retrieved 12 August 2014, from http://www.fastbusinessplans.com/sample-business-plans/cafe-business-plan.html?start=3 10) International Monetary Fund 11) "International Market Pricing." International Market Pricing. N.p., n.d. Web. 3 Aug. 2014. <http://toolkit.smallbiz.nsw.gov.au/part/21/106/491>. 12) Jin Nee Wong., & Teo. (2012). Franchise in 30 jurisdictions worldwide. Malaysia, 106-107. 13) Keegan, Warren J., and Mark C. Green. Global marketing. 7th ed. Boston: Pearson, 2013. Print. 16) Management Consultancy Blog | MBA & Co.,. (2014). WHAT ARE MARKETING CHANNELS? - Management Consultancy Blog | MBA & Co. Retrieved 29 July 2014, from http://blog.mbaco.com/what-are-marketing-channels/ 17) Malaysia Demographics Profile 2013 18) McGrath, R(2013,April) 19) "Products." Lets Make it Warm Again. N.p., n.d. Web. 3 Aug. 2014. <http://cuppacoffeebean.wordpress.com/menu/>. 20) Reme Ahmad. (2013, October 25). Malaysia to introduce GST at 6% from April 2015. The Straitstimes [Kuala Lumpur]. Retrieved from http://www.straitstimes.com/breaking-news/se-asia/story/malaysia-introduce-gst-6-april-2015-20131025 21) Salama 25) "The Coffee Bean & Tea Leaf Malaysia: Caring Cup." The Coffee Bean & Tea Leaf Malaysia: Caring Cup. N.p., n.d. Web. 3 Aug. 2014. <http://www.coffeebean.com.my/caring-cup.html>. 26) "The Coffee Bean & Tea Leaf Malaysia: The Coffee Bean Card." The Coffee Bean & Tea Leaf Malaysia: The Coffee Bean Card. N.p., n.d. Web. 3 Aug. 2014. <http://www.coffeebean.com.my/CB-card.html>. 27) 2013 Changes in Corporate Tax Rate for Malaysian Company-Check it Out! (n.d.). Retrieved August 1, 2014, from http://malaysiabizadvisory.com/2013-changes-in-corporate-tax-rate-for-malaysian-company/
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