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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
Business Administration
O Linda Qin 2004
SIMON FRASER UNIVERSITY
Fall 2004
All rights reserved. This work may not be
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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:
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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 Coffees fast growth in China. By
using Porters five forces to analyse external