Establishing a Western coffee shop chain in China

Resource type
Thesis type
(Research Project) M.B.A.
Date created
2007
Authors/Contributors
Abstract
The project presents a business plan for starting up a coffee shop in Nanjing, China. An overview of the competitive environment and the growing market demand for coffee in China is assessed, and the author describes the criteria by which a new entry to the market can compete successfully. The venture is intended to be a flagship operation for what is intended to be the development of a successful chain of coffee shops in China. The author concludes that a new entrant can penetrate the market based upon a focus on the affluent business and student segments of the population in Nanjing. Three segments have a growing interest in westernized products. The concept will differentiate from competitive brands on the basis of food/beverage pairings, ambience, and service quality. Funding for the venture will be contributed through equity provided by three partners, who also provide operational expertise and experience in China.
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Scholarly level
Language
English
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etd3173.pdf 1.21 MB