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... INTRODUCTION
Gloria Jean・s Coffees as a coffee chain operates very successfully in Australia. Under the influence of globalization, the company looks for a great chance to explore the coffee market in China. It becomes a trend for chinese people to go to coffee shops for relex and enjoy daily life. Before it is too late, it is the right time for Gloria Jean・s to entry China market by franchising. ... ENTRY SELECTION
Australia has a long history of coffee drinking which has the highest per capita consumption of coffee in the world ouside USA (McArthur, 2004). Coffee consumption per capita in Australia doubled from 1. ... Also, retail coffee sales have been valued at about AU$650-850 million (RIRDC, 2003). Under this mature coffee market with great competition around the country, there is limited room to expand the Australian coffee market. It is the time for Gloria Jean・s to explore new and emerging market to gain back its competitive advantage.
Chinese coffee market is one of the major potential market in the near future. The positive climate of Chinese coffee market gives Gloria Jean・s a great chance to be one of the largest coffee chain in China. Beijing, Shanghai and Guangdong are the three chinese cities with the biggest consumption of coffee (Beijing Weekend, 2003). ... Therefore, we choose Shanghai as the new market for Gloria Jean・s to explore. ...
Increasing coffee consumption
In 2002, coffee sales in China were just worth more than US$90 million which accounts for 1% of world consumption (Godfrey, 2004). However, the consumption of coffee is expanding year by year. The total volume sales of coffee in China grew by nearly 90% between 1998 and 2003 to 6,504. ... Now, there are more than 2000 coffee shops in Shanghai and the number is growing quickly (Hand, 1999).
Approximate Word count = 1468
Approximate Pages = 5.9
(250 words per page double spaced)
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