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Gloria Jean's Coffee in Malaysia


Abdul Talib, Azmat Nizam and Abdul Latif, Samshul Amry and Zakaria, Norhayati (2011) Gloria Jean's Coffee in Malaysia. Emerging Markets Case Studies Collection, 1 (1). pp. 1-7. ISSN 2045-0621

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Abstract

This case study explores the strategies employed by franchisor Gloria Jean's Coffees (GJC) in reestablishing its market presence in the Malaysian coffee market. GJC recently underwent an exchange of ownership. Under the new leadership, the company decided to appoint a new strategic master franchisee in Malaysia to see a section of its expansion plan in the ASEAN region reestablished.The selection of a suitable and well-connected master franchisee is very important for reestablishing presence and brand name development. The deteriorating position of GJC's brand name in Malaysia prior to the appointment of a new master franchisee created a unique situation requiring an in-depth evaluation and examination of unseen but highly related critical factors. In-depth and “behind-the-scene” examination on efforts made through the implementation of business and marketing strategies to reestablish its brand and presence in Malaysia; given demanding market challenges and intense competitions. Expected learning outcomes – After carrying out this exercise, students are expected to be able to: understand how business start up grows in foreign markets; identify the basic issues of international franchising and how the system works; analyze the various factors of considerations prior to internationalization; and evaluate strategies undertaken by company in establishing its market in foreign countries.

Item Type: Article
Uncontrolled Keywords: Food and drink product, Franchising Malaysia, Strategic management
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 22 Feb 2012 13:17
Last Modified: 21 Apr 2016 04:49
URI: http://repo.uum.edu.my/id/eprint/4400

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