Café de Coral Holdings Limited International Business Development Plan to Essay

Words: 5538
Pages: 23


International Business Strategy
UON DBA Program

Block 5, 2013 (November 17th 2013)
Group Written Report

Café de Coral Holdings Limited International Business Development Plan to enter Australia market

Provided by H.E.L. Management Consulting Company Limited

1. Executive Summary


2. Introduction


3. Industry Based view Analysis


4. Resource Based view Analysis


5. Institution Based view Analysis


6. Recommendations


7. References


8. Appendices




Executive Summary

This group consulting project aims to devise an international business development plan for Café de Coral Holdings Limited in order to assist
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Research has found that “within a given price range, a consumer’s choice of fast food provider is purely a matter of personal taste, and can vary from one day to the next” (MarketLine, 2012, p.13). Such high tendency to switch food or service providers reflects not only that Australian consumers are price sensitive but also that the versatility of fast food operators. Research has shown that “since the economic downturn, Australians have become savers” (Euromonitor International, 2013, p.1).
Various data collected regarding with Australians’ saving and money spending patterns indicate that, in 2012, the savings ratio reached 15.3%, up significantly from 7.8% in
2007. Over the same period, annual savings increased by 140% (in real terms), going from A$61.5 billion in 2007 to A$147.6 billion in 2012 (Appendix 3). Since Australian consumers become spending less, it will consequently influence their consumption behavior in order to achieve maximum value for their dollars.
On the other hand, fast food operators’ units/outlets numbers increase from 63,369 in
2007 to 66,745 in 2012 (Appendix 4). It reflects that these business operators proactively invest in brand building in order to gain customers’ loyalty which at the same time lessen buyer power. Besides, when compare with other food service categories, fast food proves more resistant to recession (Appendix 5), as consumers opted for fast food meals instead of visits to more