Wayne's Coffee Case Study

1557 Words 7 Pages
Wayne's Coffee is a worldwide network of Swedish cafes, founded in Stockholm in 1994. (Wayne´s Coffee, 2017) Initially cafes were located in the Scandinavian countries, but later established in other countries. Wayne’s Coffee in Thailand was established with the idea of carrying the Wayne’s Coffee experience to Thailand customer.
The corporate purpose of Wayne’s Coffee is to become the most identifiable and appreciated coffee brand in the world. Wayne’s Coffee plans further expansion of retail operations in two ways to achieve this goal. First, to escalation its market share in existing markets, and secondly, open stores in new potential markets. The retail goal of Wayne’s Coffee is to become the foremost retail brand and coffee brand in
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To achieve this, the development strategy that Wayne’s Coffee has implemented to adapt to market multiplicity and local requirements are joint ventures, licenses and operations accompanied by the company. The reason why Wayne’s Coffee decided to enlarge worldwide through local joint ventures to which it delivers a license, as opposed to using a clear licensing strategy, is that Wayne’s Coffee requirements partners to apply an effective Wayne’s Coffee formula. (Wayne’s Coffee, …show more content…
They consider all factors which could effect on it. Even the music that they play in theirs speakers. For a break from everyday life, when you rest in one of theirs comfortable armchairs or sharing great time with a friend. But examination is not just what you see in cafes. It is also about what drives it. It's about constructive variations that they want to accomplish in people's lives and in the natural environment. About the role, however small, that planet would be greener. They focus in quality of products like they say “We also try to make as much of your fika onsite, in the coffee shops. That way, you can be sure that it’s always fresh” (Wayne’s Coffee, 2017)
MARKET ENTRY
The joint venture mode for Wayne’s Coffee has three major benefits: local company collaboration, low risk and a better image for local consumers. First of all, when a company enters the foreign market, it is necessary to cooperate with a local company. For example, at the stage of building a joint venture in Thailand, they may negotiate with a government agency. In addition to this example, a local company be able to maintenance Wayne’s Coffee in the perspective of collecting information, relations with employees, local partner companies and political

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