AFM333 Case 1 Levendary Café Case Analysis | Download for quality grades |

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Role: CEO of Levendary Café – Mia Foster Situation: Levendary Café has been performing negatively in the domestic markets of US, thus hoping to increase revenue by entering the Chinese market. ... However, the Chinese market is very difficult to adapt to if Levendary kept its standardization strategy. The root cause for this situation to arise is the unfamiliarity that the US team has with the Chinese culture and its markets’ preferences. Even with Chen – president of Chinese operations present, the company has a very difficult understanding and adjustment to the Eastern culture and industry characteristics. Required: To choose between either standardizing stores across China thus altering existing store strategies in China, or to accept and choose the flexible strategy to adapt to the local Chinese Strategic Possibility #1: Altering currently established Chinese store and enforce standardization upon the stores’ designs and meal menu - Strengths o Maintain brand image – Levendary takes pride in their store design and healthiness of foods. The brand is a key identifier for them to be different from local Asian restaurant competitors, because it brings freshness of foreign ideology into the Chinese markets o Consistency across regions – consistency provides a sense of identity, thus further improving the brand and reputation [Show More]

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