Levendary Cafe Essay Example | Topics and Well Written Essays - 750 words

Levendary Cafe - Essay Example Mia Foster is the current C.E.O of the Levendary Cafà ©Ã¢â‚¬â„¢. She has had a decorated past with experiences in being the president of the U.S business of a large American fast food company for about seven years. The first reason was that the company domestic business was almost tapping out even though the brand still remained strong and easily recognized. The second and most important reason that concerned Mia Foster was the fact that she did not have adequate previous experience in international management. This second factor led to investors being skeptical of her own ability to successfully manage a now global brand.Louis Chen is the cafà ©Ã¢â‚¬â„¢s China Vice President. The cafà © heavily relies on her expertise, judgment and knowledge of the Chinese market to effectively penetrate and establish itself in the emerging but lucrative Chinese market. The company opted to forgo the idea of entering the market as a joint venture with an established Chinese domestic restaurant an d opted to instead exploit and use Louis Chen’s experience and attributes so as to replicate and be as successful as the company would have been recorded with a joint venture strategy. Louis Chen’s main concerns are in the company’s expansion and connection since there was no particular strategic plan at all. Chen was also concerned about how differentiation of the Levendary brand would pan out in the new market with consumers trying to see how this new foreign brand differs from their own domestic brands.