Café de Coral Holdings Limited International Business Development Plan to Enter Australia Market

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SBS6481 International Business Strategy UON DBA Program Block 5, 2013 (November 17th 2013) Group Café de Coral Holdings Limited International Business Development Plan to enter Australia market Provided by H.E.L. Management Consulting Company Limited Staff No.: contents Pages 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 3 4 5-6 7-11 12-15 15-16 17-19 20-25 2 1. Executive Summary This group consulting project aims to devise an international business development plan for Café de Coral Holdings Limited in order to assist the company to facilitate its aspiration to enter into Australia’s fast food market. Strategic analysis is conducted to provide necessary information to the company. The changing performance and attractiveness of the fast food industry in Australia is critically evaluated from the industry-based point of view. Since its establishment in 1968, Café the Coral has become the largest publicly listed Chinese fast food restaurant group in the world. The resource and capability the company accumulated during these years is essential criteria for it to expand internationally. Therefore, the VRIO framework is used to cautiously evaluate the degree of which the company’s resource and capability is valuable, rare, hare-to-imitate and organizationally embedded. In addition, critical analysis based on institution-based point of view is also included in the report for the reason that institutional differences between two countries will affect the performance of the company. Base on the above analysis, it is in the good faith to advise the company to enter Australia fast food market in consideration of location, timing and mode of entry. It is where the rubber meets the road when Café the Coral can

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