1.Levendary Caf s China dream

2. Content Introduction Company background Market Analysis Industry AnalysisProblem Alternatives I Possible SolutionPlan of Action Marketing Strategy I Risk analysis I Budget analysisPath to success Conclusion 3. Introduction Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionTough Road for Mia Foster, New CEOLack of Intl Mgmnt exposure Wall Streets confidenc eChinas local tastesStock Price Chens attitudeCostsGAAP 4. Company Overview Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I Conclusion--Mia replacing departing founder/CEO of the company 3500 quick casual Franchised Publicly traded Flexible marketing and menus in America Domestic demand High quality fast food Customer oriented policies Risk taker Organic ingredients Keeping up to date (CCO) Interior designForget todays profit. Have a positive impact on customers 5. Market Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionWhy China ? Stock Market SpeculationLocal market SaturationLucrative MarketIncreasing GDPSticking to strategy of international expansionSuccess of competitors like KFC , Mc DonaldTo check the untapped potential 6. Industry Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionChina : Food intake is increasing Eating habits are different than Americans Largest producer and consumer of Rice 7. Problem Summary Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I Conclusion Louis Chen , President of levendary China has operating with his full control on levendary china No Senior executive has visibility of China as no one has visited China for more than a year Chen has gone beyond core design concept to give local look and feel. He has even replaced levendarys classic wooden framed upholstered chairs with a plastic framed alternative from a local furniture supplier Taste preferences of Chinese customers are different than Americans Chens adamant attitude Chens has been able to show performance through his customizations 8. Problem Summary Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionLeave the china marketDevelop solely American concept restaurants 9. Industry Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionRevenue drivers >>Levendary ChinaLevendary America- Volume- Margin 10. Industry Analysis Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionCost drivers in china >> Fixed cost- Franchised, rent & overheads - Redesign costs - Supplies- LaborVariable- Food - Advertising - Regulation - Maintenance - TransportationInvestments - No financing needs - No Start up costs - Only Redesign & Marketing 11. Company Overview Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionMarketing dynamics>> PromotionSegmentationPositioning- Gender : Both - Location : Semi developed areas of China - Income : Low Middle - Prices : Low- Marketing Campaign - Increase Brand awareness by promoting organic /healthy foodCustomerLow Income customer seeking local fast food optionsPlace- Already exists via Chen - Populated Areas with high human traffic- Fast & Cheap - Store Design - Better QualityCompanyLevendary China offering fast food as per local tasteCompetitionHigh competition low margins ; high brand awareness 12. Plan of Action Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I Conclusion> 13. Recommended Approach Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I ConclusionFollow KFCs and other successful American restraunts approach- Motivate & recognize - Train the employeesTransparency by setting up processesTeam for Chen 14. Conclusion Introduction I Company Overview I Market Analysis I Industry Analysis I Problem Summary I Plan of Action I Recommended Approach I Conclusion Following proposed strategy Confident about the meeting with Chen Flexible Marketing Strategy Satisfying all : Wall street, Chen and foster Trade offs 15. thank you