Bcc Strategic Priorities

In: Business and Management

Submitted By dv137
Words 1590
Pages 7
EXECUTIVE SUMMERY

This paper is focused on the case study of Black Canyon Coffee in 2003, a coffee company that started operating in 1993 in Bangkok. His Founder and managerial director Pravit C, wanted to enter the coffee market with a western style of coffee shop in Thailand one of the most important markets in Asia. The success of the company can be measured with the 78 outlets, 1000 staffs and with 15% to 20% average annual growth. Also BCC’S strategy has succeeded in Thailand, differentiation its business from competitors, offering a wide range of products and facilities to coffee lover. The company during 1993 and 2003 has developed its strategy based on the internal and internal analysis so the following paragraphs will summarized what makes BCC so special and how the company has survived even after the crisis that stroked Asia in 1997. And concluding with the current strategy priorities of the company with the main objective of leading the Thai and Asian market and expand the business to Middle East, Europe and the Americas.

This report is divided in three parts that will analysis the current situation of BCC and its strategy, the first part covers the external environment analysis of the company, the second part is related to strengths and weaknesses and how the company is responding to the eternal environment and the third part concerns about BCC’S strategy priority. This analysis determines which goals the company should pursue in following years, founder Pravit strongly believe that BCC should continue growing with 200 new stores in the next ten years while consultant Holland suggest that the company should reach 1000 outlets in the next decade, likely BCC should focus on diversification of its market, expanding internationally versus domestically, taking into account all the challenges that it can bring such as the supply chain and franchising.…...

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