MGT 401 Lecture 6: MGT401 - CaseBrief - Levendary Cafe.docx
7 May 2015
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Document Summary
In an increasingly competitive market, such as the restaurant industry, specifically, foreign food chains in china, it is important for companies like levendary caf to maintain a consistent brand image. Such consistency in the conceptual aspect and quality of the products and services provided is necessary to foster brand recognition, loyalty among customers, as well as differentiate themselves from competitors. Thus, mia foster needs to integrate the chinese operations into the existing bureaucratic levendary caf "s business model. When levendary caf started its international expansion plans, howard leventhal used a hands-off approach in managing the chinese operations, unlike all other operations in the us and. With that freedom, louis chen modified the stores and their menu to fit the chinese market without establishing any strategies and ended up creating more of a local chains than representing the levendary caf brand in china.
