Black Canyon Coffee Harvard Case Solution & Analysis

This case focuses on the Black Coffee Canyon, as it begins to develop its own strategy for the second decade of the firm. Founded in 1993, Black Canyon grew to become the largest network of stores in Thailand in 2003. During the first decade, Black Canyon grew from one location to 78 outlets, serving a combination of hot and cold coffee drinks, as well as Asian cuisine. The founders had no experience in any cafe or catering services, but have been successful entrepreneurs associated industries. So far, the company has been profitable and have threats from both foreign (eg, Starbucks) and local competitors. Market coffee houses in Thailand a new industry segment, and will grow rapidly. Although the company was in a strong position in 2003, competition in the industry, is expected to become more intense in the coming years. One of the key issues in the case includes goals and markets that the company should pursue in the coming years. Managing director Pravit C. Pong believes that a company should strive for a total of 200 stores in the next ten years, while Michael Holland offered a more ambitious goal of 1,000 seats. In addition, the company must consider the relative emphasis internal versus international expansion, as well as opportunities to diversify into other markets. There are a number of tactical and operational issues that companies must face as well. For example, access to capital and supply chain infrastructure, both linked to the level and type of growth targets that the company will pursue. "Hide
by Brian Boyd K. Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: September 28, 2011. Prod. #: W11210-PDF-ENG

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