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FRANMAN
Products
Milk Tea
Chicken Chops
Brand Vision
To establish Chatime as the market leader of Tea concept in the region
Brand Mission
International Chatime mission statement is to provide consumers with fresh,
Brand Vision
Philippines Our goal is to create an eastern version of the coffee shop to attract the fast-paced and health-conscious youth. With the support of our partners and consultants in Taiwan, we will keep
Brand Advantages
Competitive International Management Team Universal Franchise System Global Integrated Marketing Expertise Operational Procedure
Founders
Branches
Have 9 company-owned stores and 28 franchised stores
Some of the branches are :
o o o Chatime Robinson's Galleria Supermarket Chatime One Archers Place, Taft Chatime SM Mall of Asia, Manila
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o o o o o
Franchising History
Started with a basic franchising package as Master Franchisee
Sub franchising as a strategy for brand recall First franchisee: member of the family First 3 franchises as prototype unit Fix structure of the business Perfect the IT Systems
Challenges
The biggest challenge was getting all the IT systems in place To work efficiently and effectively in warehousing and logistics of the
raw materials
90% of their goods are imported from Taiwan.
Challenges
Franchisees Minimize its costs by buying cheaper raw materials
Documents
Network or Affiliations
Sister company : French Baker Principal used the expertise in baking to enhance the business image Chatime franchisees from other countries Work with them to push the brand forward on a global scale
Network or Affiliations
Characteristics of a franchisee: Follow the rules Not too enterprising Doesnt look for ways to minimize costs Have the capacity to take on multiple stores
Franchise Council
Have constant discussion with franchisees on how to improve their stores Rank all stores based on different metrics o Quality, Service and Cleanliness (QSC) o Sales growth
Goals / Plans
Philippines: 50 stores by 2014
Franchise System
Conclusion
Why Chatime became successful