Levendary Cafe

In: Business and Management

Submitted By rocio123
Words 2154
Pages 9
Business Case: Levendary Café

Curso: Dirección multinacional
Profesor: Albert del Couz

Alejandra Butrón
Rocío Chan
Dayana Silva
Katherine Tavera


Levendary Café
Levendary Café es una cadena de restaurantes que se caracteriza por las sopas, ensaladas y sándwiches con ingredientes de alta calidad y su compromiso con un servicio en un ambiente cómodo y amigable. Levendary Café está dispuesta a tomar riesgos, sobre todo cuando se trata de continuar con la evolución del negocio. A lo largo de Estados Unidos, Levendary Café se caracteriza por los tonos tierra y decoraciones estandarizadas. Su objetivo en China es crear una marca y mercado para el desarrollo de una franquicia en Asia, así como aumentar sus ventas en el exterior.
A continuación, contestaremos las preguntas del caso.

PREGUNTA 1: ¿Cuál es su evaluación sobre la forma en que Levendary Café ha entrado en el mercado chino?
La entrada de Levendary Café a China, si bien ha sido rápida, ha sido desordenada más allá de la decoración y adaptación de los locales y la marca.
Primero, fue desordenada e, incluso, improvisada con la elección de Louis Chen como encargado de las operaciones chinas. Louis Chen apareció como un enérgico emprendedor y se ganó la confianza de los directivos con algunos conocimientos interesantes para el negocio en China y mucho entusiasmo. Llegó, incluso, a cambiar la opinión sobre la entrada con un socio al mercado chino haciendo que el proyecto recayera completamente bajo su responsabilidad. Si bien Chen logró una expansión rápida del número de locales, no ha logrado una consistencia de la marca.
Segundo, la cadena de mando y supervisión de Levendary China fue improvisada y mal manejada. Está bien y es comprensible que no se den indicaciones explícitas de cómo hacer las cosas pero sí se deben poner parámetros, objetivos e indicadores de resultados…...

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