| dc.description.abstract | The purpose of this study is to research the feasibility of expansion plan
for the firm doing the business on take-away coffee, in this case is Urban Station Take-away Coffee. It has been designed to make the analysis on environmental factors attract company strategic decision, and construct the favorable expansion
plan.
The Literature review was conducted to provide the basic knowledge on related definitions and other decision support technique. The interview protocol is constructed following the framework of Porter’s five forces model and SWOT
analysis.
After interviewing the expert and manager, the transcripts are recorded
for analyzing. The data is then divided into five forces of Porter model and SWOT
matrix. The general view from environmental analysis is that there is great potential for any entrepreneurs wish to exploit.
The study attempts to analyze the current strategy, which the managers of Urban Station wish to apply and create the differentiated characteristics. The current strategies applied at Urban Station Coffee, including business model, marketing, and management structure have been revised for times due to several business failures, then coming to the stable stage of revenue sales. Therefore, they should be maintained. The adjustment on these strategies implementations is shown detailed
on operation plan.
Then, focusing on the crucial criteria for location determination, there are three suggested location choices for Urban Station at the time, including the one on
Su Van Hanh street, ward 13, district 10; Nguyen Thai Son street, ward 4, Go Vap district; and Thu Duc University Village, Thu Duc district.
Although the research contains certain limitations, the author hopes to make useful effect on the process of expanding determination of Urban Station Coffee, and for any other firms focusing on coffee to go business to read and find,
supporting information. | en_US |
