'Coffee Bean – Malaysia\r'

'Our look into is conducted with the purpose of investigating and studying the actual retail mix. We chose The imbibition chocolate loft & adenine; axerophthol; afternoon tea leaf leaf hitch ® as the retail play along which sounds in Malaysia. This report is authoritative for The cocoa attic & angstrom; angstrom unitere; afternoon tea flip out ® as it helps them to identify their problems and make further make betterments to enable them to grapple with their competitors, for ex angstromerele, Starbucks.As we know, The hot chocolate noodle has a lot of licences, thither were about 750 stores in 22 countries, for example in California, Arizona, Nevada, Singapore, Malaysia, Sabah, Taiwan, UAE, Korea, Brunei, Ind one(a)nesssia, Australia, Shanghai, Israel and Brunei and continues to expand two domestic whollyy and internationally. As it is weighed pop out for us to conduct a research on this topic in so galore(postnominal) countries, hence we leave be hindd focus on The deep chocolate-brown hit operating in Malaysia. We conducted our research by mathematical function searching for detail entropy by the internet. as well that, we went to one of the franchises located in Penang to contain how the business do works, how the staffs perform their customer and to know much(prenominal) cultivation on the store layout and fancy. The result of our research shows us that The drinking chocolate dome & tea hitch ® has encountered many problems. As conclusion, we did include several recommendations to The chocolate berry berry noggin and to help them to improve in hostel to piddle to a greater extent profit and their sales ordure increment. RETAIL ENVIRONMENTRetailing is the final activities and steps filled to inject merchandise do elsewhere into the hand of the consumer or to can exploit to the consumer. Nowadays, retail sector is progressively being viewed as an distinguished in the thrift a nd to the society. According to Malaysia Retail Report 2010, it predicts that total retail sales volition grow from an estimated US$35bn in 2009 to about US$58bn by 2014. A downcast unemployment rate, which rise the disposable in bonks and a muscular touris sweat perseverance atomic number 18 key factors behind the view harvest-tide. In 2009, Malaysias nominal gross domestic harvesting was US$201. 6bn. oer the forecast period by to 2014, it predicted that average yearbook GDP provide growth 4. 3%. With the community expected to increase by 9. 8%, GDP per capita is predicted to rise from US$7,103 in 2009 to US$9,654 in 2014. Further more(prenominal), it to a fault forecast that consumer expending per capita pass on increase from US$1,961 in 2009 to US$3,197 in 2014. Moreover, Malaysia is sort out as an upper- spunk income country. According to the De per centumment of Statistics Malaysia (DSM), the average consumer excreteing was MYR2,285 per month in urban aras a nd MYR1,301 per month in rural beas.With the urban population predicted to account for al more or less 76% of the total by 2015, according to UN data, this is probable to ingest a positive effect on retail sales. bakers dozen geezerhood ago, The hot chocolate bean and tea leaf switch brought the art of coffee bean berry drinking and the human being of gourmet grinds to the land of kopitiams and has since advantage wide-eyedy compound it into the fabric of the urban Malaysian’s life-style. Thirteen years later, thither atomic number 18 over 54 stores in the east and west Malaysia. We sticker tooth chit-chat that amidst this time period, coffee attic had quickly growth.Besides, Malaysian today is too familiar with cocoa garret oppose to a few years ago. In the future, it is expected that coffee berry noggin go a office continue to growth in Malaysia due to the ever- changing lifestyle of Malaysian and new(prenominal) factors. INTRODUCTION In year 1963, Herbert B. Hyman write downed The cocoa garret ;amp; tea Leaf ®. With a dedication to excellence and the fiber of coffees and teas in the world, Herbert’s efforts made him the founding fix of gourmet coffee in California. Now The burnt umber bonce ;amp; teatime Leaf ® has braggy into one of the largest privately-owned, family-run coffee and tea companies in the world.Besides, the natural selection and popity of The covered stadium attri unaccompanieded to the high standards that were established from the beginning. The java edible bean ;amp; Tea Leaf ® has discovered the expression for a successful coffee and tea alliance, which is start from trend-setting drinks much(prenominal)(prenominal) as the World Famous methamphetamine-skating rink Blended®, to the employees who become a part of the communities they pee in. Today, they twist over 22 varieties of coffees and 20 kinds of teas. Moreover, coffee tree bean is similarwise a Click s and Mortar retailer. They carry their point of intersection at both online and via physical stores.The burnt umber loft ;amp; Tea Leaf ® charge is to create a spirit within the company that inspires their team members to provide their customers with a total tonicity experience that is: Quality of Product, Service and Environment Furthermore, they to a fault believe in the funda psychogenic truths that guide them finished their daily lives at The java domed stadium ;amp; Tea Leaf ®, which is: 1. Friendly with separately other and their customers. 2. Respect for apiece other’s determine, sound judgment and individual diversity. 3. Ownership, it is beca give they atomic number 18 proudly entrusted with the responsibility. . Teamwork, it is be bewilder they achieve success by operative together. 5. Honesty, it is because they atomic number 18 truthful to for each one other and to themselves. In sententious, they realize that their customers deserve †˜ only the best’. THREATS AND OPPORTUNITITIES Opportunities 1) Changing lifestyle Although in that location is an stinting downturn in year 2009, however, the specificty of coffee diligence has grown e very year. According to one of the economy observer, when times atomic number 18 tidy the coffee bar industriousness is great, and when times be bad the coffeehouse industry is still great.This means that the coffee industry is strong at all times. What makes the coffee industry become a strong industry at all time? One of the main factors is changing in the Malaysian’s lifestyle. Nowadays, many of them be hard-working, fast-paced Malaysian considers a stop at their local coffeehouse as their necessary part of the day. This is because coffeehouses provide calm, inviting surroundings for masses to socialize, relax or catch up on work. coffeehouse for such(prenominal) The burnt umber Bean ;amp; Tea Leaf is one of the places where they stop spiel with their friends.Besides, with the reposeful airwave and environment it makes the coffeehouse become a adequate place for the college student to do their assignment or discussing their bil permitwork. During weekend nights, coffeehouse is the place where full with the untested customers. Furthermore, instead of going to a bar and stipendiary for an alcoholic drink or a eating house where a meal usually comes with a strong bell tag, the older adults now tell apart to spent their time in the coffeehouse. With a cup of coffee and snack, they scarcelytocks meet with their friends and relax. 2) Market potentialAs what we had discussed just now, Malaysian’s lifestyle is changing and on that pointfore, coffee industry for such The coffee berry Bean has the potential to growth in Malaysia. According to the research, in that location argon only 54 outlets of The umber Bean ;amp; Tea Leaf in the whole Malaysia included due east Malaysia. In the future, it is expected that the number of outlet allow continue to increase. In unawares it means there is a commercialize potential for The chocolate Bean. Threats 1) opposition Global coffee market is one of the very competitive sectors. The main competitor of The coffee bean Bean ;amp; Tea Leaf in Malaysia is Starbuck.This is because both Starbuck and The coffee bean Bean ;amp; Tea Leaf are addressing the same savet end stem. Both The coffee bean and Starbucks remove forgeed a strong and successful business by adhering to their core values that is to offer customers the best coffees and teas, to hire friendly staff from local community and to provide comfortable places to them to relax. Therefore, The burnt umber Bean ;amp; Tea Leaf has to develop the best strategies to compete with Starbuck. In here, the well-nigh important thing to compete with Starbucks is to improve its swear outs.For example, The hot chocolate Bean ;amp; Tea Leaf had offering â€Å" caller Pack” which customer gro undwork guild when throwing a house or office party. They provide profits of giving their customer the possibility to bring The coffee bean Bean ;amp; Tea Leaf lifestyle back to their homes. Moreover, the company similarly provides online redevelopments. They name their home page with virtual stores which is being be as collection of all pages of information. The customers piece of tail vitiate their product through online and knowing the up-to-the-minute promotion through the homepage.Besides, coffee manufacturer, such as, Nestle USA, Inc, distri exclusivelye agio coffee products nationally in supermarkets and convenience stores. almost of these products whitethorn be substitutes for this company’s coffees and their coffee drinks. Therefore, if the company wants to retain its status as the world’s leading specialty coffee retailer, it must be aware of their competitors. 2) Host country assay forethought Risk instruction issues such as government polici es, regulation, macroeconomic variations and monetary uncertainties are important to The umber Bean ;amp; Tea Leaf on its international franchising.Therefore, it is a necessary for The umber Bean ;amp; Tea Leaf to go out the host county government policies concerning to the transfer and repatriation of dividends, fees and royalties. However, this company conducts a very little host government polity valuation due to attributed to a lack of resources and unstable feeler to market expansion. 3) En and thenceiasm of health instinct Nowadays, battalion attitude are changing and they vexation more to health. More and more people are taking responsibility for their health rather than passively accepting medical decisions.With this, the consumers are excisionting down on caffein. It is because they believe that drinking coffee exit harm their health. This is because that they purport that the pros of consuming coffee are little than the cons. As a result, this whitethorn bl ood line the demand for coffee from The Coffee Bean ;amp; Tea Leaf. COMPANY’S RETAIL meld Retail mix is the combination of merchandise, assortment, hurt, promotion, customer emolument and store layout that best serves the segments luffed by the retailer. Price The price is what the customer leading to pay in switch for the benefits of the product and run.From the research that we had conducted on several Coffee Bean franchises, it is clearly shown that the price of most of the products offered is nearly RM10 and above. For example, an egg club sandwich and a d well(p)ing of Chinese chicken salad cost Rm15. 50 each. It may be pricy for certain classify of people such as the youths who are the zero income earners. With this we earth-closet hitch that the price charged by The Coffee Bean is slightly high than those coffee shops such as Old Town Coffee but if we use Coffee Bean determine and compare it to their riskygest competitor in the coffee industry, for s uch, Starbuck.Starbucks will read a little advantage on the pricing as with high price, they will earn high profits in just a short period. Based on the research, we put forward see that Coffee Bean foc apply on non price decisions, but on other factors such as qualities and facilities. hence in here it is clear that Coffee Bean is using the above †market pricing polity as they do provide the wifi facilities and similarly the acceptable environment for people to do their business or assignments. It as well as had show that they target the market most on the youths. The muffins and cookies which cost only less than Rm5 are cheap for the youths but the cakes nd in addition the pasta set are non low-cost for them as they are non working and then no income for them. They only depend on the goop money feeln by their parents. Thus The Coffee Bean should offer their products with lower prices so that it is affordable for the youths to get it. Coffee Bean put forward earn back their profits in the long term. The adults with middle and high income buttocks afford to spend on the products offer by Coffee Bean. For example, although the price for those cups and authorizes lendable in The Coffee Bean are quite an expensive, but there were actually people who purchase them especially those with high income.Merchandise Merchandise is being defined as goods, ware, stocks, articles or feature to be sold. In another way of defining merchandise is the approachability of assortment of products available in the retail shop. For The Coffee Bean ;amp; Tea Leaf or withal known as The Coffee Bean in short, offer many types of products such as coffees, teas, cakes, party-packs, pies, cookies, muffins, sandwiches, salads and even hot pasta. They even offer divergent types of drink visiting cards for their customers. The Coffee Bean does customise to meet the wants and demands of their customers.This is because different consumers afford different types of preferences. It sight be shown clearly when The Coffee Bean customises their coffees into light and sharp, abundant and smooth, dark and distinctive and olfactory propertyed. For example the light and subtle coffee is especially for the customers who prefer mild and exquisite flavour. Whereas for teas, it is being categorise into black and oolong tea, green tea and flavoured green and herbal and fruit infusion. For such, green, black and oolong teas all have their own touch modality flavours and aromas, and each will have its own unique set of blends that complements and expands their essence.A unfreeze Ceylon tea, for example, blended with a delicate peach flavour works the magic sparks of fruitiness with a light floral finish. And to those who dream of having spectrum of aromas and flavours, a cup of oolong tea will be their choice. Furthermore, the cakes being offered tail end be customised into cheesecake special, signature classic, for kids and special occasions. Th ey similarly offer the drink menus to casing the taste and preferences of their valuable customers. For such, they offer coffee, espresso, brewed tea, tea latte, non-coffee, coffee ice blended drinks, coffee-free ice blended drinks and many more.Thus with the way of customising their products to suit the tastes and preferences of different customers, it will then help to deplume more customers to The Coffee Bean and with customers, retail trade can be done. They also do provide merchandise line beneathstanding whereby they allow their customers to cull the size of it for their drinks whether they want itty-bitty, fix or large size. In conclusion, customer blessedness can be met when the retail organisation, The Coffee Bean is being influenced by the customers’ needs and wants.Besides from all these, The Coffee Bean also do offer whatever gift packs, for example The Holiday Tea leash which includes three mini square tins each containing flipper tea bags of whole l eaf teas. They are nicely wrapped with ribbon on top of it which makes it winning for people to purchase them. Although Coffee Bean offer a variety of products for their customer but it may bring roughly disadvantage such as the taste and aroma of coffees and teas may not be that fragrant anymore as they do not focus on only a accompaniment type of coffee and tea.This may make the good quality of the products offer by them to be glum into bad quality. Therefore, to prevent this from happening, Coffee Bean should only picked up several(prenominal) of their famous products to specialise in and to continually improve on it. Advertising and promotions The Coffee Bean become famous and as a media darling, their defect have been place and crowd in hits shows like Entourage and The Hills, to coverage leading publications like Forbes Magazine and the Times. Coffee Bean had advertised its sucker not only through the media or mag but some(a) other ways such as donations, promotions a nd others.The Coffee Bean have come out with a numbers of examples they been using to bound the concept of social responsibility and also to set up their brand through donations. It can be shown by the following example; The Coffee Bean made a donation, 50% from their sales item to be donated to serves children with autism, learning disabilities, hyperactivity or perplexity deficit disorder, mental retardation, and emotional challenges. with an ongoing commitment, The Coffee Bean ;amp; Tea Leaf® holds The Help Groups annual Deck the Walls vacation fundraising program and proudly features the childrens artwork.Their most recent activity is the project of Caring cup initiatives which planted and nurtured domestically in communities served by the company, as well as internationally in communities which the product originate. The framework of caring cup initiatives is rooted in need; where need from preventing the environment to improving education. Through these, The Coffee B ean will definitely well known in public and as we can see nowadays more and more people will come to purchase from the shops whereby there do a lot of kindliness work and these charity programs will be part of The Coffee Bean social responsibilities.Beside donation there are a few promotions being utilize to promote their brand. At times, The Coffee Bean ;amp; Teas also give free drinks today to celebrate the launch of the cafe’s holiday drink line. For example, from 4p. m. to 8 p. m. (11/12) customers can get a free 12 oz holiday drink. Choices include: Peppermint Latte or trumpery Blended drink; Pumpkin latte or Ice Blended drink. Besides that, they also promote their famous drinks by posting pictures on the palisade and putting up banners outside of their franchises.People who own The Coffee Bean handbill may have some benefits too and it acts as a way of promoting and thus can attract their customers to purchase more. By having the observance the consumers may sle ep together the convenience of debit purchase, the more the people top up the card the more benefit they will get, such as 10% more value and redeemable of other item by having at least 5 point. They do have the holiday promotion. When it is near by the holiday season, they had been preparing some merchandise to go, such holiday cocoas gift set and others.This had helping in promote the brand by his consumer to others. They also have their online advertisement. They are not only having their own web site but they already create their pages in Facebook, Twitter and also Youtube which are the famous connection web on current time. They also post some short video on the web to promote and attract to the customer. With all the relevant aspect, connection and advertisement use by the company, Coffee Bean has successfully passed their information to their customer.Through the promotions of the products by hanging up banners and pictures on the protect sometimes may not contain full infor mation such as the pricing and the commissariat of the particular product. They may only contain showy pictures on it. In order to solve it, the management of Coffee Bean should publish their nutrition chase and the pricing on the banners. With these, customers can get the information of the products they engage and can decide whether to purchase it or not. Besides that, we also noticed that Coffee Bean do not give out brochures as a mean of promotion. This may be a disadvantage for them.If brochures are provided to the passer-by, they may tend to go in to the Coffee Bean to make out the products offered by them. As a conclusion, the Coffee Bean should also provides brochures and distribute it to the people so that they can have more information on the offers and promotions offered. Customer assist and Selling Customer serve up is the provision of service to customers before, during and after a purchase. For The Coffee Bean and Tea Leaf, they provide a series of customer serv ice to their customers. Such as, their entire customer can hold in for a member card or so called The Coffee Bean Card.Basically, The Coffee Bean Card is a loyalty card introduced to reward fixture customers with loyalty points called â€Å"BEANS” which can be subsequently redeemed against purchases at The Coffee Bean ;amp; Tea Leaf outlets (CBTL). With perception, Coffee Bean is a well-favoured believer in teamwork (just like Starbucks) as they regain that success is achieved by working together. After our research on several franchises of The Coffee Bean, we noticed that their staffs are efficient, friendly and helpful enough. They maintain amicable relationships between customers and each other.This can be shown when customers ordered their drinks and forage at the counter, they served their customers with smiles and when we asked them certain questions for our assignment purpose, they will try their best to answer us. The employees have respect for each others value s, opinions and individual personalities and are honest and truthful to themselves and each other. Due to this scheme, they can serve their customers in a better way. In addition, Coffee Bean also provided online service which customer can view their website that having the latest news and more information towards their company.In order to let their customer to contact them or get more information towards them, Coffee Bean also provide their headquarter address, email, telephone and even fax number on their website. They even have their website for their customers to comment on their services and products provided. Selling is being defined as trying to make sales by persuading someone to buy ones product or service. Coffee Bean also did selling. They try to sell out their product as much as their competitors do. Therefore, promotion will exist. Besides that, Coffee Bean tends to sell their product through their good and friendly customer service.Due to the customer service provide d by them are good, customers tend to come back to them when they think of having a cup of coffee and savoring the halcyon environment there. Although most of the Coffee Bean franchises are well organised with their efficient workers, there is a possibility that they do made mistakes to especially in delivering the drinks to the customers or when they prepare the drinks. This can be shown when our group when to one of The Coffee Bean to do our research while having our drinks there; we noticed that they made the drinks for us not according to the size we ordered.For such, we ordered a regular size black forest ice blended and a large size of the fan ice blended, but during the preparations of the drinks, the staffs made mistakes, everything goes the other way round. These mistakes can be avoided by sending those staffs to more training programs so that they can improve and be more efficient and the operations in The Coffee Bean will be more stiff and productive. Location Locatio n is an field of operations that retailing may undergo significant changes in the decade to come.Besides that, retailers have been classified according to their location within a metropolitan area, be it the central business district, a regional obtain centre or locality shopping centre, or freestanding unit. In order to have the businesses caring out well or to improve the businesses, location and target market can be considered as important factors. For example, if the location that retailers choose is too far away from the town or is it hardly or impossible to find a parking lot to park their vehicles, most of the consumers will choose not to go there.Locations that retailers mostly choose to run their businesses and to earn a profit from there are such as metropolitan area (e. g. : town area), central business district (e. g. : nub of the state) and so on. In Malaysia, most of the retailers would like to operate their businesses at metropolitan and central business district . The flat coat they choose these places is because the locations tend to attract more consumers to their shops as there were also many hypermarkets and supercenters near.As for this assignment, we carried out a research on The Coffee Bean ;amp; Tea Leaf, The locations that Coffee Bean may choose to run their franchise businesses are basically the two popular locations. Besides that, The Coffee Bean ;amp; Tea Leaf currently has over 750 stores in 22 countries. In addition, in Malaysia currently have over 54 stores. 31 franchises in Klang Valley, 6 in Penang, 1 at Ipoh, 2 in Pahang, 3 in Johor Bharu, 2 in Malacca, 6 in Sabah and 3 in Sarawak. Every Coffee Bean in Malaysia tends to gives people a relaxing and enjoyable environment.The location that Coffee Bean’s retailer pick mostly at those places which can attract more people. The Coffee Bean ;amp; Tea Leaf tends to attract those tourists and people who apply to hang out with friends or to those who were carrying out thei r claim selling with others. For such, after a tired shopping day, most of those shoppers will tend to find a relaxing place for a rest. They can enjoy the coffee and the sweet aroma of teas that are provided by the Coffee Bean. Next is the customers may also enjoy the beautiful scenery around these franchises, for such the beaches.Through these, more of the tourists will pay a visit and spend their time there. Besides that, location such as shopping complexes is also a hot tell for shoppers and tourists to spend their time there either the day or night. Customers can sit and relax themselves; they can also view the shoppers shopping around and can feel the friendliness of the people. Locations that Coffee Bean chooses are also convenient to the entire consumer. Most of the franchises operate at the shopping complex; this is because there are a lot parking places provided for their customers.This will let those consumers to pay more visits to their shops which can provide them wit h the drinks provided and the good customer service provided. Target Market is the particular proposition group of customers that a company aims to capture. They have been identify as people with needs or wants that can be met with the products or services from the company. The Coffee Bean ;amp; Tea Leaf is targeting the youth, who are teens and working adults in their twenties. This has become a weakness for the firm. The Coffee Bean and Tea Leaf aligns itself with other major(ip) brands targeting the youth market.This may lead it to lose some potential market. For example, DOME’s positioning is â€Å"expensive and exclusive” as its target market is basically the professionals, managers, executives and businessmen. But The Coffee Bean ;amp; Tea Leaf’s target market is the youth and who didn’t have strong consumption power. The target market for The Coffee Bean ;amp; Tea Leaf is sensitive to the price issue. The Coffee Bean positioned them well in the tar get market by a competitive pricing strategy. This pricing strategy likes a threat for The Coffee Bean ;amp; Tea Leaf.Thus the market share and profit for The Coffee Bean ;amp; Tea Leaf are limited. They also target the adults with stable income. The problem on the location is that there were only 54 outlets in Malaysia. For example, Pahang there is only 1 branch but we found out that it may not be enough for the Pahang residents. The people who want to go to The Coffee Bean may need to travel a long distance to reach Coffee Bean. As a recommendation, we recommend that the management of The Coffee Bean should increase the number of outlet in Pahang.Next we also found out that The Coffee Bean target the youth as their main target. Our group feel that the youths who are the zero income earners might not have enough income to spend on the products offer which will be slightly expensive for them. Thus Coffee Bean has made a mistake, they should target adults with mass medium and high i ncomes as their main target group as they can purchase the products without worrying that they would not have enough cash to pay. Store layout and design Layout and design is defined as an arrangement, plan, design of a building, book, picture and etc.As we know, Coffee Bean is one of the franchise companies. Most of their layouts and designs are almost the same in every outlet. For example, the theme colour of the outlet. You can see that their outlet mostly is painted in brown colour. Brown colour is a natural, down-to earth deaf(p) colour. It represents warmth, wholesomeness, friendliness and simplicity. With this, it gave their customers a warmth feeling when they are inside their outlet. As the customers enter into the Coffee Bean, they can also notice the pictures of the famous drinks at Coffee Bean are being hang up on the wall.Besides that, the playing of the sentimental music makes the environment calm and relaxing. This makes their customers willing to pay for a higher pr ice for a cup of coffee and enjoy it in such calm and relaxing atmosphere. Furthermore, there are also a counter is used to display their products such as packets of teas and coffees, cakes, cookies, muffins and etc in every outlet. It is well organised, people can easily find the products they want as the products are being consistent in order. Each of the products display is being priced.Customers can choose whatever products they want from there and they can see the price for it. Moreover, in every outlet, there is a menu batting order at the counter. It shows the menu of coffee drinks and beverages that sell and their price. Customers can refer to the board and make their orders. There is also a weakened blackboard hanging on the wall which states that what the special offer is for the day. The outlets for most of the Coffee Bean franchises were big enough, there were spacious space for the customers to walk around without asking the others to shift their chairs to allow them to walk pass.The management of The Coffee Bean also placed some plants in their outlets as part of the decorations on the franchise. They do provide magazines for their customers to read. Next is the lighting system in The Coffee Bean franchises. They usually will use the bulbs with orange colour to give people the quixotic and warmth feeling. The lights being used by them are those with nice designs on it and are in motley shapes. There is also wifi provided for their customers who wants to serve on the internet for the assignments and business purposes.After stating the store layout and design of The Coffee Bean ;amp; Tea Leaf, our group also do noticed some problem on it. For such, the literary works on the small blackboard which is used to write what the special offer of the day are too colourful and it is too small as it can make the customers difficulty in translation it. Thus to improve it, they should provide each Coffee Bean franchises with a bigger blackboard and the writings should be change to a bigger size and the fonts which can be easily readable by the customers. CONCLUSIONFrom the report above, we can see that The Coffee Bean ;amp; Tea Leaf has been growing from time to time, but on the way of growing there are several issues that need retailer’s attention and take certain actions to correct and to improve it.. From the research, we found out that most of their customers are boor and are of the middle income earner, but the price of most of the products offered is around RM10 and above, with this, it may not be affordable for the zero income earners in here the youngsters. As from these, Coffee Bean may need to lower the price of their products.As for the location and the number of outlets of the Coffee Bean, it is shown that there are only 54 outlets of Coffee Bean which operate in Malaysia, 31 franchises in Klang Valley, 6 in Penang, 1 at Ipoh, 2 in Pahang, 3 in Johor Bharu, 2 in Malacca, 6 in Sabah and 3 in Sarawak. As we can s ee there are unequal balances of outlets located, with this they may need to add more branches on those states which are under stored. Beside this, The Coffee Bean also conducts a small part of host government policy evaluation due to attributed to a lack of resources and reactive approach to market expansion.With this take should pay more attention on it. As on the side of health, a medical report had state on caffeine which conduct in the coffee may cause harm on our health; this had cause the consumers to cut down on the consumption of coffee which contains caffeine. With this, The Coffee Bean may concentrate on tea left beside the coffee. Next, they offer a variety of products and thus they need to choose certain products which are popular among the tastes and preferences of the consumers.For their advertisement and promotions, they should provide more information on it, such as nutrition labels and the pricing on the banners, this not only can attract the customer, and it may a lso help those consumer make decision on their choice. Although The Coffee Bean franchises are well unionised with their efficient workers, but there still have some problems occur, such as mistake in making order, to avoid this problem occur again, they should provide more training to their worker to improve their service system.\r\n'