MGMT205 International Business

The topic is to write about bringing a cafe brand from Thailand to Singapore. Cafe Brand: After You Dessert Cafe.Attached is the reporting guideline to follow. Please include 18 references. For references, please only insert if it is relevant to the pointer. Do not insert just because of matching keywords. There is no need to only insert paid journal articles. Please use free journal articles, news articles, webpage writeup.

• Topic is to Franchise the brand in from Bangkok, Thailand, to Singapore

• Introduction and background of After You

• Brief write up on finance as well

• Write up on the benefits of bringing in to Singapore

• How does it help After You to grow [15%] Suitability of market entry recommendations

• What are the market entry framework?

• Mode of entry – Franchise

• Market entry strategies [30%] Suitability of marketing strategy recommendations

• Talk about pestel analysis

• Talk about Hofstede’s Cultural analysis

• Talk about Branding strategy

• Standard approach or adapted approach? 

• Suitability of marketing mix recommendations

• Uses of 4P how to start marketing the brand in Singapore 

• Conclusion