• Dancing with Partners – The Growth Strategy of Maisadou Tea and Café

Abstract

Maisadou Tea and Café was established in 2007, when competition in Taiwan’s tea drinks market was fierce and many companies were active in expanding oversea business. The general manager of Maisadou Tea and Café, Chuang-Nan Chang, believed that the overseas business opportunity would come true only when the company was standing firmly in Taiwan. Maisadou Tea and Café now has 42 chain stores mostly in the north and centre of Taiwan. Chuang-Nan Chang is considering how to lead the company to develop the market in Taiwan. This case highlights Maisadou Tea and Café ’s market strategy, and how the company collaborates with the franchisees with limited resources. Through the case, students will realize the fitness among market strategies, management mechanism of franchisees and market expansion.

Keywords: Regular Chains, Franchise, Franchisee, Partnership