Hollys Coffee Based In Korea Franchising In Singapore Marketing Essay

Hollys Coffee Based In Korea Franchising In Singapore Marketing Essay Thanks to the growing popularity for Korean pop and Korean dramas, they are the main influences in recent years. To benefit from the trend, Hollys Coffee, being the largest coffee chain in Korea will venture into Singapore through master franchising to gain market share in the Food and Beverage industry. Hollys Coffee will distinguish itself from the rest of the coffee chain in Singapore by bringing their uniqueness and culture to Singapore. Hollys Coffee will emphasize on its brand promotion and advertisement to allow Singaporeans to be aware of the brand. This report will further introduce how Hollys Coffee set its global strategy, the opportunities and the challenges faced. Company Background Hollys Coffee is a specialty coffee company head headquartered in Korea. The company was established in 1998 and opened Koreas first espresso shop that year. Its shops offer espresso, coffee, tea, coffee- and tea-based cold and hot specialty drinks, a variety of pastries and other snacks, and coffee supplies. By 2008, there were more than 100 Hollys Coffee shops in Korea, and the franchise had expanded with additional stores in Japan, China and Malaysia. It has a barista academy called the Hollys Coffee Academy Country Background South Korea has a market economy which ranks 15th in the world by nominal GDP and 12th by purchasing power parity (PPP), identifying it as one of the G-20 major economies. It is a high-income developed country, with a developed market, and is a member of OECD (Organization for the Economic Co-operation and Development). On top of that, it is a country filled with rich culture and heritage. Koreas population is one of the most ethnically and linguistically homogenous in the world. Virtually all Koreans share a common cultural and linguistic heritage. With 48.7 million people inhabiting an area roughly the size of Indiana, South Korea has one of the worlds highest population densities. Other financial organizations like the World Bank describe Korea as one of the fastest-growing major economies of the next generation along with BRIC and Indonesia. South Korea was one of the few developed countries that were able to avoid a recession during the global financial crisis and its economic growth rate will reach 6.1% in 2010, a sharp recovery from economic growth rates of 2.3% in 2008 and 0.2% in 2009 when the global financial crisis hit. Entry Strategy Hollys Coffee will enter Singapore through master franchising method that allows individuals or corporations to buy the rights to sub-franchise within some specific countries. This is to minimize risk when it enters the country where its brand is seldom familiar to the local community as well as it is difficult to attract investments. It is essential to motivate franchisee to serve more people. Franchising can provide high motivation to franchisees as they just need to pay fixed royalty. It means that more customers they serve customers, the more profit they can expect. The most popular franchises are those with widely recognized brand names. In fact, the brand name or trademark of a company is normally the single important item desired by the franchisee. Having K-pop influences all over the round, the Korean fans must have heard of Hollys coffee since it is the largest coffee chain in Korea and on top of that, there were dramas and variety shows that were screened in the cafes as well. Franchising is an entry mode that allows for rapid geographic expansion. Company often gains competitive advantage by being first in seizing a market opportunity. Franchisers can benefit from the cultural knowledge and know-how of local mangers. This helps lower the risk of the business failure in unfamiliar markets and can create a competitive advantage. Marketing and RD Strategies There are two entry strategies of Hollys Coffee one is to introduce products that have Korean own characteristic, another is to differentiate with other coffee brands by focusing on side menus like waffle or patisserie. However, there are a lot of its own domestic coffee retailers in Singapore and Hollys Coffee is still not well-known to local people. Thus, it is very important to make Singaporeans aware of its brand and Hollys Coffee might be exposed to the financial risk linked with heavy marketing expenditure such as brand promotion and advertisement in the course of spreading its brand. Another key point of marketing approach would be unique selling point. There are a lot of coffee shop with varies target groups with their own brand all over the world, however, only few big brands have gained majority of market shares. Gaining public awareness by promoting a unique selling point as advertisement would be a good strategy. A global marketing strategy can also be successful if the firm has managed to change local preferences. A new product entering a local market will usually change preferences to some degree, whether by new features, promotion, or price. One of the good selling points to  stand on the  market  share of  cafe business  in Singapore could be either theme, or products. At the end of the day, it depends on whether the products or the theme of the cafe house attracts the customers, and subsequently the business sustains. To coffee lovers, they are looking for good coffee for sure; to non-coffee lovers, perhaps they are looking out for a place to rest with a drink and at the same time to enjoy the ambient of the cafe house. Uniqueness of the products as mentioned above, whereby to bring in the sweet potato latte definitely catches attention of the locals. By bringing in local product to overseas  stands chance in penetrating overseas market, ultimately the overseas acceptance will also be the significant factor whether it helps to boost up sales. With Korean trends being so popular, Hollys coffee may consider to implement with things that may relate to the Korean dramas or song. Opportunities and Challenges In Singapore, It is quite challenging to stand for market share in Singapore for cafe Food Beverage sector, especially there are a lot of its own domestic coffee retailers or popular brands already well known in the market, i.e. Coffee Bean, Starbucks which makes Hollys Coffee rarely known to local people. Thus, it is very important to make Singaporeans aware of its brand and bring out the uniqueness of this Korean cafe especially the sweet potato latte that that is not available in Singapore.  By bringing in Korea characters as a theme of cafe  could be  a good selling point and marketing strategy. As for business strategy, international strategy could be the appropriate strategy since its going to maintain Korea theme cafe. Therefore, Hollys Coffee might be exposed to the financial risk linked with heavy marketing expenditure such as brand promotion and advertisement in the course of spreading its brand. It is important to come up with the marketing and promotions to introduce to the locals about Hollys coffee, as it is not easy to change the taste and preference when they are used to the existing brands. On top of that, it is expensive to start up a cafà © in Singapore, therefore it is important to have a detailed breakdown of the startup cost like registration and licensing, and other operating expenses as well. Evaluation and Conclusion All thanks to the influences of Korean pop to all over the world, there are more people getting more interested in Korean culture and heritage. There is an average of 20,000 Koreans residing in Singapore. Many Koreans will start to patronize Hollys coffee when it opens in Singapore. Singapore has been a popular choice for foreign talents internationally, as mentioned above there are about 20,000 Koreans in Singapore. It remains one of the popular places for relocation for its reputation as a safe and orderly country to educated children in. For a business, we will like it to be set up in a politically safe developed country in  comparison  to a developing country with bad political situation. Government policies and regulations may change from time to time based on political stability and poses a risk for its foreign entities.  

Gender determination Essay

When an individual is born, he or she has male or female sexual organs and this determines the sex of that individual and consequently how the society expects that person to behave. Gender is different however, in that it transcends the simple biological explanation of why one is a boy and another is a girl. This paper will focus on what makes one a girl putting aside the fact that one was born one. It will also look at the possibility of an individual being born a girl but changing to become a boy. How and why this is done is also part of the discussion. Gender is described as â€Å"the socially constructed roles, behaviour, activities and attributes that a particular society considers appropriate for men and women† (http://www. who. int). This means that to be masculine or feminine depends on a society and not only on the sexual organs that one is born with. Once an individual is born, the society teaches him or her how to behave according to the expectations that specific society has for an individual belonging to his or her particular sex. Every society has some roles that are assigned to male and female members of the society and this determines whether one is male or female. The question then becomes whether one is born with his or her gender or this is learned from the society that one grows in. In my own case, attending a girl’s school determined my becoming feminine and thus becoming a girl despite the fact that I was born a girl. In the school, only girls were around and thus were the only role models that I had. This meant that I only had other girls to emulate in my behaviour and my peers were also girls so together we all aspired to be better girls. The teachers we had were also keen on ensuring that we were trained on how girls should behave in certain occasions and also which aspects were to be admired in a girl and which were abhorrent in a female. This shows that one can be trained to become feminine or masculine but it is important to note that it is not always so. This can be demonstrated by the number of girls who would get into trouble with the teachers for playing truant yet this was supposed to be an undesirable trait for girls and hence was dissuaded. These girls were given the same training as all their peers yet tended to behave differently causing one to question whether gender is completely determined by the society (Morrow 1991). Despite the question that is posed above, it is clear that girls who are educated in girl’s only schools are usually more feminine than those who attend mixed schools. This is because those in mixed schools are not controlled as much as those in girls only schools. The environment they are reared in leans more towards femininity and thus tends to discourage any behaviour that is seen to be masculine. The lack of an alternative form of behaviour leads to their feminine behaviour although some will try deviate by doing what they think others are doing elsewhere (Askew & Davey 2005). This then leads to the question whether or not one can change from being a girl into a boy? Apart from the biological way, culture has two different ways of changing an individual’s gender. This can either be done by changing the culture one has been brought up in or by being brought up in an environment that emphasises the behaviour of the opposite sex (Watney 1994). Since gender is determined by the roles that a society assigns to each sex, ones gender can change depending on the culture one finds him or herself in at a particular time. Roles assigned to the sexes by different cultures differs and are interchanged whereby roles assigned to women in one culture may be assigned to men in another culture. In this way a male in one culture may be seen to be feminine in another thus changing a male into a female or vice versa. Another way that one can change ones gender is by rearing a girl in a male environment. The girl tends to adopt the masculine behaviours exhibited by her male counter parts as has been witnessed by the women who venture into fields assumed to be the male domain. This is in politics and business where women who succeed in these environments are seen to be more masculine than feminine thus changing their gender to becoming more male than female (Miller, Lewy & Peckham1997). In conclusion, it is correct to say that an individual’s gender is not only determined by his or her sex but also by the culture that they have grown in. the roles that a culture assigns to an individual are used to determine femininity and masculinity of members of the society. It is possible for ones gender to be changed depending on which community one is in. Roles assigned depending on an individuals sex change according to the society. Furthermore, the environment one is in influences the behaviour one has thus influencing the gender that one belongs to. Reference 1. Askew J. & Davey M. 2005, Sex Acts: Practices of Femininity and Masculinity, Archives of Sexual Behaviour Vol. 34, Sage Publications, Thousand Oaks 2. Gender, World health organization retrieved on 13th April 2009 from http://www. who. int/topics/gender/en 3. Miller J. B. , Lewy J. & Peckham E. 1997, Context Effects on Self-Perceptions of Feminine and Masculine Quantities, Sex: A Journal of Research Vol. 37 4. Morrow F. 1991, Unleashing Our Unknown Selves: An Inquiry into the Future of Femininity and Masculinity, Praeger Publishers 5. Watney S. 1994, Aphrodite of the Future, Artforum International Vol. 32

Realistic and Magical Elements of A Very Old Man with...

Realistic and Magical Elements of A Very Old Man with Enormous Wings A Very Old Man with Enormous Wings is a renowned short story written by Gabriel Garcia Marquez. It was published in 1955. Gabriel Garcia Marquez was born and spent his childhood in Colombia but has lived in Paris and Mexico. As for the work that made him famous, A Very Old Man with Enormous Wings is considered by most an archetype of Magical Realism. When reading A Very Old Man With Enormous Wings, one comes across many elements of Magical Realism. A good specimen of Magical Realism is the old man with wings. An old man is normal and earthly. However, when wings are applied, what was once mundane becomes stereotype of Magical Realism. What is most†¦show more content†¦A great example of how capitalism, being a realistic trait, is normally incorporated with all things. Father Gonzaga is a realistic factor one must take into account. Religion is for the most part a realistic matter. Even though religion itself is not proven, or always expectable, the fact remains that most people look towards people of religion for guidance. This being the case Father Gonzaga, who is a man of religion, would be considered a realistic element. There is no purpose to the Magical Realism elements illustrated in A Very Old Man With Enormous Wings. Let us keep in mind that in these Magical Realist works the author does not need to justify the mystery of the events, as the fantastic writer has to (Leal 119-124). The events happening within Gabriel Garcia Marquezs work flow unrestrained over the pages. The past events do not dictate the future events. There is no avalanche effect in Marquezs short novel. Nothing depends or is decided on one single event. Motions are carried out with out control or authority. The characters involved in A Very Old Man with Enormous Wings treat the old man as an animal or pest. Not aware of the possibility of a human having wings, they simply put the old man in a chicken pen because he is a freak and an annoyance. The mere fact that the old man has wings would send most people to their cellars because of a fear that the end of the world is near. As for theShow MoreRelated Magical Realism in Context: Analysis of A Very Old Man with Enormous Wings1193 Words   |  5 PagesMagical Realism in Context: Analysis of A Very Old Man with Enormous Wings      Ã‚   From the beginning of A Very Old Man with Enormous Wings, the ordinary begins to confront the extraordinary. This short story by Gabriel Garcia Marquez, one of the most famous Latin American authors, was introduced to the world in 1955. By examining the magical and realistic elements of this short story, the theoretical term given to an emerging art form of the mid- twentieth century can be applied to a workRead More Magical Realism in Gabriel Garcia Marqezs A Very Old Man with Enormous Wings1069 Words   |  5 PagesCharacteristics of Magical Realism in Gabriel Garcia Marqezs A Very Old Man with Enormous Wings The controversy surrounding Magical Realism makes the classification of what is and what is not Magical Realism very difficult. Gabriel Garcia Marquez, a famous Latin American author, has written many pieces of what is generally conceived to be Magical Realism. Marqezs A Very Old Man with Enormous Wings fulfills every characteristic of Magical Realism.. A Very Old Man with Enormous Wings includesRead More Linking Magical Realism and the Sublime in A Very Old Man with Enormous Wings1022 Words   |  5 PagesLinking Magical Realism and the Sublime in A Very Old Man with Enormous Wings      Ã‚  Ã‚   Marquezs A Very Old Man with Enormous Wings links Magical Realism and Sublime literature to one another in such a way that Magical Realism seems to be a genre of the Sublime. This short story was published with a collection of other stories entitled Leaf Storm and Other Stories in 1955. Gabriel Garcia Marquez, a native Columbian, has accomplished a great deal in the field of Magical Realism. This particularRead MoreMagical Realism In Gabriel Garcia-Marquez A Very Old Man With Enormous Wings869 Words   |  4 Pagesthat a dead enormous man washes ashore, or a man with wings just appears out of nowhere all of a sudden making your life better without you realising it, or the power of a curandera is stronger than of God and evil itself. 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There are also cultural influences in the story thatRead More Magical Realism in Gabriel Garcias A Very Old Man with Enormous Wings 1023 Words   |  5 PagesMagical Realism in Gabriel Garcias A Very Old Man with Enormous Wings      Ã‚   A Very old Man with Enormous Wings (1955) is a short story by Garbriel Garcia Marquez, a Latin American author. This story contains many elements of Magical Realism, such as having one fantastic element while being reality based, having a deeper meaning, and having no need to justify or explain events or human actions. The magical elements in this story are the old man (that is assumed to be an angel) and theRead More Lessons Learned from A Very Old Man With Enormous Wings Essay1261 Words   |  6 PagesLearned from A Very Old Man With Enormous Wings      Ã‚   A Very Old Man With Enormous Wings is a short fiction story written by Gabriel Garcia Marquez in 1955. 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MagicalRead Moreâ€Å"A Very Old Man with Enormous Wings by Gabriel Garcia- Marque995 Words   |  4 Pagesâ€Å"A Very Old Man with Enormous Wings†:Gabriel Garcia- Marquez story â€Å"A Very Old Man with Enormous Wings†, written in 1955, is about a family harboring what is thought to be a fallen old â€Å"angel man†, initially thought to be on his way to take their ailing child away. The angel must have been coming for the child, but the poor fellow is so old that the rain knocked him down (Marquez, 1955). The family not knowing how to treat the situation embarks on a journey of mixed emotions of whether the man isRead MoreA Very Old Man With Enormous Wings By Gabriel Marquez882 Words   |  4 Pagesdecrepit, senile old man in your backyard and make a large sum of money just to keep him, would you do it? The classic short story â€Å"A Very Old Man with Enormous Wings† by Gabriel Marquez does just that, only this old man has wings. While exploring hum an nature and the reactions a person and people have to adversity and difference, Marquez makes some pointed criticisms of society in general. With many underlying themes and symbols, I’ll be analyzing a few such as; greed, compassion, the magical realism genre

The Age Of The Upper Class - 1811 Words

From 1837 to 1901 marks a new era for England, as it is ruled under Queen Victoria bringing an age of peace, prosperity, and a new nationalistic attitude within England itself. The large increase in population and a shift to a trade and manufacturing economy brings a new sense of competition amongst the citizens, developing a new value in aesthetics, status, and wealth to prove dominance in the ever-growing society. Economic success, an ideal which began as a strictly upperclass desire, soon trickled down to the lower classes as new economic focuses permitted the conditions of the lower classes to improve due to the growing demand in industrial jobs. With social mobility at several poverty stricken citizen’s footsteps, many could not help but to project the feelings of the upper class in their social lifestyles. An overarching attitude of competition in Victorian era England brought way to the diminishment of the former hierarchical notions as all classes displayed similar characteristics: the fixation on vanity, the indulgence in hedonistic tendencies, and the corruption accompanying influence, all of which are apparent in the dramatic novel The Picture of Dorian Gray by Oscar Wilde, and poems by Alfred Tennyson, Matthew Arnold, and Robert Browning. Oscar Wilde’s exceptional novel, The Picture of Dorian Gray, follows a seemingly innocent young man who initially partakes under the wing of his accomplice, Basil Hallward, to let him paint him. After viewing theShow MoreRelatedThe Victorian Age : An Upper Class Society1049 Words   |  5 PagesThe Victorian Age: An Upper Class Society The Victorian Period, the years between 1837 and 1901, was named after the reign of the great Queen Victoria in English civilization. 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People who were in this class where well educated, civilized people that had a lot of money. The people born into the upper class had more rights and privileges than those of the other classes. The upper class was only in charge of major tasks related with the city, the minor tasks were for those people under the upper class people. TheRead MoreThe Great Gatsby By F. Scott Fitzgerald985 Words   |  4 Pages3/14/17 Those at the Top Have the Farthest to Fall The Jazz Age was known as a time to reinvent and remodel social norms. As the stock market boomed, the 1920s were a celebratory time of progression and economic growth. People were given more money and more liberty to live their lives as they pleased. However, these freedoms came with a cost. As seen in the novel, â€Å"The Great Gatsby† by F. 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