Cilantro Cafe Going International - 2174 Words

Cilantro Cafà © from Egypt to International Market Table of Contents: 1. Introduction (Cilantro’s History)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦........†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Page 3 2. Cilantro’s Current Situation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦. Page 4 3. Cilantro’s Objectives and Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.....†¦ Page 5 4. Cilantro Going International†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦..†¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦...†¦Page 6 5. Cilantro’s Strengths and Weaknesses†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Page 9 6. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Page 11 7. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 11 ïÆ'Ëœ References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦.†¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 12 1- Cilantro’s History: In 2000, Cilantro was originally established by creative young entrepreneurs Maher Maksoud and Nader Lahzee. The first store was a quaint and cozy little shop in Zamalek, Cairo,†¦show more content†¦Their customers go to study, work, socialize, read, and chat on the internet. - â€Å"Cilantro is a place where you come and by the way eat and drink†, said Mr. Hesham El Sewedy. e- Cilantro’s stores: Cilantro stores have the same decoration, furniture, colors, atmosphere and music everywhere in Egypt and outside Egypt. f- Cilantro’s characteristics: Cilantro cafà © is characterized by its modern, stylish yet cozy atmosphere. 4- Cilantro Going International: Before going international, Cilantro had to build a strong infrastructure in Egypt manuals, franchise, procedures, management skills, and an elaborate quality assurance system. As Cilantro management wanted to increase its sales and profit, and as they already established and maintained sufficient level of home market share, they began considering going international. Going international at that time was important to Cilantro management to protect themselves from being eroded by other Egyptian competitors who may take the initiative of going international at that time. In moving abroad, Cilantro has relied on different strategies for the different markets, opening stores in London without a local partner, but relying on relationships with franchisees in Jordan and Saudi Arabia. Both strategies have their pros