Beanz Espresso Bar is located in downtown Charlottetown, Prince Edward Island, Canada. It's operating in a market with high competition (11 other coffee companies in a two-block radius). Beanz has thus far survived the leading environmental changes and managed to keep its clientele as well as the owners, Lori and Doug, believe it's time to either sell Beanz and leave the industry, or use their competitive advantages to grow and gain more market share.
Beanz specializes in high-quality, baked-from-scratch food and specialty coffee beverages. The cafe is known for outlandish staff, atmosphere that was warm, and its arty vibe. Internally, the company faces several issues concerning management control systems, promotion, and strategic direction. Doug and Lori must choose between five different directions for the future of Beanz.
PUBLICATION DATE: May 15, 2012 PRODUCT #: W12020-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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