Gloria Jean's Coffee's Entry in the Chinese Market

One of Australia's leading top coffee chains is Gloria Jean's Coffees. This is an Australian-based coffee company that has 480 shops in Australia. It is one of the world's largest coffee chain stores, one of the top 1000 companies of 2008 Business Review Weekly magazine, and one of 500 Australian private companies. Initially, the company started operations in the US, especially in Chicago. Here, Ed Kvetko and Gloria Jean were founder. More than ten years later, Australian businessman and coffee expert Nabi Saleh introduced Australia's Gloria Gene coffee.

Gloria jeans coffee has a strong brand image (Gloria Jeans Archive 2004). Brand is based on quality and excellent taste. "The importance of the brand is that the company name needs to be different" (Fuchs, C n.d.). Since Gloria Jean's coffee plays an important role in the emerging market industry, in order to stand out from competition, it is necessary to have an excellent brand image. Ability represents the ability, knowledge, and skills an enterprise can apply to succeed in a competitive environment. This concept is thought to come from the core competitive approach of corporate strategy. This is considered one of the main pillars of strategic management and focuses on the ability to provide customer value or future valuable products.

Diedrich Coffee, owner of Gloria Jean's Coffees, is committed to doing business in a retail business environment through multiple channels. One of their sales strategies is to have a well-known third-party company that basically shares their beliefs, values, and commitment to quality. Examples of Gloria Gene coffee distribution channels are grocery channel license agreements, foreign retailers, franchise contracts, and direct consumer market channels. Gloria Jean's Coffees also expanded its coffee business by offering coffee and coffee related products through mail order and World Wide Web. This fits their main slogan, "Gloria Gene's coffee nd". Gloria Gene coffee signed a license agreement with Albertsons to sell and distribute Gloria Gene's freshly baked coffee at a grocery store in Southern California, USA.

Established more than 30 years ago, Gloria Jean's Coffees has become a symbol of coffee in more than 700 shops in over 40 countries. As a professional coffee retailer and one of the fastest growing franchise companies in the world, consuming over 150 products including hot and cold espresso drinks, fresh premium coffee beans, tea, cocoa, coffee related products We are offering to people. Gloria Jean's Coffees decides not only the coffee but also the position of their products with emphasis on quality and experience. There are only a few differences in the comparison of special drinks with other companies. The image of the Gloria gene coffee is one of the important elements of their success. The company recognizes that people not only come to drink coffee, but also approach the atmosphere. People enjoy socializing, reading, study, eating, and music while drinking coffee. By understanding this, Diedrich Coffee tries to make their store unique in some way, and it creates a vibrant shop atmosphere.