Jun 21st, 2015
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American Sentinel University - Birmingham
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Case study: Levendary CafCourse: Global Enterprise and CompetitionIntroduction:Howard Leventhal, the founder of the Levendary Caf, had grown a small Denver soup, salad and sandwich restaurant into a $10 billion business in 32 years. In the quick casual restaurant segment, Levendary Caf was distinguished by two elements: wholesome soups, salads and sandwiches using high-quality ingredients and a commitment to service in a comfortable, friendly environment, as well as its willingness to take risk.In February 2011, Mia Foster was named as its new CEO. In spite of Fosters strong track record, analysts in Wall Street were till skeptical of her ability to build a multi-national brand due to her lack of previous international management experience. Moreover, Levendarys domestic business had become matured and was nearly tapped out, and it only had international business in Dubai, so that its recent entry into the fast-growing China market was closely watched. Mia Foster had to focus on the expansion in China market.Louis Chen was chosen by former CEO to enter China market first and had opened 23 restaurants. But Chen made many changes in menu and store decoration, which didnt follow the brand position. And he used non-GAAP numbers from China in financial reports, which bad been a potential risk. Whats the worse, Chen didnt make any future strategy to drive Levendarys expansion in China. So, Foster had to face many issues. How to protect the corpora

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