The paper “ Gloria Jeans Coffees - Selection of Thailand as the Trading Country, Vision, Marketing and Implementation Strategy of the Company in Thailand" is a thrilling example of a case study on marketing. Gloria jeans coffees, Australia has decided to export its products to Thailand for the execution of its business at the global level. The decision will help the company to achieve its mission and to promote the business as on a sustainable basis. The company has already executed its business on successful lines in Australia through the adoption of franchised strategy and the top executive has decided to introduce the products in Thailand on similar lines.
Both the governments that is the government of Australia and the government of Thailand has sufficient trade and marketing mechanism for the execution of the proposed business plan (1). The business plan has included the elements of exporting of the Gloria jeans coffees products from Australia to the importing country that is Thailand, licensing of the products of the company in Thailand with the concerned trade organizations and franchising the products through a chain of stores in all the major urban centers of the country for the sale of the products on profitable basis.
Moreover, the company has evaluated the concepts like joint ventures and acquisition of the proprietary rights of the products in the importing for the execution of the business plan. However, these concepts will be incorporated into the business plan for the expansion of the business and to secure profits as in favor of the company. All these steps will be implemented for the achievement of the desired objectives that is more revenues, more business, and more profits in favor of the business company (2). The business plan will be executed on the fundamental business strategy for the promotion of the cause of the company that is the utilization of all the inputs on the optimum basis and the sale of the products at the maximum prices for the generation of more profits in favor of the company.
Successful execution of the business strategy will provide a business model for its execution at the global level for the introduction of the products at the global levels. Selection of Thailand as the trading country: Gloria jeans coffees, Australia has selected Thailand as the external market for the sale of their products through their business operations.
Thailand has a total population of 60.6 million with a total GDP of $ 547.06 billion with a growth rate of 4-5% (2007). Thailand is an expanding economy and is considered a newly industrialized country in the South Asian region of the world. The country has geographic proximity to Australia with an ever-increasing tourist population of the multinational origin. The economy of Thailand has witnessed encouraging growth patterns and the products of the Gloria jeans coffees will have their widespread acceptance across the major urban centers of the country through their international standards and flavors. The country has the entire necessary infrastructure that is legal frameworks for the execution of the business through franchise mechanism, legal instruments for the start of business by the Gloria jeans coffees in Thailand and necessary skilled human resources for the promotion of the business on a sustainable basis.
Execution of the business by the company in Thailand will provide an opportunity for the expansion of the business at the global level for the generation of more revenues and therefore will ensure the sustainability of the company on a profitable basis (3).
Franchising will be a major business tool for the execution of the business plan by the company in Thailand as the method will provide a launching pad for the company in the Thailand market. Franchising as a business tool has already been adopted in Thailand by a number of international business organizations like McDonald's has executed its businesses on the franchised basis in the country and, therefore, Gloria jeans coffees, Australia will implement its business plan through franchising mechanisms in Thailand.