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Coffee Shop Internationalization Essay

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INTERNATIONALIZATION • INTRODUCTION: Since the internationalization occurred, the world’s business has made a huge evolution not only in the local country but also among the nations. Consequently, a lot of relevant business issues happened with the positive results as well as the negative outcomes. One of the foreign organizations which was failed to keep developing after running their company in Vietnam is New York Dessert (NYDC) coffee chain restaurant .This essay is going to demonstrate 3 essential relevant international attitudes including: ethnocentric, polycentric and geocentric theory before analyzing the NYDC business problems which implicated to the ethnocentric theory. Furthermore, a variety of solutions will be promoted to find …show more content…

Firstly, the company did not have enough information about Vietnamese people’s demand and habits. In fact, Vietnamese’s standard of living is still lower than lots of Asia countries. Hence, the costumers will lean on the café or restaurant with the most affordable prices compared to other chain restaurants. Due to a native consumer named Hoang Minh who lives in Ho Chi Minh City, at the beginning, people were attracted by the style and atmosphere of the coffee shop but it did not last for a long time since people tend to visit the normal chain restaurant such as: Phuc Long, The Coffee House, Urban Station, Trung Nguyen with the cheaper costs than the luxury places. Secondly, according to the article posted on VietnamNet Bridge (2016), at that time, Starbuck, which is the one of biggest brands in the world, also established company in Vietnam. Immediately, it became the most popular destination among the younger community. With such competitive market and the ethnocentric structure of the home company, New York Dessert Coffee had to stop their business activities in Vietnam. In summary, the failure of NYDC has an intimate relation with the ethnocentric theory, the foreign managers did not seriously care about the Vietnam’s economic context and market’s culture. Objectively, they run the abroad business with their own point of view without the knowledge of local business

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