With the progression in economics, a large number of local tea store owners in Taiwan have started to build up their own brand names as beverage chain companies. Due to the domestic market in Taiwan is small, it has became a trend to expand business into the international market. In recent years, Taiwan's government has been promoting traditional Taiwanese foods overseas, tea beverages is one of them and the consumption is gradually growing. Some beverage chain companies in Taiwan have started to set up management of their franchises overseas, in the hopes of increasing their chances to expand successfully into the international markets. For example: Chatime, Gong Cha, Coco and Sharetea.
Under globalization, the competitive environment in the beverage industry has changed drastically. In order to develop successfully in the international market, resembling the market entry strategy is the key facor while maintaining a profitable performance.
There are a lot of the international strategies for different cases in every situation. Therefore, this case study which selected is a local chain company and is listed as OTC enterprises. This enterprise should have a large business in international market already, its international strategies are also more observable. A sufficient amount of applicable information for this research is expected. This research is looking forward to being the benchmark for other Taiwan beverage chain companies, which have been considering the expansion in the international markets of Europe and the U.S. in the future. In this case, "Chatime" is selected for study which is under La Kaffa International Company Limited.
