– Address all of the questions below in your report.
– Submit a maximum of 5 pages (excluding references/appendix),
– Formatted in 1.5 spacing and 12-font Times New Roman
– You are encouraged to use external sources to support your arguments.
– For less recent cases, you are encouraged to base your comments on today’s realities.
Questions:
1. What are the benefits of franchising and how did Tang customize the Gong Cha brand to Singaporean preferences? How well had LiHO distinguished itself from Gong Cha?
2. What was the role of social media in developing the LiHO brand?
3. How should LiHO build its brand going forward? What are the challenges in taking LiHO abroad to other parts of Asia and the rest of the world?
