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Gloria Jean's Coffee in Malaysia

Asmat-Nizam Abdul-Talib (The College of Business, University Utara of Malaysia, Sintok, Malaysia)
Samshul-Amry Abdul-Latif (The College of Business, University Utara of Malaysia, Sintok, Malaysia)
Norhayati Zakaria (The Faculty of Business and Management, University of Wollongong, Dubai, United Arab Emirates and at the College of Business, University Utara of Malaysia, Sintok, Malaysia)

Publication date: 1 January 2011


Subject area

Franchise, strategic management, food and beverages, Malaysia.

Student level/applicability

First year undergraduate students of management courses.

Case overview

This case study explores the strategies employed by franchisor Gloria Jean's Coffees (GJC) in reestablishing its market presence in the Malaysian coffee market. GJC recently underwent an exchange of ownership. Under the new leadership, the company decided to appoint a new strategic master franchisee in Malaysia to see a section of its expansion plan in the ASEAN region reestablished. The selection of a suitable and well-connected master franchisee is very important for reestablishing presence and brand name development. The deteriorating position of GJC's brand name in Malaysia prior to the appointment of a new master franchisee created a unique situation requiring an in-depth evaluation and examination of unseen but highly related critical factors. In-depth and “behind-the-scene” examination on efforts made through the implementation of business and marketing strategies to reestablish its brand and presence in Malaysia; given demanding market challenges and intense competitions.

Expected learning outcomes

After carrying out this exercise, students are expected to be able to: understand how business start up grows in foreign markets; identify the basic issues of international franchising and how the system works; analyze the various factors of considerations prior to internationalization; and evaluate strategies undertaken by company in establishing its market in foreign countries.

Supplementary materials

Teaching note.



Information on Tai Thong Resources Berhad's prior involvement with GJC was obtained from Encik Suhaimi Bakar formerly TTRB's employee responsible in assisting on the development of GJC. He is now an employee of MyFranshise. Information on PNS and the government's role on GJC and franchise industry, respectively, were obtained from Encik Shahrul Azlan Zulkifli (former CEO of MyFranchise) and Encik Fauzi Awang (current CEO of MyFranchise). All information for items 1 and 2 were obtained through telephone interviews on 18 and 19 August 2010, respectively.


Abdul-Talib, A.-N., Abdul-Latif, S.-A. and Zakaria, N. (2011), "Gloria Jean's Coffee in Malaysia", , Vol. 1 No. 1.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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