Gong Cha’s return to Singapore: Rebuilding a popular bubble tea franchise

Gong Cha’s return to Singapore: Rebuilding a popular bubble tea franchise

The case describes the relaunch of the popular bubble tea franchise Gong Cha in Singapore in December 2017. This was seven months after its 80 outlets were converted, within a week, into a new chain named LiHO TEA by the former Gong Cha franchisee. Kang Puay Seng, the new franchisee, had the advanta...

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Bibliographic Details
Main Authors: RAMASWAMI, Seshan, TAN, Josephine, LIM, Thomas
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2023
Subjects:
innovation
market segmentation
crisis management
employee empowerment
brand management
Environmental sustainability
Asian Studies
Marketing
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/441
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-23-BATCH%20%5BPDF-Pic%5D/SMU-23-0007%20%5BGong%20Cha%5D/SMU-23-0007%20%5BGong%20Cha%5D.pdf?CT=1689155582413&OR=ItemsView
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/441
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-23-BATCH%20%5BPDF-Pic%5D/SMU-23-0007%20%5BGong%20Cha%5D/SMU-23-0007%20%5BGong%20Cha%5D.pdf?CT=1689155582413&OR=ItemsView

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