The Cheesecake Factory is planning to expand its business over the next five years in around five countries such as United Arab Emirates, Bahrain, Kuwait, the Kingdom of Saudi Arabia and Qatar in Middle East and North Africa, Europe, Russia and turkey (The Cheesecake Factory, 2011).
The country where the Cheesecake Factory can trade in is Europe. Europe market is expected to grow at an annual growth rate of 0.37% in 2008-2011. The top companies are expected to supply at rate of 23%. The largest market is Germany with total share of 25% (PR log, 2009).
The mission of the Cheesecake Factory is to create an environment where the satisfaction of their guest is their highest priority. The mission statement of the company would remain same for the company operating anywhere in the world (The Cheesecake Factory, 2011).
The company deals in with bakery products. They produce good quality of cheesecakes and involve a lot of innovation in their products (The Cheesecake Factory, 2011). The new product to be launched is the ‘Green Tea Cheesecake’. The company target market is people who love to have bakery products, dessert.The environment of the hotel is such which makes customers love the place and its offerings. It s target audience are consumers right from a kid to elders people. The US has always experienced a deficit in the bakery products. Its trade deficit was largely with Canada and Europe. The condition improved in 2002 where the import value stood at $685 millions (Payne, 2003, p.22). ...