Corelife Eatery: International Expansion to Melbourne, Australia

FINAL PROJECT
MILES STONE (1-4)
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Table of Contents
1. Abstract........................................................................................................................................3
2. Overview of the organization and reasons for going International.............................................3
3. Expansion country.......................................................................................................................4
4. Operative environment and the Critical Operational factors.......................................................4
5. Cultural Profile............................................................................................................................6
6. Communication Problem and Strategies to overcome them........................................................6
7. Organization Structure of CoreLife.............................................................................................7
8. Planned entry strategy for CoreLife............................................................................................8
9. Control issues in overseas operation and strategies to overcome them.......................................8
10. Staffing policy for top-level managers......................................................................................9
11. Leadership and motivational system:........................................................................................9
12, Concerns of the local community and host country and resolving issues:..............................10
References:....................................................................................................................................12
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1. Abstract
The present assignment deals with the assessment of Corelife Eatery which is a USA
based organization that specializes in offering fresh and healthy food to the customers. The brand
has focused on expanding its business to Melbourne, Australia. The assignment has developed
rationale for evaluating the significance for selecting the country. The multiculturalism in
Melbourne is the main reason for selecting this place for expansion. The assignment further
explored the operative environment in which the business would operate and the factors that
would create an influence on the business. Corelife Eatery has selected certain core values based
on which the organization would establish its relation with the community in the new business
environment. Furthermore, the study offered a culture profile of the local area in which the
business would operate. Corelife Eatery would recruit employees from both USA as well as
Australia to ensure that cultural diversity is maintained and the customers are served well. The
language differences are considered to be the main issue in this case. In this report, the strategies
are discussed that would help to overcome the communication differences within the
organization. A new organizational chart has been developed based on which the organization
would be set up in Melbourne, Australia. The entry strategy that has been selected in this case is
the franchising as it would help the organization to have complete control over the market. The
assignment also sheds light on the leadership and the motivational system that would encourage
the growth of Corelife Eatery in future. The staffing policies and the control issues are discussed.
Finally, concerns of the host community are explored and strategies for cooperative relationship
are developed.
2. Overview of the organization and reasons for going International
My organization is Corelife. Corelife Eatery first opened in May of 2015 in Syracuse,
New York. It was started up by a group of passionate individuals who have been in the food and
restaurant business for many years. Corelife is all about seeking out the best foods available and
preparing it on the spot for customers, not prepackaged, or frozen but fresh and healthy food in a
bowl when you ask for it. Presently, there are 52 locations throughout the US (11 States). The
hours of operation for all locations are from 11am-9pm, it is open 7 days a week early enough to
get your day started right and late enough to end it with something healthy (CoreLife Eatery is
Focused on Healthy, Active Lifestyles, 2019). All locations offer catering, free WiFi, on-site
parking, outdoor patio seating, on-line ordering and mobile app ordering. According to bizfluent
“companies go international because they want to grow or expand operations. More specific
motives include generating more revenue, competing for new sales, investment opportunities,
diversifying, reducing costs and recruiting new talent. Going international is a strategy that is
influenced by a variety of factors and is typically implemented over time. Sometimes,
governments will incentivize expansions into global markets.” (Kokemuller, 2018)
My reasons for going international are as follows:
 Healthy fast-food chains are a rapidly growing market
 Increase sales and Profitability
 Build the Corelife brand
 Offer employment to the locals where we build
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 Grow Corelifes’ customer base
 Affords travel opportunities to promote new locations
3. Expansion country
I choose Melbourne, Australia to be the international destination in which I believe
Corelife will thrive. I chose Melbourne for a few key reasons one of which is its rich multi-
cultural communities. According to Live in Melbourne Victoria Australia (2017) “Melbourne has
been repeatedly declared one the most livable cities in the world by The Economist’s livability
rankings, which surveys over 140 cities around the world”. I believe that a well populated and
diverse destination for a new Corelife will work best in Melbourne. We all know to live a healthy
life we must consume healthy foods and live an active life. In Australia, a male child born in
2014–2016 can expect to live to the age of 80.4 years and a female child would be expected to
live to 84.6 years (Australian Institute of Health and Welfare, 2018). People are living long in
Australia and I am sure it is not because they are eating unhealthy foods. Bringing Corelife to
Melbourne would be beneficial in many ways, making eating healthy for them a much easier
task, they can order to go, order to eat in, or get catering all with the click of a button.
Looking at a specific area in Melbourne VIC 3000, Australia there are 17 gyms according
to Google maps (2019), I would choose to bring Corelife to this area and offer the Australian
people good fresh, quality healthy foods. I also looked at other health food stores in Melbourne
VIC 3000, Australia and many had poor customer reviews (Live in Melbourne, 2017), Corelife
provides the best of fresh, healthy food and the best customer service possible, resulting in
excellent customer reviews. Melbourne would be an ideal place to expand.
4. Operative environment and the Critical Operational factors
Many factors impact the decision to expandCorelife franchise, especially in the dynamic
environments that make up the Melbourne health food industry. Corelife will use a targeted
strategy when addressing the critical operational factors in this international start up (Fig. 1).
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