Hello! We are Team CuppaCoffeeBean and we are all avid coffee and tea drinkers. Our team consists of Edric Lin (Group Leader), Janine Teo, Joan Chang, John Tan, Laura Choo, Monica Lie and Moo Jin Park.

Why did we choose The Coffee Bean & Tea Leaf?

In Week 1, when Prof Willem Smit told us to brainstorm on our choice of brand, the first thing that came to our mind was Coffee Bean & Tea Leaf.

After doing more in-depth research, we found out that the market share for The Coffee Bean & Tea Leaf has been decreasing steadily from 16.8% in 2007 to 14.0% in 2010. This makes us more motivated to understand the underlying reasons behind its decrease in market share.

For this project, our team will take the role of brand managers. We intend to explore Coffee Bean & Tea Leaf by applying the step-by-step Strategic Brand Management (SBM) process that we learnt in class. This would eventually shape our recommendations for how The Coffee Bean & Tea Leaf can eventually occupy a distinct and valued place in customers’ minds.

Yours Sincerely,

Team CuppaCoffeeBean

P.s. We hope to spread the love of Coffee Bean & Tea Leaf to you too!

Meet Team CuppaCoffeeBean

(and check out our favourite CBTL drinks!)


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