The management team at Ground Control coffee roasters located in Tweed Heads have an internal decision to make regarding the expansion of their business. Currently, they pride themselves on sourcing excellent coffee beans and curating a coffee of excellence.They have a strong local and regional following, are noted coffee roasters and work with Northern Rivers Food Hub to promote local and sustainable food networks. They are a success.

However, the management team are now contemplating the possibility of expanding its business to an international market.The team are split in their desires regarding where to expand their brand, Malaysia or China.

Over the Christmas break - when the retail front of Ground Control was closed to all patrons, the business hosted a retreat for all employees to Malaysia and China.

During their time in Malaysia, some of the team identified a strong pull for Western comforts by mainly Australian tourists.They believe that the market is ripe for Australian coffee culture in Malaysia.

Others in the Ground Control team agree that Malaysia is a good option but argue that if expansion is to be in Asia, it should be in China which has a mature coffee culture and exploit that developed market.

Ground Control has approached your consultancy for information to assist them to decide:

1. If they are to expand into Asia, where should they concentrate on China or Malaysia? Use SWOT and Pestle
2. What are the pros and cons of each?
3. They are also interested if, during your research, you note any current promotion strategies that utilise technology (given their HQ will remain in Tweed Heads).

In short, they are looking for your consultancy to deliver a thoughtful penetration into Asia strategy.