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Trano Coffee is one of the world's largest speciality coffee retailers, with over 800 coffee shops in 25 countries. For years, Trano Coffee grew throughout the world, opening franchises at an impressive rate. However, during the economic downturn beginning in 2020, profits plunged. Customers complained that the company had lost its hip, local feel and had become more like a fast-food chain. Many coffee drinkers went in search of cheaper alternatives.
Propose FIVE (5) strategic objectives based on Laudon and Laudon (2012) on how Trano Coffee can improve their business.
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