INTERNATIONAL STRATEGIC MARKETING

International Strategic Marketing

International Strategic Marketing

Introduction

Piacetto Espresso is a coffee company that was developed by Tchibo. This company is based in the United Kingdom. This coffee company aims to promote different varieties of coffee with a traditional Italian flavor and style of coffee. The coffee company not only deals with different types of coffee to consumers, but also deals in different coffee related products to the consumers and different coffee shops. A significant product of this company is the “bean to cup” coffee machine that is produced by Piacetto Espresso that is a valuable product of this company. These machines are a successful product of the coffee company and enable the company to generate reasonable revenue. Being the Head of International Marketing for a Piacetto Espresso, it is being planned to expand the business internationally. An effective plan for the strategic global marketing for this coffee company has to be developed. The plan will be discussing the environmental analysis of the selected country to expand the business in (Doole, 2005, pp. 28). Further, the product strategy mix will be discussed and the ways to promote the products of the company in the selected country will also be analyzed in this paper.

Market Selection

The phase of market selection is very important while planning to expand a business internationally. Market selection generally involves another country apart from the country of the origin of the selected organization. The country that has been selected to expand the business of Piacetto Espresso is India. There are various reasons on the basis of which India has been selected to expand the business and introducing the “bean to cup” coffee machines in the coffee market of India. A discussion on the salient features of the coffee industry of India is resented as follows that will help to justify the selection of India as a market to enter to expand the business.

It has been observed that currently, India is the sixth largest coffee producer in the world. It is also believed that a bulk of the coffee production in India is found to be in its Southern states, and a fact is also revealed that India is the region that engaged in the cultivation of coffee from the longest period of time. The figures relating to the cultivation and growing of coffee in India will justify further the potential of entering India to introduce the “bean to cup” coffee machines. It has been found that there are more than 1, 71,000 coffee farms in India that are spread over 900, 000 acres of trees of coffee (Giriappa, 1995, pp. 78).

It has also been observed that a huge amount of coffee has also been exported from India to various countries like Russia and Italy. This makes it clear that India is already involved in the international market relating to the coffee industry. Various local and international coffee shops are also operating in India that demonstrates the popularity and emergence of coffee in India especially in youngsters and ...