The Espresso Lane To Global Markets Case Study Overview United States Germany

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1 The Espresso Lane To Global Markets Case Study Overview Illy, a recognized coffee producer is known by producing the world s finest coffee beans. The company founded in Trieste, Italy, promoted a new and unique blend to more than 140 countries, thousands of high-end restaurants and coffee houses. The company emphasizes in quality, innovative design, culture and business-to-business operations. Illy started its brand of coffee, however, later the company decided to expand its product lines to include espresso machines, cups and more. Furthermore, Espressamente was created, Illy s own franchised coffee bar. It has 200 locations in over 30 countries and has begun to expand to premium markets. The company s strategic plan from , stated that they wanted to be recognized as the only authentic Italian bar chain providing superior customer satisfaction to coffee lovers. The coffee industry has been blooming, amounting to US$70 billion each year since The coffee market has shown aggressive competition and has been highly saturated. Coffee sales around the world have been hurt by the decrease of disposable income and economic environment in different nations. In order for many coffee shops to survive, innovation and adaptation of products had to be made. Illy wants to expand the reach of Espressamente and in order to do this, the company needs an entry mode strategy for each market prospect. An analysis of the industry competitors and environmental/legal issues need to be address. United States Espressamente is going to face a lot of challenges in the United States market, due to the fact that competition is fierce. Starbucks being the largest competitor, offer more the coffee experience at a premium luxury than just plain coffee. Starbucks has decided to expand once again and for a company that has approximately 11,000 stores just in the US, it represents a large increase in concentration and therefore a bigger threat. MacDonald s McCafé core competencies are its market strategy, infrastructure, offering their service as a restaurant and low price. Since 2006 it decided to offer premium coffee to their clients and have outpaced many of other coffee chains. The projected market percentage change is just 4% and entering this market would require a lot of sunk costs in infrastructure, shipping and innovation. Therefore, we recommend not entering the United States market. Germany GDP per capita according to the case is US$37,900 and yearly coffee consumption in Germany is 6.50 Kilograms per capita, collocating the country as the largest consumer per capita. There is also a new trend in popularity for specialty coffee. Moreover, importing ILLY to the country is very convenient, with only being 736 km away from Rome, a 2-hour flight. Since Germany is a high-income country, large disposable income, low market dominance of large firms, ranked 3 rd in infrastructure and the existence of a sophisticated atmosphere of lifestyle, we recommend entering the Germany coffee market. However, Espressamente must penetrate the market with a massive marketing campaign to promote the brand since Tehibo possess 99% brand recognition and is the market leader of roasted coffee. The most appropriate mode of market entry would be direct franchising, because the company gets to enter the new market with little risk and investment. The franchise system is reliable. The franchisee gets the Espressamente proven brand, marketing exposure and management expertise to help it succeed.

2 Japan Espressamente should pursue joint venture to help the company navigate the country s local culture, as well as trends and norms. Pursuing this mode of market entry is very important, because Italy s market is very different to Japan s. A second approach would be a sequential franchising, because it would allow ILLY to have more control over Espressamente franchisee and regulate the operations of each franchise. We point out that adjusting to local taste is key in order to succeed in Japan s market and it needs to be done in a way to avoid losing the Espressamente vision. The main focus has to be premium transit, service partners and luxury stores. Brazil Brazil has the second largest consumer coffee market in the world and increasing interest in premium coffee and American-style coffee shops. Moreover, Starbucks has been very successful and projected relatively high (36%) market growth. In addition to that, the demand for higher coffee standards has increased as well as the consumption due to an expanding middle class that can afford higher prices (income per capita $47,717). Because Brazilians prefer Italianstyle espresso, there will be no need to educate potential Espressamente customers. Moreover, Illy s company data shows growth in sales from 51 thousands kg in 2008 to 66 thousands kg in 2011, and an increased volume in euros from 523, in 2008 to 1,051, in For the reasons above, we recommend that Illy enter the market. To better firm performance Espressamente can localize the products and keep high brand reputation. Since it is not easy to run the business in Brazil (the ease of doing business ranks 126 among 183 countries) and only 11% of franchises are foreign based. Illy should grow relationships with non-competing businesses; the company should implement sequential franchising and joint-venture partnerships with local companies. China The population of China is 1, 336, 718, 015 people with an urbanization percentage of 47% which is relatively high. The beverage industry in China is growing fast and the coffee consumption increasing at a compound annual average growth rate of 10.7%. Furthermore Starbucks opened 250 coffee shops and there is a potential market growth of 64%. According to the analysis, we recommend that Illy enter the market. Since Chinese tastes are different Illy should adapt its products. For example, coffee drinkers in China prefer to eat at the coffee shop and they don t like the bitter taste of black coffee. That is why the company should advertise their cappuccinos, lattes and mochas and offer food and desserts. Correspondingly, the company should place its coffee shops in urban fashion areas targeting young people and travelers. Since the franchising system is relatively difficult the company has to establish regional partners. India India is the second fastest growing economy in the world. The population of India is significant (1, 189, 172, 906 people) with a rising income and an emerging middle class. In additio, Indians have increased exposure to international lifestyles and global trends. According to the data, coffee consumption in the country has increased by 6% in five years and the number of gourmet coffee shops has grown.

3 Since the country has a potential market for high-end coffee we recommend the company to develop the market. We endorse dividing the country into different individual markets for expansion and making partnerships with other local businesses because of the bureaucracy. Since there is a strong interest in the Western culture, the company should promote its products as a unique Italian experience. UK The UK market shows a strong growth of coffee interest with the urbanization percentage of 80%. In addition to that, UK is one of the easiest places in Europe to start and run the business. Furthermore, the growth of branded coffee shops has been increased for the reason that coffee drinkers consider coffee shops as a social place. Because of the reasons above the competition among the brands is very aggressive. There are 842 franchise systems represented by franchise units in the UK. The population of the UK is relatively low and there is no room to enter the market. For these reasons we do not recommend Espressamente entering the market. Conclusion Given the analysis we have arrived at the following conclusions: Espressamente should enter the next markets: Germany: The franchise system is very reliable for the German market; Direct Franchising would work best because it would have minimum liability and low investment. Japan: Since the country s tastes are so different from Italian style preferences, Espressamente should pursue Joint Venture in this market. This way Espressamente will be able to navigate throughout the country s culture and understand the market. Brazil: The Company should implement Sequential Franchising and Joint venture partnership depending on the area; this will ease running the business. India: Since it is hard to run the business in India, we recommend Espressamente to establish partnership with local companies in order to thrive in a complex environment. China: Since the franchising system is relatively difficult for a country of this magnitude, we recommend establishing regional partnerships and as in Japan, the product needs to be localized. We do not recommend entering the following markets: UK: The competition in this market is very aggressive and there is really very little room to enter. United States: As in the UK, the US competitors are many and increasing at a rapid rate. Entering this market would result many sunk costs and investment in infrastructure; for these reasons we do not recommend this market. As mentioned before, Espressamente needs to localize its product according to local taste and preferences. Illy should promote Espressamente as a high-quality luxury brand and as a unique Italian experience. The coffee shops should be located in urban areas and target middle class and upper income customers. APPENDIX

4 ILLY SWOT -Great brand image -Quality/Premium product -Viewed as authentic -Centrally located business (Italy) -Already international -Growth in espresso culture -Growing coffee taste in developing countries -Global expansion -Premium prices -High-end product -Viewed as an Italian brand -Relies on urban customer base -Aggressive competition -Saturation -Recession/Economy -Decreasing disposable income in some nations -Difficult product differentiation SWOT Germany -Interest in espresso -Interest in specialty drinks -Ranked highly on ease of doing business -Established product in Germany -736 Kilometers away from Rome. A 2-hour flight. -Interest in fresh preparation of specialty coffee -Projected growth of 10.5% ( ) -15% Per-capital decline in consumption -High concentration -Aggressive competition -Low growth forecast SWOT Japan

5 -Coffee shops influence preferences -World s third largest coffee importer -Expected 5.4% compound growth through (2015) -Innovation of the product and its packaging seen as key to growth. -Adjust to local taste -Identification of the right business partners -Not good for franchising -Diminishing disposable income -6,138 Kilometers away, 13 hour flight. -Off Trade sales potential -Necessary innovation in terms of health, taste, addition of traditional ingredients. SWOT United States -Number 1 consumer (25% consumption of world s coffee) -Ranked 4/183 in ease of doing business -High disposable income -50% of Americans 18 and over drink coffee everyday. -Diverse demography -Cultural obsession -Growing perception of health benefits of coffee. - for development -Low potential for growth - 4,497 Kilometers away, Washington DC. A 9-hour flight. -High Saturation -High competition SWOT Brazil - 2 nd largest consumer market - Produce local coffee

6 - Rising coffee consumption - Interest in premium coffee - Growth of Middle class - Urbanization 87% - for development -Italian-type coffee preferences - Hard to do business - Long flight -Transformational difficulties -Different cultural experience SWOT China - Fast growing coffee market/growth rate of 10.7% - Rising consumption - Big population with urbanization of 47% - Growth of Middle class - Interest in premium coffee - Adapt to local taste - Hard to run the business -Customers prefer to eat while drinking coffee - Customers do not like bitter taste of espresso -High competition -Difficult franchising system -Different cultural experience SWOT India - The 2 nd fastest economy in the world - Rising consumption -Interest in espresso -Interest in specialty drinks - Growing coffee market - Exposure of Western lifestyle - Interest in premium coffee - Growth of Middle class - Sixth largest producer of coffee in the world - Bureaucracy - Difficult franchising system - High competition among other coffee brands SWOT UK - Growing coffee market -High Saturation

7 - Growth of branded coffee shops - Interest in premium coffee - Rising consumption -Diverse demography -Cultural obsession - for development -Ability to secure premium locations at lower prices -Few restrictions to franchising -High competition Ansoff Growth Matrix: Market Penetration: USA, UK, Germany Market Development: India, Brazil Product Development: China, Japan

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