Danes Coffee: Emerging in Chinese Market

[Danes Coffee; Emerging in Chinese Market]

Executive Summary
Danes Coffee is an Australian coffee brand and offers range of coffee products across the
Australian market. The company is receiving great popularity across Australian market because
of its highly satisfied Australian consumers. Therefore the company is aimed to extend their
coffee chains across the Chinese market. China is contained high population rate and the demand
related to food and beverage products is pretty high in this nation. It leads the coffee company to
extend their business chain across the Chinese market through product promotions. While
emerging in the new market it is quite important to indentify certain factors such as economical,
financial, social, environmental, and technological and etc.

Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Economical and Financial Environmental Analysis........................................................................5
Political and Legal Environmental Analysis...................................................................................6
Social and cultural Analysis............................................................................................................8
Technological Environment Analysis..............................................................................................9
Conclusion and Recommendation.................................................................................................10
Reference.......................................................................................................................................12
Appendix........................................................................................................................................15

Introduction
Danes Coffee is an Australian coffee specialized and offers range of coffees to their customers.
The company is gaining great popularity across Australian market and the customers are quite
satisfied with their product quality and offerings. The company holds an interesting history such
as Paul Jackson the founder of Danes Coffee used to be unsatisfied with the bitter test of coffee
and in 1994; he decided to make the test better. So he began his journey through a flavor crusade
with his small team. In this process they used to segmented coffee into certain key elements then
again reconstructed the each component. In the year o f 1999 the group added some extra flavors
in the crusade and made the Danes Specialty Coffee House. The company contains several
chains across the Australian Market. Its recent offering includes Kenya Ndiaini, Mocha Gold,
Viking, Decaf, and etc. The even provide training for those who seeks experiences in this field.
Therefore the company is intended to extend their coffee chains across the Chinese market. As
the country is contained high population rate and the demand related to food and beverage
products is pretty high in this nation. So the company is taking this as a positive hope for their
business expansion. Danes coffee is focused to exaggerate their products offerings through
including the Cappuccino into their product list. To make the Chinese customer aware the
company decided certain promotional activities. Therefore the assignment has discussed all the
opportunities and threats that could be faced by the company while emerging in the Chinese
market. The details of the market responds have been measured by the end of the Marketing
Manager.