THE GLOBAL ENTREPRENEURSHIP

Running head: GLOBAL ENTREPRENEURSHSIP
GLOBAL ENTREPRENEURSHSIP
Name of the Student:
Name of the University:
Author Note:

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Executive Summary
There are various problems which are being faced by a company when they target a new market
and try to enter it. In this assignment, the company Sweden is being taken into account. The
company is trying to enter into the Second Cup Coffee Co is being taken into account. The
company wants to enter into the Sweden market. The strategies and the methods that the
company must apply in order to enter the market will be discussed in the assignment.

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Table of Contents
Domestic Market Performance........................................................................................................3
Target Market..................................................................................................................................4
Marketing plan.................................................................................................................................5
Market entry Mode..........................................................................................................................6
Risk Assessment..............................................................................................................................7
Corporate social responsibility and strategy....................................................................................7
Export ability assessment................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Domestic Market Performance
Second cup Coffee Co. is also known as the second cup coffee and cie. It is a retailer of
the Canadian coffee and it tends to operate in more than 240 cafes around the world. tends to sell
beverages which are both hot and cold, pastries and packaged food items, sandwiches and drink
wares which tends to include both the mugs and the tumblers (Ács, Szerb & Autio, 2016). It
tends to have its franchise in the united states, Morocco, Saudi Arabia, Bahrain, Kuwait, Oman,
Qatar , Lebanon, Jordon, Poland and in various other places. The company was found in the
year 1975 by Tom Culligan and Frank O’Dea in Toronto, Ontario. The ceo of the company
between the year 2008 to 2014 Stacey Mowbrey was to enhance the growth of the company.
One of the major goal of the company was to acquire environmental as well as certifications of
fair trade for every blend of coffee (Ferreira, Fernandes & Ratten, 2017). The structure of the
organization is divided into two parts, which are the coffee bean production group and the
organization in itself. During the time of the harvest, the company acquires two processes of
which one is called the dry or unwashed and the second part is called wet and the washed (Ács et
al., 2015). The company offers about 10 whole leaf tea blends and herbal tisanes that are
certified as fair trade. The domestic strategy that the company is looking for is that the company
is that of the diversity. The company is changing its name and they are combining with coffee
brands, trying to change them into meta-branded dispensaries. The main goal of the company is
to provide the best to its customers. They believe in creativity and forming an individual form of
experience for the customers.

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Target Market
The company tends to expand its business in the country Sweden. It is a country which is
located in the northern part of Europe. It tends to have finland and Norway as its domestic
countries. The place has an estimated population of about 9.995 million since the year 2016 and
it has reached to about 10.715 million by the year 2022 (Hechavarria & Ingram, 2014)With huge
amount of population, it will help the company to attract a better number of audience and thus
have huge profits and success. The consumers are very much loyal towards their company. They
are highly influenced by the social media applications. Facebook is considered to be the most
used social media application. The company can use such advertising and attract the customers
towards them.
Political highlights- the political dimensions of the country Sweden helps in meeting virtually
all the contingencies. It tends to include the pensions, support to the unemployed which also
includes the benefits, training of the job, retarining and even the creation of the job (Kelley,
Singer & Herrington, 2015). It is therefore a platform where the company will not have to suffer
from any political problems and employees very smoothly.
Economic highlights- the economic condition is very much stable in the country which took
place after the reform. It is to be noted that the gross domestic product of Sweden per capita is
considered to the highest in the EU. It tends to have low inflation and healthy system of the
banking. Therefore, the company will suffer economically.
Business information – the strong finance of the public, the sound banking system, the stability
in the form of politics and economy which is very much well established makes the place very
much robust for starting a new business. Sweden tends to boast significant infrastructure

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through important public investments. Hence, the place is rightly selected for the company to
start its business
Marketing plan
In order to follow the marketing plan, the 4 P’s must be followed that is the product,
price, promotion and place.
A) Product- the products of the coffee will be sold in the market. However, along with the
coffee, several food items will also be available. However, it will be sold in a cheaper rate so that
more customers can buy it. However, the quality will not be compensated (Kshetri, 2014).
B) Price- penetration pricing strategy will be utilized for the purpose so that all he customers
can avail the products
C) Promotion- the promotion of the coffee company will be done through the social media
application and through the hoardings that tends to lie on the roads.
D) Place- coffee shop will be there near the market area so that many customers can come and
avail the product. Apart from this, it must near the college area so that the students can go and
have it during their breaks (Blanco-González, Díez-Martín & Prado-Román, 2015)
 Product or service analysis- the best quality coffee is being sold. The high quality of the
product also tends to increase the name of the brand. The location in which the shops
tends to lie also acts as an advantage for the company. The good quality product being
sold in a normal price attracts the new customers towards the product in itself.
 Product/service modifications- apart from snacks, the company should even sell food
items. Discount offers should be given to the students. When new type of coffee is being

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launched, free tasting of the coffee should be initiated. Apart from just having the coffee
in the café, the customers should even be allowed to take the coffee ingredients in their
respective homes (Minniti, 2013).
 Competitive analysis- the changing form of regulatory framework and the introduction of
the stricter regulations will tend to impose a significant threat to the company. The less
number of skilled labour in the market also acts a threat for the company. the enhancing
number of the direct and the indirect competitor’s in the market tends to affect the ability
of the organization to sustain and even expand the base of the customers.
Market entry Mode
The market entry mode that will be utilized for the purpose is direct export.
 The direct exporting will help to have a better knowledge of the market. It will even help
to have full control of the product. It tends to have significant after sales service.
However, it requires more time, energy and money. It requires more people for the
cultivation of the customer base. The company tends to be responsible for whatever
happens (Kakouris & Georgiadis, 2016)
 The customers can buy the product through their own self service and 2 to 3 service
employees can also be there for the purpose of help.one employee is significant for the
after sales support of the company.
 The company must sign the trade and promotion policy of the Swede. According to the
policy, the Sweden must be popularized abroad. The company must sell items or products
especially according to the culture of the Sweden so that the name of the Sweden gets
popularized.

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Risk Assessment
The risks in entering the target market are as follows
 Country risk- the various political issues and economic depression of the country tends to
affect the company. The several agreements which the company has signed with the other
countries acts as the country risk. The company can make agreement with the
government and run privately
 Market risk- the various number of competitors in the market forces the company to
come up with new innovations. It ultimately lessens the rate of the profits. The company
must be focus with its goals that is to satisfy the customers. New innovations must
constantly be created
 Product risk- there is risk of acceptance of the product in the market. Promotion must be
highly made
 Commercial risk- use of the modern technology tends to be one of the major reason for
the commercial risk. The company must use technology advanced techniques constantly.
 Barriers to market entry- the government policies and the start-up cost tends to be the
major barriers in entry market. Agreements must be made with the government and
accurate strategy must be applied in order to start up the business effectively.
 Barriers to market acceptance- the already renowned brands in the market is one of the
Corporate social responsibility and strategy
 Environmental concerns and trends- one of the major environmental concern of Sweden
isits pollution. So the company must make sure that it does not harm the nature.
 Human right issues- only the citizens of the Sweden tends to have the right to live and
work in the country so the employees must be taken from the country in itself

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 Unfair or corrupt business- the utilisation of the unfair practices of marketing in Sweden
can lead to the injunctions under the penalty or the fine. Therefore, the company must act
as per the business ethics.
 Health, safety and labor issues- the labourers are less talented. Programs must be initiated
in order to enhance their talent.
Export ability assessment
The product is presently in production and is being developed. The product is selling and
the market share is growing. The financing is in place to promote the product in the target
market. The management is very much committed in sustaining the effort of the export (Bosma
et al 2013). The form has a good track record of meeting the deadlines. The company tends to
have a competitive advantage over the other competition. In order to meet the target market, the
packaging has been adapted. The company tends to have resources and capacity to provide after
sales support. The company tends to have FOB and CIF price list for the product (Wu & Huarng,
2015) Primary and secondary market research has been conducted in order to visit the target
market. The promotional material is also available in the language of the target market
(Fitzsimons & O'Gorman, 2013) Engagement with the local firm is being initiated. The customs
hooker and the freight forwarder is also being hired.
Conclusion
The conclusion in which one can arrive is Sweden is the one of the best place for market
entry because of its stability in the market. On the other hand, the export of the product to the
market is also achievable. Thirdly, it won’t take difficulty in entering the market.

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However, certain recommendations are required in order to develop the target country
which are as follows:
 The competitors must be well be well analyzed
 The interest of the customers must be satisfied in order to maintain a consistency in the
base of the customer.
 The psychographics of the target market must be rightly analyzed.

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References
Ács, Z. J., Szerb, L., & Autio, E. (2016). Global entrepreneurship and development index
2015 (p. 1). Springer.
Ács, Zoltán J., László Szerb, and Erkko Autio. Global entrepreneurship and development index
2015. Springer, 2016.
Blanco-González, A., Díez-Martín, F., & Prado-Román, A. (2015). Entrepreneurship, global
competitiveness and legitimacy. In New challenges in entrepreneurship and
finance (pp. 57-69). Springer, Cham.
Bosma, N., Wennekers, S., Guerrero, M., Amorós, J. E., Martiarena, A., & Singer, S. (2013).
Global entrepreneurship monitor special report on entrepreneurial employee
activity.
Ferreira, J. J., Fernandes, C. I., & Ratten, V. (2017). Entrepreneurship, innovation and
competitiveness: what is the connection?. International Journal of Business and
Globalisation, 18(1), 73-95.
Fitzsimons, P., & O'Gorman, C. (2013). Entrepreneurship in Ireland 2012: global
entrepreneurship monitor (GEM).
Hechavarria, D. M., & Ingram, A. (2014). A review of the entrepreneurial ecosystem and the
entrepreneurial society in the United States: An exploration with the global
entrepreneurship monitor dataset. Journal of Business and Entrepreneurship, 26(1), 1-35.
Kakouris, A., & Georgiadis, P. (2016). Analysing entrepreneurship education: a bibliometric
survey pattern. Journal of global entrepreneurship research, 6(1), 6.

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Kelley, D., Singer, S., & Herrington, M. (2015). 2016 global report. GEM Global
Entrepreneurship Monitor, Babson College, Universidad del Desarrollo, Universiti Tun
Abdul Razak, Tecnológico de Monterrey, International Council for Small Business
(ICSB), Wellesley, MA.
Kshetri, N. (2014). Global entrepreneurship: environment and strategy. Routledge.
Minniti, M. (2013). The dynamics of entrepreneurship: Evidence from global entrepreneurship
monitor data. OUP Oxford.
Wu, C. W., & Huarng, K. H. (2015). Global entrepreneurship and innovation in management.