THE GLOBAL ENTREPRENEURSHIP

Running head: GLOBAL ENTREPRENEURSHSIP
GLOBAL ENTREPRENEURSHSIP
Name of the Student:
Name of the University:
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GLOBAL ENTREPRENEURSHIP1
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.

GLOBAL ENTREPRENEURSHIP2
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

GLOBAL ENTREPRENEURSHIP3
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.