Opportunity in Brazil for Coffee Plant Cafe products and background to chosen company

This assignment explores the opportunity in Brazil for Coffee Plant Cafe products and provides background information about the chosen company. It discusses the competitive landscape in Brazil and the international marketing strategy for strategic expansion. The assignment also highlights the link between PESTLE analysis and global marketing tactics.

GLOBAL MARKETING AND
SALES DEVELOPMENT608198322
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Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
1- Opportunity in Brazil for Coffee Plant Cafe products and background to chosen company
................................................................................................................................................2
2- Overview of competitive landscape for Coffee plant cafe offering in Brazil....................3
3- International marketing strategy and developing strategic expansion...............................5
4- Linked between PESTLE and global marketing tactic......................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Global marketing & sales development are key elements of success and excellent growth
of a business. International marketing can be defined as procedure of adjusting promotion tactics
of companies to adapt to situations of other nations. While sales development is a process that
concentrate on early phases of sales cycle. It includes prospecting, consumers’ research and
initial engagement. The current assignment will be based on Coffee Plant Cafe, which falls under
category of small medium size firms in the United Kingdom. This study will justify opportunity
in chosen nation for selected company product or service. It will define organizational
background and overview of competitive landscape for firm serving in Brazil. Furthermore, this
report will explain design and development of international marketing strategy and will also
clarify product and changes to permit entry & market establishment. This assignment will
describe global marketing tactic and PESTLE analysis link to explain choices and decisions of
firm.
MAIN BODY
1- Opportunity in Brazil for Coffee Plant Cafe products and background to chosen company
Brazil is one of the most widely growing international country withholding great business
expansion opportunities where there are varied new business scope coming on, also for
developing best marketing practices and new scale innovation it is one of the best country. The
Coffee plant holds best expansion scope within international domains by expansion into Brazil
and forming new informative business goals within vision oriented scale efficacy profoundly. It
can be more profoundly analysed that SME aims for global expansion and new scale products
development where Brazil holds wide business growth efficacy within future performance goals
informatively. There is wide competitive landscape and large consumers targets within business
development metrics, for profound work growth synergy which has been identified as one of the
best functional metric. Coffee plant is one of the fast growing cafe within London, offering best
food services to all customers coming in from all age backgrounds and having best comfortable
decor within furniture. The future business plans to operate and expand in Brazil with its
business idea of organic coffee and vegan food options will be highly strong as people are
looking for great healthy options.
Coffee plant has been also focusing to bring on new products and meals under cafe, as
per competitive customers preferences and also raising varied new innovations among business
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horizons within varied aspects. The coffee plant also aims to introduce various new vegan food
options among customers where it plans to expand on competitive landscape for recognizing
future work growth opportunities and also productively build new scenarios informatively.
International marketing strategies enable to enhance competitive domains of stronger wok
growth efficacy, reach larger consumers targets and also work on new scale innovation
paradigms further for profitable and goodwill targets. Coffee Plant also brings on new
competitive price strategies, promotion strategies within business horizons and also primitively
form keen working synergy for higher scale determinants to functionally be operative (Wright,
2020).
It can be also analysed that Brazil has been competitively growing on future horizons for
enlarged new scale business opportunities for start ups with its high tech innovation, technology
aspects and also new scale profound scope for entering new domains profoundly. Coffee plant
will be further focusing to expand in Brazil by analysing target consumers preferences, new scale
efficacy among business scale and keenly working on best quality strategies within products and
services. The competitive landscape also widely brings on new quest horizons and larger new
specific work growth aspects to enhance target work growth reach, larger determining demands
and also focusing to bring on higher scale diversity. The global international marketing offers
best scale expansion opportunities for companies as diversity among consumers can be
experienced with innovation and also widely focusing on untapped business scale efficacy
profoundly. Brazil has large scale young age population which shall be a great competitive factor
for enhanced business opportunities for Coffee plant to determine expansion and higher
leveraging new scale profound goals vividly. The cafe will also serving customers with the best
fresh healthy produce and organic food services, as Brazil climate is also best suitable for
organic coffee plantation widely (Onyusheva, 2020).
2- Overview of competitive landscape for Coffee plant cafe offering in Brazil
Competitive landscape is one of the best business analysis approaches that determines
indirect and direct competitors to assist understand mission, core values, vision, weaknesses,
niche market, mission and strengths of a company (Kronemeyer and et.al., 2020). This model is
use to help shape how Coffee plant Cafe go about finding its competitors while operating in
Brazil. There are different forms of competitive analysis frameworks available and usage in the
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world of business. Here, Porter five force concept can utilize in context of chosen SME in order
to identify competition level within new market.
Porter’s five force model-
This framework examines competitive market elements in sector where Coffee Plant cafe
wants to expand venture.
Bargaining power of suppliers-
Degree of this force is high because company is not much strong as compare to existing
firms in Food & beverage sector, Brazil. It has limited number of suppliers who provide organic
coffee beans as it affect new business expansion tactic of brand in negative manner and bring
challenge for its management to get success (Caldarelli, Gilio and Zilberman, 2019). It is one of
the biggest challenges for chosen company which it would overcome by choosing effective
method.
Bargaining power of consumers-
The degree of this element is high because presence to wide number of coffee maker or
SME cafe and substitute products within coffee sector of Brazil (Sachs and et.al., 2020). It is not
easy for Coffee plant Company to attract new consumers towards its vegan products and organic
coffee as it require hard work and a lot of efforts. The accessibility of alternative options give
buyer high power to conduct bargain act which would puts negative impact on business and
strategy success of chosen firm.
Threat of new entrance-
Extent of this force is also high because hurdle for market entry and business expansion
within Brazil Food and Beverage sector is low (Guimarães and et.al., 2018). Even barriers that
are accessible in sector are not much complex and they are effectively possible to reduce which
is the main reason for easy market entry in context of other brands. In order to enter into new
market place companies would not need to invest a lot in overall procedure because supply and
coffee shop could be begin at small degree with a small takeaway outlet.
Threat of substitute products or services-
Along with above forces this one would also impact Coffee plant Cafe strategy but in
negative manner, because of multiple substitutes accessibility within marketplace of Brazil
where chosen company want to operate. It can be analysed the number of substitutes such as tea,
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juices, apple cider vinegar etc. in sector is increasing which could posses threat to selected SME.
Tea is the main substitute of company product.
Competitive rivalry between existing companies-
Coffee Plant Cafe would face one of the biggest challenges while operating in Brazil and
that is intense competition due to existence of different competitive rivals such as Coffee Lab,
Sofa Cafe, Beluga Cafe etc. who are able to provide tasty food and beverages items to customers.
All these coffee outlets are competing in coffee sector in effective manner and are globally
accepted with enormous financial strength. Because of their presence and efforts competition
level within overall industry has increased which impact negatively upon Coffee Plant cafe.
(Wright, 2020).
3- International marketing strategy and developing strategic expansion
The international marketing strategies are highly essential aspect for enlarge functional
development within products development and new scale profound work growth within products,
pricing structures and promotional strategies. Coffee plant will be further focusing to build
organic coffee and vegan food choices for consumers where strategies can be discussed as
follows:
Marketing strategies shall be directly shown new scale innovation profoundly for
keeping up higher scale customers targets at frame and also to identify wider domains strategic
keen goal promoting profound diverse efficacy scenarios on untapped market areas. There shall
be direct keen goal development within marketing strategies on which COFFEE Plant for
expansion into Brazil has varied scope.
International marketing strategy: Franchising is one of the best strategic international
franchising aspect that will be use to expand in Brazil for effective expansion and supply of best
cafe services with aim of revenue targets and involves low risk, huge potential for scaling
capabilities. It can be analysed that Franchising will be done to evolve on new metrics of
functional domains, higher strategic expansion and further goal formulation for keeping up keen
work targets widely. Coffee plant shall competitively enable to frame higher informative
presence among Brazil which will form wider new business reach informatively, to develop
strategic development through which keen targets shall be build (Maggiori,2017)
Product development and modifications: Coffee plant aim to introduce organic healthy
vegan food and beverages choices among consumers, with best quality and also productive usage
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of farm resourced ingredients which will be one of the key strength. As Brazil climate is widely
favourable for further growing and plantation of organic food choices there is also varied
advanced market structure opportunities for Coffee plant cafe. The modifications will be done on
basis of product services where people can not only enjoy fresh food, sit at serene comfortable
outdoors as well as indoors within cafe but also have take way meals services. Also the online
ordering of food will enable to be competent, advanced and also productively focused on
bringing new strength within business oriented efficacy. It will enable consumers to customise
their services and products to be best consumer oriented within longer run and informatively
enhance goodwill (Martin and Javalgi, 2016).
Pricing decisions: The most effective pricing strategy shall be informatively formed for
indentifying new strength within pricing positions and segmented market reach among
consumers and also productively focusing on new competitive pricing strategies. Value based
pricing strategy shall be adopted by coffee plant for developing international expansion in Brazil
where wide focus is on serving customers with best quality and valuable experience. It can be
also analysed that pricing decisions will enable capabilities to be enhanced among cafe work
growth domains and also focus on enlarged paradigms for stronger vision oriented dimensions. It
will also enable to form long time frame innovation and strategic competitive market reach
among work domains, for enhanced functional efficacy profoundly for leveraging higher creative
structural operations. The pricing will be done strategically keeping in mind consumers
preferences and enlarged functional attributes where it will also focus on competitors pricing
strategies for wider profit goals in future. The pricing factors will also evolve fundamentally on
diversity within business scenarios to bring on keen growth domains actively developed among
keen horizons, also leverage competent metrics widely (Madura, 2020).
Promotional efforts: The promotion efforts will be strategically done by focusing to
leverage usage of social media marketing and new advanced competitive reach among promotion
efforts which enhances consumers target reach widely. Coffee plant will be using Facebook,
Instagram and YouTube to connect with larger target consumers and also promote new scale
advanced strategies for competitive business profoundly. The promotional efforts hall be widely
focused to bring on new scale innovation among products marketing within consumers and also
new advanced competitive parameters for larger scale diversity and formational aspects among
work growth targets. Promotion efforts will be done based on aim for bringing vegan organic
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food services , for focused work growth synergy within target consumers and also to primitively
focus on wok domains on which informative targets are formed (Laverie, Humphrey and Bolton,
2018).
Supply chain and product distribution: The supply chain will be developed based on
wider scope functionally expanded among dynamic market structure avenues, use fresh local
supplies from organic farms and also evolve diversely among work domains. Coffee plant shall
also focus productively on being competitively using resources from Brazil, also expanding on
all areas of commercial arenas for keeping up new informative goals impact fully. The suppliers
will be based on local reach among consumers oriented services efficacy for pertaining higher
informative goals efficacy profoundly, keenly bring on strategic consumers market profitability.
Supply chain product distribution shall enable business to be yielded on new strengthening
horizons, using best innovation technical factors and also conducting wider scope goals for larger
new domains to enrich larger scope developed efficacy. There shall be also keenly development
within determining new scope metrics for larger scale competitive scenarios performance
parameters, also to enhance business metrics imperatively on determined pace functionally. As
Brazil has best supply chain innovative technology it will enable competencies to develop
strategically where Coffee plant will be able to yield informative yielding strength (Hudson,
Huang, and Madden, 2016).
Key challenges in expansion: The work growth business expansion in business
challenges have high importance for analysing within fundamental scope for enlarged business
goals development where Coffee Plant can form informative goals profoundly. There is
challenge of international language barrier, formative essentiality within establishing consumer’s
market approach and also wide large investments that is undergone. Coffee plant will also face
have to focus on strategic vision development within expansion in Brazil by competitive
development analysis and use external factors analysis to promote informative goals
development profoundly. There is wide challenge to form strategic vision and implementation of
training among employees with new strategies on which large scale innovations shall be done.
International marketing also comes with challenges of various new competitors and already
established goodwill attained companies, where strategic vision have to be planned for
developing determining horizons and setting benchmarks. Business scale innovation requires
higher scale profound capital investments, new developed efficacy within consumers oriented
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efficacy and also to promote best scale service and products widely essential for diverse market
reach (Zucchella and Magnani, 2016). There is also challenge of establishing new scale profound
competitive market scenarios for wider communicative business efficacy goals, on which coffee
plant has varied scope and challenging situations such as varied economic and political
parameters to be analysed (Miao and et.al 2020).
4- Linked between PESTLE and global marketing tactic
Political factor-
Changes in tax rate, trade restriction, political stability or instability etc. are included in
list of political factors that impact current activities and tactics of companies. In case of Coffee
plant Cafe, trade restriction and changes in trading policies of government put negative impact
on business expansion as well as international marketing tactic of chose company as it lead to
decrease operational efficiency and bring challenge in process of trading, it also impact decision
making procedure of company base on trading act. To overcome this negative impact firm need
to take right action and chosen appropriate strategy.
Economic factor-
Unemployment rate, growing incomes, inflation and currency exchange rate are
economic factors that affect existing plans, practices and activities of businesses (Triaca and
et.al., 2020). In context of Coffee Plant Cafe, high unemployment rate in Brazil one of the
biggest opportunities that can put positive impact on global marketing strategy and business
expand tactic of firm. It leads to raise excellent chance which company could grab in form of
hiring new applicants who can develop effective & influencing marketing content and able to use
the latest digital marketing platforms.
Social factor-
Market trends, change in buyer preferences and health concerns are included in this
category of element. In recent time, there has seen many changes in consumers’ preferences and
needs, instead of eating non-vegan items people are more conscious about considering vegan
food products. It put positive impact on international marketing strategy of Coffee Plant Cafe
because it plans to promote vegan food goods and organic coffee in Brazil that helps to gain
attention of new buyers, which in return increase profits margin and productivity level of firm.
Technology factor-
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Development of digital marketing platforms and channels put positive impact on global
marketing plans and strategies of Coffee Plant cafe and its venture expansion tactic as well. For
example, with the digital marketing sources firm could develop influencing marketing plan and
strategy which it could use to promote vegan food products and organic coffee in new market
effectively and successfully. Social media and Video marketing are the best sources where
company can advertise it goods in ethical manner as it also help to reach at target market.
Legal factor-
Laws and regulations related to food standards and services put positive impact on
chosen SME because by following all legal compliance and considering rules firm enter into
Brazil where it serves organic coffee and vegan food items to customers. It affect positively in
term of protecting its venture from all legal issues and strengthen company to conduct its
marketing affords in systematic manner, which is actually very essential to do. Without
recognizing and implementing food standards rules within current practices, organization would
not be able to sustain for longer within market place.
Environmental factor-
Government and consumers concerns in context of carbon foot print reduction could put
positive impact on Coffee Plant Cafe as it drive attention of its management towards conducting
CSR practices which is quite beneficial in term of promotion. By reducing carbon foot print
company can build good business image in Brazil as it help to promote venture and attract new
customers towards vegan food items and organic coffee.
Linked between above concept and international marketing tactic-
PESTLE and global marketing strategy of Coffee Plant cafe are connected because all the
factors that have been discussed about directly impact current business practice and activities in
which marketing tactic is the one. It drives focus of management towards considering barriers
and opportunities which firm could gain by choosing suitable approaches or techniques.
CONCLUSION
By summing up above discussion, it has been concluded that Coffee Plant cafe by
expanding its business within Brazil has obtained several benefits in term of increasing profits
margin, productivity and performance level. It has been identified that organization has gained
further and current business growth opportunities while operating venture within new market
place. Furthermore, it has been analysed that by offering vegan food items and organic coffee to
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customers in Brazil, organization has increased its consumer base even better and successfully
implement international marketing tactic. By applying this strategy firm has obtained its desire
outcome in form of gaining competitive benefits and giving tough competition to existing
business rivals has operated in Brazil. Moreover, it has been determined that by setting
appropriate price and using effective marketing tools, company reach at global market. By taking
right decision and utilizing approaches organization has overcome negative impacts in
systematic manner.
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REFERENCES
Book and Journals
Caldarelli, C. E., Gilio, L. and Zilberman, D., 2019. The Coffee Market in Brazil: challenges and
policy guidelines. Revista de Economia. 39(69).
Guimarães, E.R and et.al., 2018. Competitive pressures on the artisan coffee roaster segment in
the state of Minas Gerais, Brazil: a multi-case study.
Hudson, S., Huang, L., and Madden, T.J ., 2016. The influence of social media interactions on
consumer–brand relationships: A three-country study of brand perceptions and marketing
behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Kronemeyer, L.L and et.al., 2020. Monitoring Competitors’ Innovation Activities: Analyzing the
Competitive Patent Landscape Based on Semantic Anchor Points. IEEE Transactions on
Engineering Management.
Laverie, D., Humphrey, W. H. and Bolton, D. E., 2018, May. Integrating Customer Journey
Mapping and Integrated Marketing Communications for Omnichannel and Digital
Marketing Education: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 205-206). Springer, Cham.
Madura, J., 2020. International financial management. Cengage Learning.
Maggiori, M., 2017. Financial intermediation, international risk sharing, and reserve
currencies. American Economic Review. 107(10). pp.3038-71.
Martin, S. L. and Javalgi, R. R. G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American
International new ventures. Journal of Business Research. 69(6). pp.2040-2051.
Meyer, K. and Peng, M. W., 2016. International business. Cengage Learning.
Miao, B., and et.al 2020, June. Design and Development of Two-level Deployed and Multi-level
Applied Electric Energy Substitution Effect Improvement and Business Expansion
Support Software. In Journal of Physics: Conference Series (Vol. 1574, No. 1, p.
012145). IOP Publishing.
Onyusheva, I. V., 2020. Exploring Foreign Market Entry Strategies as a Way of International
Business Expansion. Вестник университета «Туран». (1). pp.9-14.
Sachs, J.D and et.al., 2020. Executive Summary on Ensuring Economic Viability and
Sustainability of Coffee Production.
Triaca, L.M and et.al., 2020. Does greater unemployment make people thinner in Brazil?. Health
Economics. 29(10). pp.1279-1288.
Wright, R., 2020. International Business Expansion: The Roles of Affiliation and
Ownership. International Journal of Business, Economics and Management. 7(6).
pp.427-441.
Zucchella, A. and Magnani, G., 2016. International entrepreneurship: theoretical foundations
and practices. Springer
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