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GLOBAL MARKETING MANAGEMENT
1. Introduction and background of product and country of choice
Danes Coffee is a specialty coffee producer in Australia. Founded in 1994 by Paul
Jackson, who did not like the taste of the existing coffees, took up the challenge of creating a
new coffee blend, with a very distinct flavor, Danes coffee made the entry to the beverage
industry of Australia and has been able to create a niche market for itself. In the Danes coffee,
each of the components of the coffee are broken down and then reconstructed to create exotic
flavors of the coffee, which makes Danes coffee different in the market. It has one direct café in
Brookvale, NSW and it supplies its blends to multiple cafes and hospitals across NSW and one
café in Queensland (Danes.com.au, 2019). As mentioned in the report by Beanscenemag.com.au
(2018), the target market for Danes includes the coffee lovers who prefer to explore new and
experimental exotic coffee flavors and enjoy the art and science of coffee, and the targeting
strategy is also designed accordingly. It offers specialty coffee in multiple new and exclusive
flavors, with and without milk, such as, Kenya Ndiaini, Guatemala Finca Anonal, Kenya
Gakundu, Ethiopia Abaya, Black Velvet, Ascension Blend, Viking, Caramba, Mocha Gold,
Caribbean 100% Organic, Four Elements, and Decaf (Danes.com.au, 2019), among which some
flavors have won international awards. Danes Specialty Coffee has been crowned a champion
Australian roaster for the first time in 2018 in the Australian International Coffee Awards
(AICA). Danes Coffee also won the award for Champion Cold Brew for the flavor, Ethiopia
Kochere and won Champion Milk Based Coffee for Mocha Gold (Danes.com.au, 2019). Danes
is also focusing on sustainability by taking initiatives, such as, they are encouraging the
consumers to purchase the Danes KeepCups to reduce the waste of paper cups and for every
purchase of KeepCups, they are giving three refills free (Infusiononclarence.com.au, 2018).
Along with that, Danes Specialty Coffee Institute (DSCI) was established by Danes to provide

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Opportunities and Threats for Danes Coffee in the UK

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