International Business: Market Selection and Entry Strategies for CAFEPOD Coffee Co

INTERNATIONAL
BUSINESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of CAFEPOD coffee co..............................................................................................3
Recommending the country for internationalisation...................................................................4
Relevant models and strategies used for international market selection and entry strategies.....4
Barriers which are faced by the organisation for expanding internationally...............................7
Relevant implementation approach for the internationalisation process for the specified target 9
market..........................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Internationalisation is nowadays used by many companies for expanding its business world
wide or expanding its branches in various countries for earning more profits (Eduardsen, 2020).
Digital marketing has created globalisation and internationalisation easy due to which many
small organisation is expanding its business for earning more revenue. United Kingdom small
company name CAFEPOD coffee co is a independent business from South west London and
providing different variety of coffee for the customers this company wants to expand its business
in India because of increasing consumption of coffee nowadays. This report will cover brief
overview of the organisation and the rationale for going international and recommending the
country in which it has to expand. Further demonstrating application of relevant academic
theory/model related to the process of international market selection and strategies. Lastly the
barriers that will be faced by the company for expansion and evaluating relevant approach for the
internationalisation process for the specified target market.
MAIN BODY
Overview of CAFEPOD coffee co
CAFEPOD coffee co is and small organisation of United Kingdom which is serving its
coffee to its customers mainly in London and providing different quality and taste of brand
coffee to its customers. This company is established in 2011 and increasing its customers every
year and this company is owned by Peter Grainger and Brent Hadfield. This is a wholesaler
company of grocery and related products and every type of coffee like from Nespresso
compatible to ground coffee, whole beans, for its customers taste and preferences also providing
homer services to its customers to enjoy the coffee. Due to increasing competitions in the market
with same products and taste this company wants to expand its business for opening new
branches in other countries to enjoy the products deliver by this company internationally
(Kahiya, E.T., 2020). This CAFEPOD coffee co wants to internationalisation of its products. The
aim of this company is to maximise it sales for increasing profits and diversifying its business for
reducing the cost and increasing more number of customers with expansion of business and
gaining competitive advantage by improving the reputation.

Recommending the country for internationalisation
The best country in which it can expand its business is INDIA because it has less number
of coffee shops and huge population who has increasing taste towards coffee. By expanding its
business in India which has huge population and the trend of coffee is increasing in this country
(Vahlne, J.E., 2020). India has few number of this types of companies and its has great
advantage for the CAFEPOD coffee co to expand it its business here for producing more
products to generate more profits. Due increasing consumption of coffee In India this has great
advantage for the CAFEPOD coffee to expand its business there for earning huge amounts of
revenue because India has great diversity of peoples and has less competitions as compared to
other companies in United Kingdom. CAFEPOD has advantage of low operational cost and
sustainable progress and ease in doing the business for understanding of English by most of the
Indians for understanding the products. India has more population with world largest democracy
with more number of labour force which can be employed with less income due to high currency
value of United Kingdom. India has longer product lifespan and low currency rate which is
beneficial for the CAFEPOD coffee co to expand its business in this country and this is the best
way for internationalisation. CAFEPOD coffee co is a small successful business and for
expansion this is the best way for making it more global and successful by internationalisation in
India.
Relevant models and strategies used for international market selection and entry strategies
The CAFEPOD coffee co has to use various models and strategies for selecting the best
market which has more advantages and more positive outcomes and which leads to more
generation of profits.
Uppsala model
This is the model of internationalisation used by companies which is developed by
Professor Sune Carlson in 1977. This model used for deciding and selecting the market which is
best suited for the process of internationalisation or expansion of business in new market
(Qureshi, and et.al., 2020). This model states that first the company has to expand its business in
the nearby market and slowly with distant market so that every pros and cons can be studied and
identified easily. CAFEPOD coffee co uses this model for researching the market and gaining
full knowledge of the new market by investigating the market properly. The first things this