logo

Lavazza Coffee International Expansion Strategy

   

Added on  2020-05-16

18 Pages4350 Words248 Views
 | 
 | 
 | 
International businessLavazza coffee
Lavazza Coffee International Expansion Strategy_1

International business1Executive SummaryLavazza coffee is a renowned coffee brand which was founded in Italy in the year 1895 by Lavazza family. The organization blends different coffees imported from different parts of the world to suit a unique taste. This report throws light on the international expansion of Lavazza coffee. The considered markets include China and Australia. After immense macro and micro environmental analysis, Australia has been selected. This report highlights various possible entry strategies that can be used by Lavazza to cater to its Australian customers. Upon selecting the area, marketing mix analysis is conducted and strategies are recommended that will lead the company to success in Australia. Various strategies in terms of the company’s pricing and product definition have been defined in the report. Suggested promotional tools have also been focused upon.
Lavazza Coffee International Expansion Strategy_2

International business2ContentsExecutive Summary.....................................................................................................................................1Introduction.................................................................................................................................................1International expansion...............................................................................................................................2Potential markets.........................................................................................................................................2Australia..................................................................................................................................................3Political................................................................................................................................................3Economic.............................................................................................................................................3Social...................................................................................................................................................3Technological......................................................................................................................................3Legal....................................................................................................................................................4Environmental.....................................................................................................................................4China.......................................................................................................................................................4Political................................................................................................................................................4Economic.............................................................................................................................................4Social...................................................................................................................................................5Technological......................................................................................................................................5Legal....................................................................................................................................................5Environmental.....................................................................................................................................5Selected market...........................................................................................................................................6
Lavazza Coffee International Expansion Strategy_3

International business3General strategy – Global standardization...................................................................................................6Entry mode in Australia – Joint Venture.....................................................................................................7Local knowledge.....................................................................................................................................7Trust........................................................................................................................................................7Shared risks and costs..............................................................................................................................8Improved relationships and growing network..........................................................................................8Growth.....................................................................................................................................................8Promotional strategies.................................................................................................................................8Television advertising..............................................................................................................................9Joint venture advertising..........................................................................................................................9Social media marketing...........................................................................................................................9Digital marketing...................................................................................................................................10Challenges of starting a new business in Australia....................................................................................10Recommendations.....................................................................................................................................11Know about the market..........................................................................................................................11Pricing strategy......................................................................................................................................11Place......................................................................................................................................................11Promote well.........................................................................................................................................12Conclusion.................................................................................................................................................12References.................................................................................................................................................13
Lavazza Coffee International Expansion Strategy_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Starbucks Growth Strategy Analysis
|16
|3575
|37

Motives for Starbucks' Joint Venture in India
|6
|1614
|85

Franchising vs Joint Venture: Entry Mode Strategy for Dutch Bros in Australia
|5
|1101
|198

International Business Management Assessment 2022
|13
|4030
|35

THE BUSINESS MANAGEMENT
|16
|4099
|29

STARBUCKS 19 STARBUCKS Strategic Management in the Global Context [Starbucks]
|22
|5147
|342