International Business Project 2022

Running head: INTERNATIONAL BUSINESS
International Business
Name of student
Name of University
Author note

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INTERNATIONAL BUSINESS
Table of Contents
Company description.................................................................................................................3
Product or service factors...........................................................................................................3
Environmental factors................................................................................................................3
Business strategies.....................................................................................................................4
Financial planning......................................................................................................................5
Management considerations.......................................................................................................6
Ways group going to complete the project................................................................................6
Anticipated difficulties and Solutions to overcome the issues...................................................6
References..................................................................................................................................6

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INTERNATIONAL BUSINESS
Project brief
The project is prepared to discuss about the aspects of competing a project. The
assignment or project includes the company description, the product or service factors as well
as the environmental factors, which can affect the business functioning. It will also shed light
on the marketing mix strategies including product, price, place and promotion and how it has
contributed to the business functioning.
Company description
Ah Huat White Coffee is a major company specialised in the production of finest
coffee items, which has catered to the needs of people all over Malaysia. The coffee items
have been prepared from freshly roasted coffee beans, which has helped in the production of
premium coffee based items and is also specialised in the wholesaling, distribution, training
and providing necessary services and support to the individuals working at the coffee shop
too. It is a retail business and it holds a partnership legal structure1. Moreover, the mission
statement represents the company’s focus on becoming the number one coffee company in
Malaysia.
Product or service factors
The demand for coffee consumption was quite high but at present, the consumption of
coffee has been on the lower side in spite of the growing demands for coffee consumption
among the young consumers in Malaysia2. The rich flavoured coffee has a strong aroma and
1 Davcik, Nebojsa S., and Piyush Sharma. "Impact of product differentiation, marketing investments
and brand equity on pricing strategies." European Journal of Marketing (2015).
2 David, Fred, and Forest R. David. Strategic management: A competitive advantage approach,
concepts and cases. Pearson–Prentice Hall, 2016.

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INTERNATIONAL BUSINESS
blending with the foamy taste has somewhat helped in delivering great taste and increased the
quality of coffee items largely too3. Thus, the customer profile comprise of those young
individuals who love coffee products and prefer rich aromatic taste blended with flavours that
could enrich their coffee consuming experience largely. The competition is quite intense and
thus the company might face some issues while competing with its rivalries in business4.
Environmental factors
The host country business climate is good, which allows the company to utilise its
strengths properly. Based on the SWOT analysis, the company’s strengths include good
quality coffee items, positive brand equity, great and effective promotional campaigns,
diversity management in terms of coffee tastes along with excellent promotional campaigns
too, which has brought good economies of scale5. The weaknesses include high competition
in the market, changing behaviours of consumers due to health consciousness while the
opportunities of Ah Huat White Coffee are to manage tie ups or start business partnerships to
gain bigger market share while at the same time, the growth in public income has helped in
increasing the customer base for Ah Huat White Coffee. The threats could be associated with
the emergence of new entrants, substitute products, rivalries and poor supplies6.
3 Verbeke, Alain. International business strategy. Cambridge University Press, 2013.
4 Cavusgil, S. Tamer, Gary Knight, John R. Riesenberger, Hussain G. Rammal, and Elizabeth
L. Rose. International business. Pearson Australia, 2014.
5 Clarke, James E., Rick Tamaschke, and Peter W. Liesch. "International experience in
international business research: A conceptualization and exploration of key themes."
International Journal of Management Reviews 15, no. 3 (2013): 265-279.