International Marketing Strategy Analysis of Coffee Island

International
Marketing Strategy
Analysis of Coffee
Island

Table of Contents
Introduction......................................................................................................................................1
Present topic and objectives of project country and company of choice and structure of report....1
Structure of the report.................................................................................................................2
Section 1 International Marketing Strategy Analysis......................................................................2
Marketing strategies....................................................................................................................2
Description of the current strategies of the selected enterprise and an assessment of their
relevance of these strategies for the 2010s......................................................................................2
Below are some of the current marketing strategies is discussed in relation to Coffee island:. .2
Section 2 Recommendations............................................................................................................6
Evaluation of the international marketing strategies employed and provide recommendations for
improvement....................................................................................................................................6
Conclusion and recommendations and report on lessons learnt......................................................6
Conclusion...................................................................................................................................6
Recommendations.......................................................................................................................6
References........................................................................................................................................8

Introduction
Global marketing can be defined as process that helps a business organisation in
promoting itself and it's products and services at international level (across the boundaries).
Primal aim for a business organisation for developing an international marketing strategy is to
enhance sales so that high revenue along with profit maximisation could effectively take place
(Aristizábal, Bustillo and Arthurs, 2016). On the other hand, it is also said that process in regards
to different elements like positioning, planning, creating and promotion of products are said to be
some of the crucial ones, which helps a firm in maintaining competitive advantages at
workplace. Including this, it is also said that big business organisations usually have offices
abroad for countries they market to. This is where internet, specifically plays a crucial role and
has changed the whole scenario of performing marketing or promotion of products and services,
where companies has targeted a huge audience from all over the world. Along with this, report is
going to be enclosed with number of effective international marketing strategies along with the
traditional ones in order to show the difference among them while considering the case of a
company named as Coffee Island, which is a coffee house of Greece and selling number of
coffee products to customers in all over the world.
Present topic and objectives of project country and company of choice and
structure of report
The topic that has been taken into consideration is “International Marketing Strategy
Analysis of Coffee Island” and the reason behind considering this is because international
marketing has been a hot topic over the years as it has helped many small companies to become
big one not only in United Kingdom but in other countries as well (DeWind, 2019).
Away with this, International marketing is said to be one of the crucial strategy, that
basically helps a company in interacting with customers in all over the world, whether it is a
small or big company. In present report, the firm that has been taken into consideration i.e.
Coffee Island. Basically, it is one of the largest European coffee house group, which has its
headquarter in Greece. Company was found in the year of 1999 and presently, the company is
having a chain, which directly offers customers with more than 62 varieties of coffee products.
On the other hand, recently company has decided to expand business within Melbourne,
Australia and taken it into consideration as a project country (Fujii, Yoshida and Sugimura,
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