Assignment on Market Selection and Entry Strategy

Running Head: DANES COFFEE 0
DANES COFFEE
System04121
5/25/2019

DANES COFFEE 1
Contents
Danes coffee introduction..........................................................................................................2
Slide 1: Market selection and entry strategy..............................................................................2
Entry strategy of Danes coffee...................................................................................................3
Slide 2: Competitive advantage strategy...................................................................................3
Slide 3: Pricing strategy:............................................................................................................4
Slide 4: Promotion strategy:.......................................................................................................4
Slide 5: Distribution strategy:....................................................................................................5
Slide 6: Recommendations.........................................................................................................5
Slide 7: Conclusion....................................................................................................................6
REFRENCES.............................................................................................................................7

DANES COFFEE 2
Danes coffee introduction
Danes speciality coffee is committed to sourcing, retailing, wholesaling and coffees;
this coffee shop focuses on building strong relationship with the people at both the ends of
the supply chain. This report discusses about the market selection and entry strategy,
competitive strategy, pricing, promotion and distribution strategy of Danes coffee (Baker,
2016).
Slide 1: Market selection and entry strategy
The best market selection for Danes coffee would be Beijing as it has a total area of
around 16,411 sq. Km and the total population is 21.7 million (Leonidou, Katsikeas, &
Morgan, 2013). Beijing would be perfect for expanding Danes coffee because of the
following reasons:
1. Tourism is an important part of Beijing, it is the capital of china and it is rich for
heritages. In 2017 it received around 3.93 million tourist attractions.
2. The consumer market is strong In Beijing, the power of purchasing is high, in the
terms of per capita income the income of the urban residents have increased by 9%
and the tourist have the Beijing one of the highest consumer markets in china (Kotler,
Bowen, Makens & Baloglu, 2017).
Composition of Per Capita Expenditure of Urban Households (%)
2017
Food, tobacco and liquor 19.8
Clothing 6.0
Household articles & services 6.5
Health care & medical services 7.7
Transportation & communications 13.4
Recreation, cultural & education 10.7
Source: Beijing Statistical Yearbook 2018