Market selection and entry strategy Presentation 2022

Danes coffee

Market selection and entry strategy
The best market selection for Danes coffee would
be Beijing. Danes coffee should select Beijing
because of the following reasons:
 Tourism is an important part of Beijing as it is the
capital of china and it is rich for heritages. In
2017 it received around 3.93 million tourist
attractions
 The consumer market is strong In Beijing, the
power of purchasing is high.
 The entry strategy best for Danes coffee would
be franchise strategy.

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

Competitive strategy
 Quality differentiation: Danes coffee should use unique
and different sources of products so that it does not
compete with the other coffee shops of china.
 Experience differentiation : Danes coffee should focus
on providing entertainment to the customers, by
providing good atmosphere, entertainment and theme
to the shop.
 Price differentiation: It is always seen that the lower
the price of basic coffee up the larger market it can
attract. Once the customers are attracted to the low
price of the coffees they won’t be able to distant from
the shop(Atwal & Williams, 2017).