International Marketing Strategy Analysis of Coffee Island: A Report

This report provides an in-depth analysis of Coffee Island's international marketing strategies, focusing on their expansion into the Australian market. The report begins with an introduction to global marketing and the objectives of the project, including the structure of the report. Section 1 analyzes Coffee Island's current marketing strategies, such as social media, blogging, video tutorials, email marketing, and LinkedIn, assessing their relevance. It contrasts these with traditional methods like door-to-door marketing, pamphlet distribution, and telemarketing, highlighting the effectiveness of the new strategies. Section 2 offers recommendations for improvement. The report concludes with a summary of findings and recommendations for future strategies, emphasizing the importance of adapting marketing approaches for international success.

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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2016). The reason behind this is that, Australian people usually loves coffee and high number of
citizens of Melbourne, Australia specifically has raised number of chances for business company
to expand it's business (Gao and et. al., 2016).
Structure of the report
Specifically, the report is carrying a simple format, where all the information will start in
the introduction and then the current international marketing strategies that has been followed by
company. After that, proper recommendations along with the conclusion will be given to the
company in regards to gain competitive advantages within Australia.
Section 1 International Marketing Strategy Analysis
Marketing strategies
It refers to the method that allow companies to make effective planning in order to attain
goals with in a specified time period and gain competitive edge at marketplace. This strategies
helps organisation to reach to potential customers easily.
Description of the current strategies of the selected enterprise and an
assessment of their relevance of these strategies for the 2010s
Below are some of the current marketing strategies is discussed in relation to Coffee island:
Use of social media: In today's world, more than 80% people use social media apps such
as Facebook, YouTube, WhatsApp, Instagram and so on. The companies started promotion of
their products & services on social media in order to educate as well as aware customers about
their offerings. Using of social media helps companies to reach high number of customers at a
time which directly effects their sales & revenue. Social media plays crucial role in building
market position of a product as it help companies to attract large number of users and convert
their potential customers to real users (Gurtner, 2016). In context to Coffee island, the company
has a social media marketing who share all the information about company offerings on social
media. The manager uses different marketing strategies in order to gain attraction of people. This
assist Coffee island in increasing sales which n turn leads to profitability. On the other hand,
social media is one of the effective marketing strategy that used through organisations. Through
using the different social media channels like Facebook and twitter, Coffee shops can share the
content to enhance better brand reach in community of Australia. Under this, Coffee shops can
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advertise the promotions on different social media channels or leading websites by targeted
display ads. Coffee shops need to maintain the social media sties own while serves like
GoogleAds will helps in connect advertisement to customers on the basis of requirements
(Ingram and et. al., 2015).
Blogging: Nowadays, companies start to blog about its product. It is the new marketing
strategies that helps organisation to reach customers. Some of the companies do blogging by
itself or some companies promote its product through famous bloggers. As renowned bloggers
have large number of followers so it is easy as well as convenient for companies to reach
customers and aware customers about their existing and new products. The blog always be
effective and creates value for both the people and customer, then only the company increases its
sales and revenue. With reference to Coffee island, the company have a blog page on which they
post information, images, offers of the product so that they can attract the more customers. The
managers of Coffee island also uses celebrities or bloggers to blog about their product in order to
make reputation in the market. This will rise the level of probability of the company (Lasserre
2017).
Develop video tutorials: The new way of promoting the products is to put the videos or
ads on social media platforms such as YouTube, whatsapp. As YouTube is one of the topmost
search engine in the world. Whenever people want to see or learn something they directly prefer
YouTube. Putting advertisement on YouTube automatically increases sales of the company. The
reachability and visibility of YouTube is high which directly increase the number of customers.
With reference to Coffee island, the company put their video and advertisement on YouTube so
that they can make awareness about its product, offers to its customers as well as potential
customers. This will expand the customer base of Coffee island which in turn increases sales of
the company (Marescotti and Belletti, 2016).
Email: In order to do formal communication or engage customers for long time, Email is
the best communication media that assist companies in keeping their customers loyal. In addition
to this, this helps organisation to build strong relationships with its customers. The companies
can easily broadcast their messages or information to may customers with in small span of time.
In context to Coffee Island, the company take the email id or basic information of customers
after giving them good services. They make the data of these customers and send the the mails
on regular basis so that the brand should always be in the mind of customers. In addition to this,
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they sent mails to customer on occasions such as birthdays, Christmas and many more. This
helps company to satisfy customers and retain them for a longer period of time. It also increase
the number of loyal customers and thus increases revenue of Coffee island while expanding
business at Australia.
Use LinkedIn: The new way to market the products and offerings. LinkedIn profile help
in making strong connections with people for long term. People make their profiles attractive on
LinkedIn so that they can make good connections with different peoples. Posting an information
on LinkedIn connects company with large audiences. If the message that is posted is attractive
and different, it goes vital and automatically the sales increases. With reference to Coffee Island,
the managers have attractive profile on LinkedIn through which they can make relations with
other business people or with entrepreneurs. The company also have business page on LinkedIn
which is followed by people so if they put anything on their profile it becomes vital and thus
increases the sales of Coffee island within Australia after expanding business at Melbourne. This
may further leads to more market share and market reputation (Mighty, 2015).
From the above mentioned strategies, it has been analysed that managers of Coffee island
uses effective marketing strategies in order to promote and build awareness about the product.
This new marketing strategies allows companies to reach large audiences in a short time and earn
high profits while expanding business within Australia. Earlier the Coffee island uses marketing
strategies which is less effective and time consuming as compare to the new marketing
strategies. Some of the traditional strategies that company followed is described in detail below:
Door to Door marketing: it is basically face to face marketing. In earlier companies sent
sales people door to door in order to build awareness and promote products in the marketing.
Nowadays, people did not allow sales person to enter in their homes as they prefer mobiles or
social media to gain information. Sending sales person to directly communicate with people is
sometimes beneficial but it requires more time and money of both the consumer as well as sales
person. Companies now provide 24 hour services to customers this will increases satisfaction
level of customer's. In context to Coffee island, the manager stops using this traditional strategy
of marketing as it takes more time and money of the company. With this, the reachability of door
to door selling is less as compare to new marketing strategies (Mighty, 2017).
Distribution of pamphlets: one of the traditional marketing strategies which is used by
the companies in increasing sales. Earlier, the companies distribute the pamphlets in public in
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order to generate awareness in the market. The companies are able to reach limited number of
customers through this marketing strategy, it is a time consuming and cost effective process
which decreases the profitability level of companies. With reference to Coffee island, the
managers decided not to use and distribute pamphlets. Due to this, the cost of the company
declines and the profitability increases (Udayana, 2017).
Telemarketing: The companies uses to call the customers and tell them about the
offerings & products. As most the people did not find interested in listening and gradually cut the
calls. In addition to this, calling the customers is lengthy process as well as costly process which
directly affect the revenue of organisations. In context to Coffee island, the company use these
target strategy only to make coordination with customers. The managers of company uses new
tools of marketing such as email, twitter, Facebook and many more rather than spending time
and money in calling to their customers (Mighty, 2016).
It is concluded that new marketing strategies are more powerful and effective as compare
it to the traditional marketing strategies. The reachability of traditional marketing strategies is
less in contrary to new marketing strategies. This will assist companies to increase their level of
sales as well as profitability while expanding business within Australia.
Promotions and Advertisement- Under this, advertising and couple sales promotion from
time to time to enhance visit in to the new sites. Place the coupons in the magazines and local
newspapers weekly special. Under this, Coffee shops can use an advertisement to pronate any
events or the group meeting and submit information to community calenders in Australia.
Loyalty and Incentive Programs- For the Coffee shops, Loyalty programs are must.
They can be simple as the punch cards with promise of receiving each Nth cup of the free coffee.
It can be attractive to the daily basis coffee drinkers. In context to this, considering the incentive
programs to next level help in deal with competitors within Australia.
These all are the effective marketing strategies which help in connecting with people and
enhance sales. Among all the marketing strategies, Coffee Island use the Digital and social
media marketing strategies that use the its websites and different social media sites to connect
with people and provide information about its coffee (Orengo-Serra, 2015).
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Section 2 Recommendations
Evaluation of the international marketing strategies employed and provide
recommendations for improvement
International marketing strategies of Coffee Island, which has been adopted by them is
Digital and social media marketing strategy, which somewhere and somehow, helped this
company in meeting all the requirements of customers because firm become able to offer
detailed information to them. But, it is also recommended that Coffee Island would also require
to enhance the performance level of their own and of marketing department through developing
marketing partnerships with various agencies that already have the information in regards to
trends and needs of customers within Australia.
Conclusion and recommendations and report on lessons learnt
Conclusion
With the help of above mentioned report, it is recommended that for a business
organisation, dealing within the coffee industry and at the time of business expansion it is much
needed for the company to develop a much effective digital marketing strategy in order to target
the customers at international level. Including this, it is also summarised that for a company like
Coffee Island it is said that developing marketing partnerships with distinctive marketing
strategies would help firm in maintaining it's decorum in all over the world.
Recommendations
In present context, there are number of recommendations that are being given underneath:
 Another way to gain a new audience and extend brand awareness is by collaborating with
the top influencers in your industry. Coffee Island allowed "top designers and various
innovative bloggers to take over its Instagram account for a few days at a time." By
allowing these influencers to share inspirational content, Coffee Island was able to tap
into a new audience (Robinson and et. al., 2015).
 Another recommendation, which has been given to Coffee island is that marketing
partnerships. It is having a number of benefits to push a marketing campaign. For starters,
when you collaborate with someone else, you tend to deliver better content. On top of
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that, marketing partnerships are cheaper to create, see success more quickly, and expose
your brand to a new audience (Sutter and et. al., 2015).
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References
Books and Journals
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Haiti. Routledge.
Fujii, H., Yoshida, K. and Sugimura, K., 2016. Research and development strategy in biological
technologies: A patent data analysis of Japanese manufacturing
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Gao, H. and et. al., 2016. Network gatekeeping in SME exporters’ market entry in
China. International Marketing Review. 33(2). pp.276-297.
Gurtner, Y., 2016. Returning to paradise: Investigating issues of tourism crisis and disaster
recovery on the island of Bali. Journal of Hospitality and Tourism Management. 28.
pp.11-19.
Ingram, T. N. and et. al., 2015. Sales management: Analysis and decision making. Routledge.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Marescotti, A. and Belletti, G., 2016. Differentiation strategies in coffee global value chains
through reference to territorial origin in Latin American countries. Culture & History
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improve the competitive advantage of the Jamaican coffee industry. Applied
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Mighty, M. A., 2017. “We Likkle, but We Tallawah”: Maintaining Competitive Advantage in
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Mighty, M., 2016. The Jamaican coffee industry: challenges and responses to increased global
competition. In Globalization, Agriculture and Food in the Caribbean (pp. 129-153).
Palgrave Macmillan, London.
Orengo-Serra, K. L., 2015. Niche strategy and international growth: Comparing Puerto Rico and
Corsica SMEs in the Specialty food industry. Economia agro-alimentare.
Robinson, S. and et. al., 2015. The international model for policy analysis of agricultural
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Sutter, M. and et. al., 2015. Country of origin image and foreign markets strategy: Analysis of
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