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The Espresso Lane to Global Markets
內容大綱
Founded in Trieste, Italy, Illy marketed a unique blend of coffee drinks in over 140 countries and in more than 50,000 of the world's best restaurants and coffeehouses. The company wanted to expand the reach of its own franchised coffee bar, Espressamente, through international expansion. Potential markets included Brazil, China, Germany, Japan, India, the United Kingdom and the United States. In addition to market selection, mode of entry was vital and included options such as exporting, franchising and joint venture. This case provides a practical example of the challenges faced in international business.