Di Bella Case Study Final

Louis Poh (3190524)
Ihwa Myung
(3177515)
Mabel Tan (3194080)
Jane Ng (3192231)

Content Page
I. Introduction
II. Question 1
III. Question 2
IV. Question 3
V. Question 4
VI. Conclusion

I. Introduction

DiI.Bella is a Coffee
Introduction
Company
Phillip Di Bella (Di Bella,
2012)


Founded in 2002
 Driven by his childhood passion for coffee
 Keen entrepreneurial spirit

I. Introduction
 Is known to be one of the most discerning and profitable coffee locations in the world
(O 'Donoghue, 2014)
 Managed to established
Supplies over more 11 than Phillip
Di
 Coffee sales was main a comprehensive signature
1000
cafes blends in the
Australia,
of contributor ofconsisting sales of hot business of drinks coffee, range amounting to of more coffee
Bella
amounting
AUD1350
million in wholesales, retail online machines, than
1.4tomillion
and services cups of 2008
(Food
Processing,
2010)
stores accessories such coffee asand sold training each and week maintenance
 In 2010, Australians spend
AUD10.7 billion a year on both
AUSTRALI
coffee made at home and
A bought outside (Knight, 2010)

I. Introduction
 The challenges Di Bella
Coffee faced both domestically and internationally Phillip Di
BellaCoffee offered
 How Di Bella their coffee products to its international markets
 Innovated TORQ
 How
Di Bella Coffee targeted their products in the
 An all-natural liquid instant international market coffee produced from high
INDIbeans and quality coffee
 How Di Bella Coffee marketed filtered water
A
their coffee products CHINA

Quiz 1: What is Di Bella Coffee?
1. A Coffee
Customer
2. A Coffee
Supplier
3. A Coffee Café
4. A Coffee Product

II. Question 1

What Challenges were faced by Di Bella
Coffee in the creation of TORQ for the domestic and international marketplace?

International
What Challenges were faced by
Challenges

Di Bella Coffee in the creation
2.“Markets
Standardization
V.S
Adaptation of TORQ for the domestic and can either be highly sophisticated or
Weakened

References: Bennett. P (1988) "Standardization in international marketing: is Ted Levittin fact right?", Business Horizons, November-December, pp.69-75. Di Bella Coffee,. (2015). Di Bella Coffee International. Retrieved 18 July 2015, from http://dibellacoffee.com/Cafe-Finder/Di-BellaInternational#sthash.8CBxKrYI.dpbs Euromonitor International, Euromonitor International,. (2015). Consumer Lifestyles in China. Retrieved 21 July 2015, from http://www.euromonitor.com/consumer-lifestyles-inchina/report Fletcher, R., & Crawford, H Food Processing,. (2010). Datamonitor report: Hot drinks in Australia to 2013. Retrieved 17 July 2015, from http://www.foodprocessing.com.au/content/training-education/product/datamonitor-report-hot-drinks-in-australia-to-2-13-1392314782 Internet Live Stats,. (2014). Internet Users. Retrieved 19 July 2015, from http://www.internetlivestats.com/internet-users/ Knight, A Kotler, P., Roberto, N., & Leisner, T. (2006). Alleviating Poverty: A Macro/Micro Marketing Perspective. Journal Of Macromarketing, 26(2), 233-239. O 'Donoghue, J. (2014). Competition in the coffee industry heats up. Hospitality Magazine, 1. Retrieved from http://www.hospitalitymagazine.com.au/Beverage/Competition-in-the-coffee-industry-heats-up Raymond, L., & Bergeron, F. (2008). Enabling the business strategy of SMEs through e‐business capabilities. Industr Mngmnt & Data Systems, 108(5), 577-595 Saxena, R., Lanzeni, N., & Mayer, T. (2010). The middle class in India. Issues and Opportunities (pp. 1-7). Germany: Frankfurt: Deutsche Bank