The Espresso Lane to Global Markets
The Formal Report: MARK 495
Assume that you are a consultant to the company. Present a complete analysis and actionable set of recommendations to Mr. Christophe Reale, managing director of Expressamente at Illy. Your analysis should include a set of reasonable alternatives and a plan (including qualitative and quantitative justification) that could be implemented by the date outlined in the case. The following, while not intended to be the sole focus of your report, can help you navigate through the case.
1. What do you know about the situation?
- Coffee industry booming.
-High saturation and aggressive competition
-Demand is heavy for premium coffee
-Growth of Niche markets
-Illy- viable, sustainable, international (people know about it *6mil espressos consumer per day worldwide)
2. What are the issues/problems? Are they important? Why? Why not?
-Have to prioritize markets, where is the greatest potential/risk
-Illy place in within a global market
-What type of marketing strategy to peruse
-Every market (location) is different, from culture to taste habits/presence
-Need to be able to localize markets but at the same time to deliver a consistent message/feel/ambient of Espressamente-Very Important to consider upon entry into market
-coffee paradox (see page 3)
3. What environmental changes if any, can you identify in the case? What impact does this have on the business? Their competitors and the “market” in general?
-Disposible Income
-Economic environment (forecast for speciality coffee)
-Depends on a healthy economy and strong customer spending to drive sales
- Growing middle class (Yes or no) prospects for successful coffee markets
-Developed nations (thousands of coffee shops)-----look to expand in emerging markets (China India already experiencing high competition) Timing is key (should be now)
- recurring theme :concentration and saturation need to be different/innovative
- developing nations had fewer laws related
Assume that you are a consultant to the company. Present a complete analysis and actionable set of recommendations to Mr. Christophe Reale, managing director of Expressamente at Illy. Your analysis should include a set of reasonable alternatives and a plan (including qualitative and quantitative justification) that could be implemented by the date outlined in the case. The following, while not intended to be the sole focus of your report, can help you navigate through the case.
1. What do you know about the situation?
- Coffee industry booming.
-High saturation and aggressive competition
-Demand is heavy for premium coffee
-Growth of Niche markets
-Illy- viable, sustainable, international (people know about it *6mil espressos consumer per day worldwide)
2. What are the issues/problems? Are they important? Why? Why not?
-Have to prioritize markets, where is the greatest potential/risk
-Illy place in within a global market
-What type of marketing strategy to peruse
-Every market (location) is different, from culture to taste habits/presence
-Need to be able to localize markets but at the same time to deliver a consistent message/feel/ambient of Espressamente-Very Important to consider upon entry into market
-coffee paradox (see page 3)
3. What environmental changes if any, can you identify in the case? What impact does this have on the business? Their competitors and the “market” in general?
-Disposible Income
-Economic environment (forecast for speciality coffee)
-Depends on a healthy economy and strong customer spending to drive sales
- Growing middle class (Yes or no) prospects for successful coffee markets
-Developed nations (thousands of coffee shops)-----look to expand in emerging markets (China India already experiencing high competition) Timing is key (should be now)
- recurring theme :concentration and saturation need to be different/innovative
- developing nations had fewer laws related