The Espresso Lane to Global Markets
商品編號：9B12M058
出版日期：2012/05/23
再版日期：2017/05/10
商品來源：Ivey
商品主題：General Management/Strategy; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：International Market Selection;Modes of Entry;Franchising;Retailing;International Business;Coffee;Italy
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Italy
產業：Accommodation & Food Services;
事件年度：2012
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. The managing director of Espressamente knew that global expansion meant prioritizing markets, but where did the greatest potential lie? In addition to market selection, mode of entry was vital and included options such as exporting, franchising, and joint ventures. This case provides a practical example of the challenges faced in international business.
教學手冊：8B12M058;
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