Illy promoted 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 organization wanted to expand the reach of its own franchised coffee bar, Espressamente, through international growth.
The Espresso Lane to Global Markets case study solution
Anticiapated markets comprised the Uk, Brazil, China, Germany, Japan, India as well as the USA. In addition to market choice, mode of entry was critical and included options including exporting, franchising and joint venture. This case provides a practical example of the challenges confronted in international business.
PUBLICATION DATE: May 23, 2012 PRODUCT #: W12038-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
Related Case Solutions & Analyses:
How Facts Change Everything (If You Let Them)
Brooke Correll and Clos Du Val: Adventures in Napa Valley (C)
Taco Bell: A Mexican-Inspired Restaurant in India
The Ritz Carlton Hotel Company
Restructuring of Canal Plus
Coppersea: Emergence of the Microdistillery Movement
The Motor City: Rebuilding Detroit’s Image Post-bankruptcy
Radiometer, 2003
Auto-Graphics, Inc. and the Library-Automation Industry-the New Technology Frontier
FirstCry.com: Fighting to Lead the Giant Online Baby Care Products Market
