The Espresso Lane to Global Markets Harvard Case Solution & Analysis

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

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