International Market Opportunity Analysis, Case Study Example

Most Attractive Markets for Expressamente

1. India
2. Brazil
3. China

 Method

Seven countries were initially viewed with the highest sales potential for expansion of Expressamente.  A qualitative and quantitative analysis was performed based on what Illy wanted to achieve with its product as well as some quantitative data.  The focus on what strategy to implement revolved around coffee consumption, existing shop concentration, income and overall ease of doing business.

Entering the Market

The focus to enter into a new international market is based the potential for the consumer to select their coffee consumption based on quality instead of another variable such as availability or ease of access.  Expressamente is targeting a niche’ market of people that are looking to partake in a higher quality product that not only has better taste and enjoyment but also provides a perception of quality for not only the coffee but the person consuming the coffee.While the Expressamente shops will be located in areas of high accessibility they will also be focused in areas of mass transit and areas where the coffee can be enjoyed.  India has seen an increase in coffee consumption by 3-6% and has double over the past decade.  This increase in demand as well as the increase in discernible tastes would open up the market for a higher quality product that Expressamente provides.  India has a large population that utilizes mass transit and while they are waiting for their modes of transportation they can better utilize their time by enjoying a high quality beverage that will exemplify their business acumen and perceived status by consuming the Expressamente coffee.  The focus is to drive new consumers of coffee from the traditional coffee stores to the new Expressament coffee shops.  This will occur through branding the Expressamente brand as an upper echelon coffee shop and those within the confines of the shop would also partake in that status.  The coffee is high quality and those drinking the coffee will not only taste the quality they will experience what quality and prestige feels like.  The coffee shop itself provides brand recognition and the company will strive to make its name associated with societal progress such as BMW, Louis Vuitton and Tiffany’s has already done.